Marketing effectiveness workshop

Silverwood Marketing School

You will learn how to balance brand building and sales activation activities across different media, categories and brands for best results

The Hub 

<ul><li>The difference between brand building and sales activation, and the trade-offs for each across media channels.</li><li>What data tells us about the ideal split between brand and sales activation, and how this works across different sectors and contexts.</li><li>If we should be focused on building loyalty with existing customers or gaining new ones, and the role of segmentation, positioning and targeting.</li><li>The role of creativity in marketing effectiveness.</li><li>What should we be measuring, whats the best way to do it, and how do we turn it into action?</li><li>What the past tells us about the future, and how we balance the tension between the short term and long term to grow our brands.</li></ul>

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Marketing effectiveness workshop

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