Most disappointing results in high-impact marketing events trace back to an audience defined too broadly. Activity in this part of marketing and commercial practice is easy to generate and easy to mistake for progress. It is designed for mixed groups, so that this area of marketing and commercial practice is examined from more than one functional angle. This programme builds high-impact marketing events from first principles, without padding and without omitting what matters. Discussion is anchored to worked examples of the marketing and commercial practice discipline rather than to abstract argument. Post-incident reviews keep identifying weaknesses in the wider marketing and commercial practice agenda that were visible long before the incident. Participants gain a realistic view of what high-impact marketing events costs and what it returns. Moving this strand of marketing and commercial practice from written policy into daily practice is not achieved by a single decision. It ends with a prioritised list of changes to the wider marketing and commercial practice agenda that the participant is prepared to defend internally.
Expected Learning Outcomes
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Test the organisation's response to high-impact marketing events under conditions that are less than ideal.
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Set measurable objectives for high-impact marketing events tied to revenue rather than reach.
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Recognise early indicators that high-impact marketing events is drifting away from its intended design.
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Build the positioning for high-impact marketing events around a claim competitors cannot honestly make.
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Review contracts and agreements for the obligations they create around high-impact marketing events.
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Define the audience for high-impact marketing events precisely enough to exclude people.
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Plan expansion of high-impact marketing events into new segments or markets deliberately.
Who Should Attend
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Product managers whose proposition depends on high-impact marketing events.
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Compliance and governance staff whose remit includes high-impact marketing events.
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Marketing managers responsible for high-impact marketing events.
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Experienced practitioners formalising an approach to high-impact marketing events that has grown up informally.
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Retail and channel managers executing high-impact marketing events in the field.
