Beyond the Collateral: Training
According to the SwanDog/FRC Beyond The Collateral: Unlocking Marketing’s Potential for Strategic Advantage study of financial services executives, the perception of financial service marketing is:
- Marketing is reactive — 74% of respondents feel that marketing reacts quickly to their needs.
- Marketing is not currently strategic – 68% say their marketers are not strategic.
- 88% believe marketing should be making a bigger strategic impact, but aren’t sure how to achieve this.
The Role of Training
- 79% of financial service firms currently have active sales training.
- Yet only 35% of financial service firms have active marketing training.
- Why not? The primary reason given for not having active marketing training -– “nothing available to fill the need.”
That is until Marketing Fuel!
What Is Marketing Fuel™?
A high octane, interactive workshop designed to energize, challenge and advance the skills of your marketing team. Fuel is facilitated by seasoned, industry practitioners who understand first-hand the challenges your team is facing.
This isn’t marketing theory — Fuel is practical hands-on marketing learning that can be put into practice right away.
“The combination of knowledge and advice that my department took away from the session was beyond anything I could have hoped for. They were so excited about the processes they’d learned that they couldn’t wait to apply them—and they already have some wins.”
Kandis Bates, executive vice president, marketing, LPL Financial Services
This highly customizable training program has a number of different modules, including many proprietary models, all tailored to the needs and challenges of the participants. It’s designed to be challenging, thought provoking, inspiring, and a lot of fun!
Why Marketing Fuel Makes Sense
- It isn’t a one-size fits all training program, but rather highly customizable – tailored to the specific needs and challenges of the participants.
- The training program is highly interactive, and focuses on areas that participants can put to work right away.
- It is facilitated by experienced financial service industry executives, each with over 20 years of marketing experience.
- The turn-key nature of the program makes it easy on you.
- The investment in training of your staff translates into your commitment to their development and better employee retention.
- Finally, it is a great mechanism for team-building too.
Marketing Fuel Outline
Marketing Fuel is a modular program that has many components. Training segments offered include:
- Strategic leadership – becoming more effective marketers
- Brand positioning and integration from the customers’ perspective
- CRM techniques marketers can help implement with sales
- Client segmentation techniques for more effective and efficient marketing
- Developing more effective marketing materials
- Focused marketing – help marketers hone in on fewer, more strategic marketing initiatives
- Marketing ROI – ways to truly measure and validate marketing initiatives
- Managing external resources for maximum results
- Marketing planning – critical steps, and facilitation - Each segment can be uniquely tailored to the client/participants specific needs and challenges.
- The actual schedule and content would be developed and tailored after detailed discussions and input with you.
We also offer a module for your sales force, “Getting The Most from Your Marketing Team.” Marketing Fuel is a great way to turn your annual sales meeting into an annual distribution meeting.
Length of Sessions
- Marketing Fuel can be customized to run between one and two days based on the participants needs: Single-day seminars can be a comprehensive marketing overview or delve deeply into one or two key topics. A comprehensive 2-day seminar can begin the process of marketing plan development. It’s all based on your needs and the depth of content you desire.
- The one-day session is typically conducted from 8:30 to 4, though we have split it into two consecutive half day sessions.
- The two-day session not only includes our all the content of our one-day alternative, but it also offers the opportunity to begin the process of marketing plan development. A great session to use if you are at the beginning of budget planning or introducing your team to a more formal planning process. This session uses our proprietary MPlan template.
Number of Participants
• Marketing Fuel can be delivered to groups from 4 people and larger — the ideal size is 15-18
- Sessions with less than four people require special arrangements as the program is designed to benefit from group dynamics.
- Depending on the training content, groups over 20 can be accommodated, however we try to limit the session to no more than 20 participants. Groups larger than 20 begin to lose interactivity and cohesiveness, taking on more of a lecture format.
To learn more about Marketing Fuel and how it can energize your marketing team, send an email to MarketingFuel@swandogmarketing.com
Contact us to get your marketing team Fuel-ed!
