New Skills. New Thinking

2013

Professional Development

Marketing & Social Media

www.brightstar.co.nz/marketing

2013

Professional Development

Marketing & Social Media Your complete guide to Marketing & Social Media courses for 2013

Strategic Pricing Writing for the Web Social Media and Online Strategies Customer Experience Mapping Crisis Communication and Social Media Generating Qualified B2B Sales Leads from Social Media Content Marketing Corporate Blogging Improving Customer Profitability by Cost to Serve Analysis Customer Engagement

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Public Courses Bright*Star Training offers New Zealand’s most comprehensive range of training courses. We recognise the need to develop your number one resource…your people. Motivate, engage and challenge your marketing team with training. Give them the skills and knowledge they need to create innovative and market-leading ideas that will take your marketing efforts to the next level. Visit www.brightstar.co.nz/marketing to see our full range of marketing courses or contact us today to discuss your training needs: 09 912 3616 [email protected]

How to register www.brightstar.co.nz/marketing 09 912 3616 [email protected]

Bright*Star prices & savings SUPERSAVER

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2 DAY TRAINING

$1995 SAVE $300

$2195 SAVE $100

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1 DAY TRAINING

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$1495

*Prices above are excluding GST. 2% credit card surchanrge applies.

ADD EXTRA DELEGATES FOR JUST $1295 +GST* *2 DAY TRAINING ONLY. Registrations must be from the same company, made at the same time and be for the same course.

Inhouse Training For more than 10 years, Bright*Star Training has worked closely with both public and private organisations throughout New Zealand to design and deliver bespoke in-house training programmes. All the Marketing and Social Media courses featured in this catalogue can be delivered in-house. We ask the right questions to guide you and your marketing department to the right training solution. Our team has the expertise to provide a completely bespoke service to you, including: ฀ ฀ ฀ ฀ ฀ ฀ ฀ ฀

Consultancy & Training Needs Analysis Programme development Customisation of course content & materials Project lead & support 1-2-1 coaching In-house training Training packages Public training

“Bright*Star have a lot of very good ideas, and look for practical ways to implement. They think about the logistics - how easy it will be to run an option, and don’t oversell” Charlotte Reynolds, Retail Trainer, NZ operations, Global retail brand

Please contact: Kerry Saberton 09 912 2069 » 022 1272392 [email protected]

Shekhar Reddy 09 912 2068 » 022 264 7474 [email protected]

01 EVENT DATES 25 - 26 March 2014 Auckland

Strategic Pricing

Develop and improve your organisation’s pricing strategy. Learn to assess your pricing opportunities, utilise tools to measure value, understand the implications of product and market life cycles and determine when and how to increase price or stem price erosion. Course topics include

SAVINGS DATES SS 28 January 2014 EB 25 February 2014

฀ Improving pricing decisions – relating benefits and customer value to price ฀ Setting suitable pricing for different scenarios ฀ Stemming price erosion ฀ The link between pricing, strategy and segmentation ฀ Build strategic pricing capabilities within your company

“Strategic Pricing is a must for all those involved in the product and marketing professions. A great background for those new to the industry and extremely thought provoking for old hands” Phil Belcher, Product Manager, Life & Disability Insurance, Medical Assurance Society NZ Ltd

Facilitator: James Henry James Henry comes from an engineering background and has extensive international business experience. Having been involved in many industries from design through to marketing, his teaching and research interests in business-to-business marketing, channel management, logistics and pricing reflect this experience. His PhD was in the area of price management. He lectures in pricing and distribution, and product and brand management.

02 EVENT DATES 12 - 13 March 2014 Auckland 19 - 20 May 2014 Wellington

Writing for the Web

Writing for the online world is different from print. The added complexity of the digital space brings with it both huge opportunity and challenges for capturing audiences online. Learn to create persuasive, readable and search-optimised content for websites, intranets, adwords and Facebook ads, social media, blogs, email and other digital marketing. Course topics include

SAVINGS DATES

฀ How to tailor your writing to the online environment

SS 18 December 2013 EB 12 February 2014

฀ Structuring web content

SS 24 March 2014 EB 22 April 2014

฀ Why and how social media writing is different

฀ Striking a balance between writing for search engines and writing for people ฀ Measuring content usability and testing your content

“The facilitator was excellent – engaging and informative. In-depth course book to take away. Good broad coverage of topics with opportunity to ask questions to go deeper” Hazel Penfold, Public Information Advisor, Department of Labour

Facilitator: Helen Steemson Writer Helen Steemson’s attitude to copywriting: you can tell it’s good when you don’t notice you’re reading. Helen specialises in engaging communication, with a particular focus on digital platforms. She has a background as a copywriter in the advertising industry, and has created the content for sites, social media and online marketing for a wide range of businesses.

03

Social Media and Online Strategies

EVENT DATES

This practical 2-day training course will teach you how to create, track, and evaluate the effectiveness of your digital strategy. If you want to make your website work harder for you, your email campaigns get more sales, and social media get you more leads, then this course is for you. Walk away from this training with a draft digital strategy you can start to implement immediately.

