Marketing Programs

Optimé offers leading edge learning programs, tools and processes to optimize your business results and develop your people. All of our programs are fast-paced with high engagement, creating sustained learner attention that ensures learning outcomes are achieved. Programs are designed by creating a balance of content, experience, experimentation, and personal planning. In addition, they feature a mix of independent study, classroom work, group projects, and individual assignments. Pre-testing and post-testing of knowledge and skills is used to evaluate outcomes.

The Sales-Marketing Relationship – Making it Work

In today’s organizations, a key variable for success is how the sales, marketing and customer service organizations are linked together and focused on the consumer. This program examines “key interfaces” that exist between the functional areas and shows how the field sales force serves as a crucial link in organizing and implementing marketing efforts. It also examines the industry trends making the collaboration efforts within the organization as necessary to operate effectively. Finally, it provides key strategies to ensure a positive long term approach to working as an integrated sales and marketing team.

Strategic Approach to Competitive Analysis

Understanding competitors is critical to be able to position your business for growth. Many leaders identify “increased competitive threat” as one of the key challenges to their business. When Chapters and Indigo were building mega stores, Amazon.com changed the competitive landscape with the introduction of their online business. Chapters and Indigo were forced into a position of catch up. This course provides the necessary tools and a proven approach to proactively understand the competition from a strategic standpoint and prepare your organization to capitalize on opportunities.

Strategic Consumer Marketing

The understanding of the strategic elements of brand building are often overlooked or not emphasized. This learning program is designed to create an understanding of the key strategic foundation of the development of a brand – the core elements of the positioning. The program explores what makes up a good brand, the role of the marketer in the development of strong brands and finally it allows the participant to work through a step by step approach to the 6 key elements of a strategic positioning.

The Marketer as Leader

Many companies are organizing around cross-functional teams. Some of these teams are designed to get a specific project completed; others are ongoing – part of the process of running a brand or portfolio of brands. This course explores the changing role of the marketer as not only the leader of the function but also the leader of a cross-functional team. It provides strategies to fully optimize the effectiveness of the team and deliver on the business objectives.

Optimizing the Relationship with Your Agency (And Outside Partners)

The nature of a marketer’s partnership with his or her creative, media, PR and/or promotional agencies can make the difference between getting outstanding or simply mediocre results. This course addresses the many common issues faced by marketers as they work with outside agencies, how to turn around a poor agency-client relationship, and how to further strengthen an already strong relationship.

Marketing Boot Camp

Many organizations have a need for a “common” language and level of skill throughout their marketing function. This course is designed to provide the fundamental framework for the development of marketing professionals in organizations. It will create an understanding of the role of the marketer and develop the marketer as a leader of the marketing process. Participants will gain an understanding of the key elements involved in the development of a marketing plan and develop their skills using their own business cases.

Which 50% of my Advertising is Working?

“I know 50% of my advertising is working – I just don’t know which 50%.” This course explores the optimization and effectiveness of resources being allocated to executing your communications strategy. It builds from the premise that the positioning strategy is the framework for communications. Participants will gain an understanding of the advertising development process and what are the key variables to help your investment work harder.