Marketing Skills: Marketing to Professional Services

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Course Overview

The professional services environment is very different to business-to-business (B2B) or business-to-consumer (B2C) environments. People, and the intellectual capability they bring to services, are the product. Growth is based on the good reputation of the organisation and very firmly on personal relationships between clients and professionals. Partnerships can sometimes create challenging issues for marketeers, yet increasingly, marketing is called on to deliver a strong brand identity and business development opportunities. It is becoming recognised as core to business success.

On this workshop you will explore the nature of the sector you work in and look at case examples from this and other sectors. You will also discover how to leverage the tools of effective marketing communication (marcoms) to deliver competitive differentiation for your organisation.

Audience

Marketing professionals, or partners charged with marketing responsibility, in all professional services firms whether accountants, lawyers, architects, financial intermediaries or consultancies of all kinds will benefit from attending this workshop.

Skills Gained

Your organisation needs you to have a clear framework for developing a marcoms plan that delivers its business objectives.

You will have the opportunity to debate the challenges of professional services marketing with your peers. You will be able to refresh your understanding of the marcoms portfolio, the strengths of each technique and to study relevant case examples, some from your sector and some not. You will leave with a proven framework for writing or evaluating a marcoms plan and plenty of new ideas.

Course Outline

• Look at marcoms in context - the extended marketing mix for professional services
• Define and understand business audiences
• Build and sustain reputation - how marcoms contributes
• Leverage media relations
• Combine communication techniques that work
• Use a six stage framework for writing an integrated marcoms plan

Marketing Skills: Marketing to Professional Services / 0985