18 - 19 March 2014 Auckland 14 - 15 May 2014 Wellington

A must attend for Marketing, Communications, and Online professionals. SAVINGS DATES

Course topics include

SS 21 January 2014 EB 18 February 2014

฀ Social media platforms and tools

SS 19 March 2014 EB 16 April 2014

฀ Understand how people engage online

฀ Discover what social media can do for your marketing ฀ Create content that will get shared ฀ Learn how to track and evaluate what is and what isn’t working

“Embracing social media isn’t just a bit of fun, it is a vital way to communicate, keep your ear to the ground and improve your business” Richard Branson, Why aren’t more business leaders online?, Oct 2012

Facilitator: Hayden Sanders Hayden has been helping organisations improve their online presence since early 2002. He has done work for Caltex, Nufarm, the NZRU and All Blacks to name a few. Background in marketing and PR. He gets excited about improving the effectiveness of digital communications and getting better conversion rates which means those organisations make more money or get higher engagement.

04 EVENT DATES 14 August 2013 Wellington 18 September 2013 Auckland

Customer Experience Mapping

Creating a customer experience map is one of the best methods for understanding how customers interact with your company and where you can improve their experience to increase loyalty, satisfaction, spend and referrals. Using graphics, pictures and other visual cues an experience map describes the behavioural, mental and physical aspects of your customers’ experience. Course topics include

SAVINGS DATES

฀ Uncover the customer experience by observing and interviewing customers

SS 19 June 2013 EB 17 July 2013

฀ Identify barriers and ‘pain points’ in your customers’ interactions with your brand and products ฀ Identify areas of opportunity to improve the customer experience

SS 24 July 2013 EB 21 August 2013

฀ How to use experience mapping to drive innovation within your organisation

This is a true ‘how to’ course. You will get to practice the full experience mapping process – based on a field trip on the day! Facilitator: Matt Currie & Kelly Ryan Matt believes that the customer experience is an organisation’s most valuable asset, and therefore ought to be really well designed. Before starting his own consultancy, Matt spent six years designing customer experiences, and helping to develop a customer experience design methodology, with the IRD. Kelly is a Service Designer and has been involved in customer experience innovation projects across a range of industries. Kelly is skilled in, and passionate about, observational research to discover how people use information, products, services and physical spaces.

05

Crisis Communication and Social Media

EVENT DATES

Learn to implement a communications plan, including a social media response, to use in different types of crises. Ready your communication function to respond rapidly and effectively in a crisis to manage perceptions in media and online. Case studies, practical exercises and scenario testing will be used to demonstrate how easy it is to get caught out.

02 - 03 September 2013 Auckland 16 - 17 September 2013 Wellington

Course topics include SAVINGS DATES SS 08 July 2013 EB 05 August 2013 SS 08 July 2013 EB 05 August 2013

฀ How to respond effectively to any type of crisis & mitigate reputational damage ฀ Understand the information needs of different groups of stakeholders ฀ Know what needs to be said by whom and when ฀ How to make social media an integral part of any communication response

“A great forum for learning and sharing experiences. Now keen to get implementing!” Ritsa Magiannis, Head of Digital, KiwiBank

Facilitator: Simon Young Simon helps business owners and managers uncover new possibilities for greater customer engagement. As a journalist for NZ Marketing, Idealog and other business publications, and as a consultant and speaker, Simon has connected the worlds of marketing, management, corporate culture and technology. Simon is a co-author of the book “Social Media MBA” and a frequent media commentator.

06

Generating Qualified B2B Sales Leads from Social Media

EVENT DATES

A recent study suggests that 70% of the buyer’s journey is complete before it gets to sales. Are your marketing and sales departments ready to handle this new reality?

13 - 14 August 2013 Auckland 24 - 25 September 2013 Wellington

This course takes you through the strategies and tactics of social media lead generation. We will look at how to build your brand and customer engagement in the most influential social networks but the main focus will be on how to convert interest and ‘likes’ into qualified leads and actual sales. The course is full of practical advice, how-to’s, and case studies.

SAVINGS DATES SS 18 June 2013 EB 16 July 2013 SS 30 July 2013 EB 27 August 2013

Course topics include ฀ How to generate qualified leads from social media ฀ The do’s and don’ts of social networks for B2B marketing and sales ฀ What it takes to engage your target market ฀ How to increase your conversion rates ฀ Aligning your social media efforts with your wider marketing and sales campaigns

“Simply directing prospects to your website homepage or a page full of product information will see more bounces than a ‘60’s space hopper’ – you must remember, your visitors really don’t care about you, your business or your products, just how their problems can be solved”.

Facilitator: Simon Young Simon helps business owners and managers uncover new possibilities for greater customer engagement. As a journalist for NZ Marketing, Idealog and other business publications, and as a consultant and speaker, Simon has connected the worlds of marketing, management, corporate culture and technology. Simon is a co-author of the book “Social Media MBA” and a frequent media commentator.

