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    English For Marketing Course Slides1

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    Gabe
    The document provides guidance on effective brainstorming techniques and group dynamics for marketing purposes. It discusses establishing guidelines and ground rules for brainstorming sessions, keeping groups small, documenting results and assigning action items. It also addresses following up after sessions through surveys, emails, additional meetings, summaries and recaps. Group roles are explored including both positive roles like seeking information and negative roles like blocking. Tips are given for agreeing and disagreeing respectfully during meetings. Follow up actions like surveys and recaps are recommended.

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    © All Rights Reserved
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    English For Marketing Course Slides1

    Uploaded by

    Gabe
    35 views240 pages
    The document provides guidance on effective brainstorming techniques and group dynamics for marketing purposes. It discusses establishing guidelines and ground rules for brainstorming sessions, keeping groups small, documenting results and assigning action items. It also addresses following up after sessions through surveys, emails, additional meetings, summaries and recaps. Group roles are explored including both positive roles like seeking information and negative roles like blocking. Tips are given for agreeing and disagreeing respectfully during meetings. Follow up actions like surveys and recaps are recommended.

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    English for Marketing Course Slides1

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    The document provides guidance on effective brainstorming techniques and group dynamics for marketing purposes. It discusses establishing guidelines and ground rules for brainstorming sessions, keeping groups small, documenting results and assigning action items. It also addresses following up after sessions through surveys, emails, additional meetings, summaries and recaps. Group roles are explored including both positive roles like seeking information and negative roles like blocking. Tips are given for agreeing and disagreeing respectfully during meetings. Follow up actions like surveys and recaps are recommended.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    35 views240 pages

    English For Marketing Course Slides1

    Uploaded by

    Gabe
    The document provides guidance on effective brainstorming techniques and group dynamics for marketing purposes. It discusses establishing guidelines and ground rules for brainstorming sessions, keeping groups small, documenting results and assigning action items. It also addresses following up after sessions through surveys, emails, additional meetings, summaries and recaps. Group roles are explored including both positive roles like seeking information and negative roles like blocking. Tips are given for agreeing and disagreeing respectfully during meetings. Follow up actions like surveys and recaps are recommended.

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    English for

    Marketing Course
    Ana Karina González
    VOCABULARY
    Module 1: Marketing a
    product
    1. Marketing a product
    Brainstorming sessions
    Brainstorming
    Effective brainstorming sessions
    Find innovative solutions
    and generate new ideas!
    Define the problem
    and set the criteria
    Provide guidelines:
    Establish the ground rules.
    Keep groups small
    Effective brainstorming sessions

    Timing
    Plan for
    30 - 40 minutes
    Document your results
    Assign actions items
    Online brainstorming tools
    Everyone contributes at once, whether
    they are in the same room or across the globe.
    Brainstorming
    Participating in brainstorming sessions
    Keep in mind the
    session’s main goal.
    ➔ The objective of this
    meetings is to …
    ➔ Today we’ll explore the
    possibility of ...
    ➔
    Call a person by name
    and invite them to share:

    What is an idea you like to share?


    What are the strengths of this idea?
    What causes your concern?
    I would be interested to hear
    what others think about this …
    What do Ana’s comments bring to
    mind in relation to our problem or
    the goal of the meeting?
    How do others feel about this?
    We heard Ana said … what are
    other opinions?
    Follow-up

    1. Survey
    2. Email
    3. Another session
    4. Summary
    5. Recap
    Follow-up

    1. Survey
    2. Email
    3. Another session
    4. Summary
    5. Recap
    You will receive a survey to vote
    on the best idea for ….
    Follow-up

    1. Survey
    2. Email
    3. Another session
    4. Summary
    5. Recap
    I feel like we’ve made progress
    in our decision ...
    Follow-up

    1. Survey
    2. Email
    3. Another session
    4. Summary
    5. Recap
    For follow-up, we’ll have
    a meeting next week ...
    Follow-up

    1. Survey
    2. Email
    3. Another session
    4. Summary
    5. Recap
    Find a brief summary of the different
    topics we covered during our session ...
    Follow-up

