Test the organisation's response to high-impact marketing events under conditions that are less than ideal.
Building Strategies to Organise High-Impact Marketing Events
Move high-impact marketing events from general awareness to a repeatable, reviewable practice.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
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
Set measurable objectives for high-impact marketing events tied to revenue rather than reach.
Recognise early indicators that high-impact marketing events is drifting away from its intended design.
Build the positioning for high-impact marketing events around a claim competitors cannot honestly make.
Review contracts and agreements for the obligations they create around high-impact marketing events.
Define the audience for high-impact marketing events precisely enough to exclude people.
Plan expansion of high-impact marketing events into new segments or markets deliberately.
Who Should Attend
Product managers whose proposition depends on high-impact marketing events.
Compliance and governance staff whose remit includes high-impact marketing events.
Marketing managers responsible for high-impact marketing events.
Experienced practitioners formalising an approach to high-impact marketing events that has grown up informally.
Retail and channel managers executing high-impact marketing events in the field.
Customer experience managers improving high-impact marketing events.
Course Modules
High-impact marketing events: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Where high-impact marketing events typically breaks, and why
- Set the discount authority for high-impact marketing events and require justification.
- Map the decision journey for high-impact marketing events and mark where the choice is actually made.
- Draft the minimum viable go-to-market plan for high-impact marketing events.
- Set out how exceptions to high-impact marketing events are requested and approved.
Session 2Defining the audience for high-impact marketing events narrowly enough to matter
- Set the review interval for high-impact marketing events and who attends.
- Assign responsibility for keeping documentation of high-impact marketing events current.
- Define the handover point between marketing and sales in high-impact marketing events.
- Select channels for high-impact marketing events based on evidence, then cut the rest.
High-impact marketing events: positioning and the honest claim
2 sessions · 8 pointsSession 1Testing the message on high-impact marketing events before spending
- Compare cost of acquisition against value in high-impact marketing events.
- Design the retention action triggered when a customer of high-impact marketing events goes quiet.
- Define the trigger that would require high-impact marketing events to be redesigned.
- Benchmark the organisation's high-impact marketing events against comparable operations.
Session 2The claim about high-impact marketing events competitors cannot copy
- Review whether short-term tactics on high-impact marketing events are damaging the brand.
- Prepare the response for the most likely failure in high-impact marketing events.
- Build the report on high-impact marketing events that answers whether to spend more or less.
- Describe the buyer for high-impact marketing events specifically enough to name who is excluded.
High-impact marketing events: audience definition and segmentation
2 sessions · 8 pointsSession 1Qualifying out of high-impact marketing events early and without guilt
- Confirm that those complying with high-impact marketing events understand why it exists.
- Close out actions on high-impact marketing events rather than leaving them open indefinitely.
- Record the rationale for each significant choice made about high-impact marketing events.
- Test creative for high-impact marketing events at small scale before full commitment.
Session 2Measuring high-impact marketing events when attribution is imperfect
- Agree the smallest change to high-impact marketing events that would be visibly useful.
- Choose the next segment for high-impact marketing events and state why it is next.
- Write the positioning claim for high-impact marketing events and test whether a competitor could say it too.
- Document the sales process for high-impact marketing events so a new joiner can follow it.
High-impact marketing events: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1The cost of high-impact marketing events and how to present it
- Establish who is informed, consulted and accountable in high-impact marketing events.
- Estimate the resource high-impact marketing events requires to run as designed.
- Agree the attribution model for high-impact marketing events and state its known limits.
- Measure lifetime value from high-impact marketing events, not just first purchase.
Session 2The hard cases in high-impact marketing events and how to reason about them
- Confirm that reporting on high-impact marketing events reaches the people who can act.
- Script the three most common objections in high-impact marketing events and the responses.
- Check that records of high-impact marketing events answer the questions likely to be asked.
- Name a single owner for each element of high-impact marketing events.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.