07 EVENT DATES Exclusively available in-house

Content Marketing

The way we think and behave, and our decision making process is being driven by what scientists are calling the iBrain and so content marketing has emerged to meet the needs of the instant access, information hungry buyer. This course will help you shape and execute your content marketing strategy from positioning through to content creation and distribution. Learn to capitalise on content marketing to increase visibility, buzz and engagement with your customers and prospects. Course topics include ฀ How to develop content strategies that generate subscribers and loyal fans ฀ Create content that engages your target market and drives measurable results ฀ Increase the visibility, online presence, searchability and value of your business, brand and offering ฀ How to design a content marketing strategy

“Smart marketers like Nike and Blendtec are beginning to understand that they need to be telling their own story. They are learning to create their own valuable and relevant content to enable their customers to join the conversation” Joe Pulizzi and Newt Barrett, Get Content, Get Customers

Facilitator: Colin Kennedy Colin Kennedy is a content marketing specialist, copywriter and speaker with more than 20 years experience in communications, marketing and sales. Most recently he has occupied roles in business consulting and as the CEO of New Zealand Agritech Inc. In this capacity Colin worked with organisations like Gallagher, TruTest, PGG Wrightsons Seeds and Ancare Scientific.

08 EVENT DATES Exclusively available in-house

Corporate Blogging

The social media revolution began with the humble blog, yet many companies don’t realise the advantages of having a blog at the centre of their corporate social media strategy. This course will help you develop and optimise your blog by building traffic and integrating social media into your blog, combining other internet tools and marketing strategies with your blog to make it successful and with measurable results. Course topics include ฀ Realising the potential of your blog & learning from successful blogs ฀ Developing and marketing your blog ฀ Integrating social media with your blog ฀ Identify what to measure and how ฀ Best practice policies and guidelines for corporate bloggers

“We no longer live in the broadcast age. You now have the opportunity to facilitate a conversation with your market – to build trust, get new ideas for your business, and demonstrate your brand’s values” Simon Young

Facilitator: Simon Young Simon helps business owners and managers uncover new possibilities for greater customer engagement. As a journalist for NZ Marketing, Idealog and other business publications, and as a consultant and speaker, Simon has connected the worlds of marketing, management, corporate culture and technology. Simon is a co-author of the book “Social Media MBA” and a frequent media commentator.

09

Improving Customer Profitability by Cost to Serve Analysis

EVENT DATES

Cost to Serve Analysis as a customer profitability metrics helps to identify which of one’s customers cost more to serve than they generate in revenue. The sooner you begin, the sooner you’ll start to understand how profitable your customers really are enabling you to make the significant revenue lift in the next reporting period.

Exclusively available in-house

Course topics include ฀ Cost to Serve concepts and capabilities ฀ Identifying different customer characteristics that drive the customer costs in your business ฀ Analysing big accounts based on cost-to-serve ฀ Using cost-to-serve analysis to identify poor-performing customers and take remedial action ฀ Data availability, resources and timelines ฀ When and how to use Cost to Serve analysis

“Companies need to create analytical insights into their customers’ profitability and lifetime value” Ernst & Young

Facilitator: James Henry & Damien Mather James Henry comes from an engineering background and has extensive international business experience. Having been involved in many industries from design through to marketing, his teaching and research interests in business-to-business marketing, channel management, logistics and pricing reflect this experience. His PhD was in the area of price management. He lectures in pricing and distribution, and product and brand management. Damien’s research concerns three major fields of enquiry, including pricing and distribution. His areas of expertise include advanced quantitative research methods and techniques, customer analytics and market research. He has worked with Telecom NZ, Colmar Brunton, and Vodafone NZ.

10 EVENT DATES Exclusively available in-house

Customer Engagement

Customer engagement is a primary driver of business success. According to Gallup’s cross-industry research, it shows that fully engaged customers buy more, stay with you longer, and are more profitable than average customers. Engage customers, optimise performance and improve financial performance through this highly interactive and insightful course. Course topics include ฀ Understanding customer expectations ฀ Building long term engagement that will encourage referrals and repurchase ฀ How to streamline online and offline customer engagement channels ฀ Proactively handle customer complaints and issues ฀ Learn how to correlate customer engagement to revenue performance

Free whitepaper on the “7 Steps of Customer Service Experience Development” available online

Facilitator: Chris Bell Chris Bell is a leading expert in the development and implementation of customer experience and engagement strategies. He has had a long career in sales, marketing and brand management. He is now a sought after media commentator, programme facilitator, business coach and conference speaker and co-founded CEMNZ, a body of customer experience professionals.

www.brightstar.co.nz/marketing

Bright*Star Ltd, Freepost 83430 PO Box 31 506, Auckland 0741 (09) 912 3616 www.brightstar.co.nz [email protected] Bright*Star Training is a trading division of Conferenz Ltd. Copyright © 2013 Conferenz Ltd