    1. Survey
    2. Email
    3. Another session
    4. Summary
    5. Recap

    To recap, let’s remember this …


    Reminders
    STAY FOCUSED
    on the goal
    Don’t let
    BLOCKERS
    block you
    Bring
    DIVERS
    back to the
    surface
    Plan for
    Follow-up
    Brainstorming
    Group dynamics and roles
    Group dynamics and roles
    Kurt Lewin
    Scientific study of group behavior
    Idea Creation
    Motivation Leadership
    Productivity
    Focus Group Goal Setting
    Individual´s influence on a group.
    Negative roles
    ➔ Blocking
    ➔ Dominating
    ➔ Clowning
    ➔ Withdrawing
    Blocking
    Dominating
    Clowning
    Withdrawing
    Positive roles
    Task-based
    maintenance
    Seeking and giving
    information
    Task-based
    Energizing the team
    Task-based
    Taking and
    sharing notes
    Task-based
    Expanding on
    other's ideas
    Task-based
    Initiating conversation
    Task-based
    Offering new ideas
    Task-based
    Maintenance
    Encouraging participation
    Maintenance
    Finding opportunities
    for compromise
    Maintenance
    Seeking harmony
    during conflict
    Negative roles
    Impede progress
    Positive roles
    Aid in accomplishing tasks
    Build positive relationships
    Brainstorming
    Agreeing and disagreeing in meetings
    Problem Solving
    Infographics
    Decision Tree
    Risk Benefit Chart
    SWOT Analysis
    What if we went with this idea?
    What would happen if… ?
    How would it affect our
    customers if… ?
    How do you expect the situation
    to change if…?
    Feasibility
    Acceptability
    Desirability
    If disagreeing... I hear what you are saying,
    but what about… ?
    I’m sorry to disagree
    If disagreeing...
    with you but...
    In my opinion…
    If disagreeing... I’m afraid I’d have
    to disagree...
    I think so too!
    If agreeing... That’s a good point!
    Exactly what I was thinking!
    Class project
    Marketing a product:
    Comparative analysis
    and brainwriting session
    VOCABULARY
    Module 2: Product
    perception
    2. Product perception
    Market research: writing surveys
    6 Tips
    for writing
    effective surveys
    1 Explain
    “How likely are you
    to buy...”
    2
    “Is the packing
    attractive and easy
    to use...”
    “Is the packing
    attractive and easy
    to use...”
    Avoid
    3 leading
    question
    “What do you like
    about your current
    product...”
    “What, if anything,
    do you like about
    your current
    product...”
    4 Use a FUNNEL approach
    4 Use a FUNNEL approach

    General

    Specific
    4 Use a FUNNEL approach

    General
    easy to answer

    Specific
    more introspective
    Offer
    5 an out
    Include a “I don’t know” or
    “Not applicable” for
    multiple choice questions
    Mix quantitative
    6 & qualitative
    Quantitative
    Multiple choice
    Yes-No
    Scales
    Qualitative
    Testimonials
    Case studies
    Open questions
    Does the audience
    know what you are
    talking about?
    Are you asking
    only one question
    at a time?
    Are any questions
    pushing for only a
    positive or
    negative answer?
    Do the questions
    flow naturally?
    Have you offered
    an out option in
    case none of your
    answers apply?
    Do you have a
    balance of
    quantitative and
    qualitative
    questions?
    2. Product perception
    Market research: communicate
    data using charts
    Using charts to visually
    represent data
    Reduce cognitive load
    Clarify complex
    information
    A picture is worth a
    thousand words.
    Communicate
    information
    quickly
    show relationships
    or connections
    Table
    to show exact values
    Bar Graph
    to show comparisons
    Line Graph
    to show change over time
    Pie Graphs
    to show parts of a whole
    Report
    ethically
    Don’t hide
    the negative
    information
    or exaggerate
    the positive!
    Starting point
    Provide relevant information

    1. Title
    2. Legend
    3. Axes
    Identify
    Data tendencies and evolution

    1. Peaks and valleys


    2. Highs and lows
    Analysis
    Data interpretation
    1. Review the
    information
    2. Draw conclusions
    3. Provide insights
    Class project
    Product perception:
    Storytelling: using graphs
    VOCABULARY
    Module 3: Promotion
    3. Promotion
    Visual Communication Strategies
    Your presentation
    Your message
    Rule of thumbs
    1.
    Just because
    you can… doesn’t
    mean you should.
    TRANSITIONS
    COLORS
    ANIMATIONS
    FONTS
    SIZES
    SOUNDS PICTURES
    2. Use One
    Point
    Per Slide
    ➔ Pixabay.com
    ➔ Freepik.com
    ➔ Freeimages.com
    ➔ Unsplash.com
    ➔ Pexels.com
    ➔ Flaticon.com

    3. Use High Quality Graphics


    4. Understand
    Negative Space
    (White Space)
    Give the eye
    space to breath
    5. Use Visual
    Sentences
    Instead
    Of Words
    To lead branding
    initiatives, you need
    to consider strategy,
    management,
    and performance.
    Strategy

    Management Performance

    Branding
    Initiatives
    6. Consistency
    1. Unnoticeable
    2. Invisible
    Review you Slides:
    7. Slide Sorter
    3. Promotion
    Concise language for social media marketing
    Storytelling
    Storytelling

    Your brand
    Your story
    Storytelling
    is about relationship - describing the
    world of your audience, and how much you
    get WHO they are, what they CARE about,
    and WHERE they are trying to get in life.

    Michael Margolis, Get Storied CEO


    Must
    Revisit story
    every 2-3 years
    Simplicity
    Make them smile!
    laughter, delight, good
    humor, cheerfulness
    Happiness

    Clever
    smart, intelligent,
    genius, master, expert
    use ALLITERATION
    the repetition of words beginning
    with the same letter.

    live and learn


    more the merrier
    cream of the crop
    use RHYMING words

    give so I can live


    feel the appeal
    use PARALLEL language
    same word or pattern
    repeated for emphasis
    Like father like son
    What goes around comes around
    I scream, you scream, we all
    scream for I ( ice) scream!
    Class project
    Promotion:
    Marketing
    Presentations
    Review
    VOCABULARY
    Module 4: Persuasive
    techniques
    4. Persuasive techniques
    Reciprocity, social proof and consistency
    Principles for Persuasion

    6
    Reciprocity
    Social Proof
    Commitment &
    Consistency

    Dr. Robert Cialdini “ The Psychology Influence of Persuasion”


    1. Reciprocity
    Reciprocity
    We feel obligated to repay
    what we have been given.

    Dr. Robert Cialdini “The Psychology Influence of Persuasion”


    Be genuine
    2. Social proof
    Social Proof
    We follow the examples
    that we see in others.

    Dr. Robert Cialdini “ The Psychology Influence of Persuasion”


    Set a good example
    3. Commitment
    & Consistency
    COMMITMENT

    Reliability
    Integrity
    Sincerity
    Responsibility
    Commitment
    & Consistency
    We try to stay true to
    our commitments

    Dr. Robert Cialdini “ The Psychology Influence of Persuasion”


    Voluntarily; free will
    4. Persuasive techniques
    Liking, authority and scarcity
    Principles for persuasion

    6
    Liking
    Authority
    Scarcity

    Dr. Robert Cialdini “ The Psychology Influence of Persuasion”


    4. Liking
    Social media
    Designed to establish connections
    Liking
    We like to do things for
    people who like us.

    Dr. Robert Cialdini “ The Psychology Influence of Persuasion”


    5. Authority
    Authority
    We defer to the expertise
    of those who know more.

    Dr. Robert Cialdini “ The Psychology Influence of Persuasion”


    6. Scarcity
    Scarcity
    We want more of
    what we can’t have.

    Dr. Robert Cialdini “ The Psychology Influence of Persuasion”


    Class project
    Persuasion techniques:
    Marketing
    Persuasive
    Metaphors
    VOCABULARY
    Module 5: PITCH
    5. Pitch
    Preparing your presentation:
    guidelines and recommendations
    CONTEXT
    Where will you be speaking?
    AUDIENCE
    Who are you speaking to?
    PURPOSE
    Why?
    Parts of your presentation
    Introduction
    Benefits
    Key Points
    Closing
    Introduction
    1. Storytelling
    2. Ask a question
    3. Use a quote
    Benefits
    What’s in it for me?
    Key Points
    The first step…
    Next…
    For example…
    To illustrate...
    Finally...
    Prepare audience
    for conclusion
    Use a transition phrase
    Call for action
    Use eye contact
    Control your voice
    5. Pitch
    Presenting in english: strategies
    for the non-native speaker
    Tricks
    Research
    Write a script
    Empowerment
    Call prospects by name
    Use direct language
    Expertise
    Details
    about your products
    and purpose
    Success
    Stories
    or case studies
    STORYTELLING
    Adapt your script
    3 Day trial
    Discounts
    Demo
    Model of Product
    Samples
    Class project
    Pitch:
    Sales Video
    Recording

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