After nearly 10 years of an economic crisis and the consequences of globalization, many companies and brands have been forced to adopt a price-based business strategy. That means that they have entered a loop in which they offer the cheapest price, their competitors lower theirs too and so on until they kill their profit margins. Price strategies often aren’t feasible over time as they don’t end up being profitable for businesses. The other clear alternative is to create a differentiation strategy.
During my lecture you will understand how a customer-focused differential value proposition is designed using the following tools:
- Golden Circle:
- Value proposition canvas:
Nowadays it is very difficult to engage customers. You are not only competing with all the companies in your sector or market. You are really competing with everything that can distract your consumer. And believe me, there are so many distractions.
Many studies have revealed that traditional advertising no longer interests or effectively influences customers’ buying decisions. They have learned to defend themselves against this. The remaining alternative for brands and companies is to create a story for the brand that can excite and engage their customers.
In my Storytelling Design lecture, I will show you my method of designing communication strategies, marketing and content that your users will empathize with.
One of the main challenges for companies is drawing leads. Drawing leads on its own not very useful. What we really need to do is turn those leads into opportunities which then translate into business.
Currently, marketing and commercial teams have to have a defined strategy of how to turn leads into qualified opportunities. For this, we need to have a relational plan that helps us give the customer value so that when they are ready to buy, they choose us.
In my lecture I will share the main tools that help us to determine the right time to make a sale to a qualified lead. Here are some of the tools that we will be looking at:
- Lead Nurturing:
- Marketing automation:
- Inbound marketing: