Design the retention and win-back approach for marketing video production.
Building Strategies to Produce Compelling Marketing Video Content
Learn to design, measure and defend your organisation's approach to marketing video production.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Activity in marketing video production is easy to generate and easy to mistake for progress. Most disappointing results in the marketing and commercial practice discipline trace back to an audience defined too broadly. Comparative studies of this area of marketing and commercial practice across sectors find the same handful of failure points recurring. What blocks progress on marketing video production is usually unclear ownership rather than unclear intent. Participants test their assumptions about this part of marketing and commercial practice against scenarios designed to break weak ones. The programme works equally well for those formalising the wider marketing and commercial practice agenda for the first time and those improving an existing approach. They leave able to brief senior management on marketing video production in terms that support a decision. The programme takes participants through this aspect of marketing and commercial practice end to end, from framing the problem to closing it out. The programme ends where implementation begins, with this strand of marketing and commercial practice broken into steps someone can start on Monday.
Expected Learning Outcomes
Prepare a short, evidence-based briefing on marketing video production for senior management.
Design the qualification criteria that stop effort being wasted in marketing video production.
Build the reporting on marketing video production that supports a spending decision.
Estimate what marketing video production costs to run properly, and what is lost when it is not.
Establish what evidence would demonstrate that marketing video production is under control.
Structure pricing for marketing video production to reflect value rather than cost.
Who Should Attend
Anyone whose accountability for marketing video production exceeds their current formal training in it.
Business development managers pursuing opportunities in marketing video production.
Officers preparing reports on marketing video production for boards or oversight committees.
Agency and consultancy staff supporting clients on marketing video production.
Retail and channel managers executing marketing video production in the field.
Product managers whose proposition depends on marketing video production.
Course Modules
Marketing video production: the customer journey and decision points
2 sessions · 8 pointsSession 1Where marketing video production typically breaks, and why
- Set objectives for marketing video production in revenue terms with a timeframe.
- Establish the boundary of marketing video production and record what sits outside it.
- Document the sales process for marketing video production so a new joiner can follow it.
- Set the review interval for marketing video production and who attends.
Session 2Getting other functions to support marketing video production
- Prepare the summary of marketing video production that senior management will read.
- Verify six months later that changes to marketing video production have held.
- Map the decision journey for marketing video production and mark where the choice is actually made.
- Benchmark the organisation's marketing video production against comparable operations.
Marketing video production: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Building the method for marketing video production step by step
- Name a single owner for each element of marketing video production.
- Set out the decisions in marketing video production that require sign-off and by whom.
- Compare cost of acquisition against value in marketing video production.
- Agree what will be standardised in marketing video production and what will not.
Session 2The handover between marketing and sales in marketing video production
- Define the trigger that would require marketing video production to be redesigned.
- Structure pricing for marketing video production against perceived value.
- Write the positioning claim for marketing video production and test whether a competitor could say it too.
- Review whether short-term tactics on marketing video production are damaging the brand.
Marketing video production: positioning and the honest claim
2 sessions · 8 pointsSession 1Where the buyer actually decides on marketing video production
- Build the report on marketing video production that answers whether to spend more or less.
- Review whether marketing video production is aligned with the objectives of the commercial team.
- Design the retention action triggered when a customer of marketing video production goes quiet.
- Build the content that answers the buyer's real question about marketing video production.
Session 2Measuring marketing video production when attribution is imperfect
- Decide what will be stopped to create capacity for marketing video production.
- Define qualification criteria that disqualify quickly in marketing video production.
- Agree the indicators that will show whether marketing video production is improving.
- Measure lifetime value from marketing video production, not just first purchase.
Marketing video production: channels, content and creative
2 sessions · 8 pointsSession 1Pricing marketing video production on value rather than cost
- Define the handover point between marketing and sales in marketing video production.
- Agree the attribution model for marketing video production and state its known limits.
- Build the internal briefing that explains marketing video production to those affected.
- Estimate the resource marketing video production requires to run as designed.
Session 2Defining the audience for marketing video production narrowly enough to matter
- Test creative for marketing video production at small scale before full commitment.
- Arrange the handover of marketing video production so capability survives staff changes.
- Establish who is informed, consulted and accountable in marketing video production.
- Set the discount authority for marketing video production and require justification.
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.