Movement Marketing Masterclass
This two-day MasterClass, presented by international brand leadership experts, Dr Nikolaus Eberl and Herman Schoonbee (authors of the 2010 and 2014 FIFA World Cup Brand Ambassador Program and creators of the Movement Marketing Academy™) will teach you how to design a Movement Marketing Campaign to command Brand Leadership within your Industry.
'The New Dimension of Brand Leadership.'
How do the world's premier brands keep their edge and maintain vitality and relevance at a time when marketing is going through revolutionary times?
The answer is simple: They are sparking movements. Brands that spark movements are more likely to succeed in today's changing world than companies that adhere to traditional brand building. What if brands could align themselves with ideas on the rise rather than pushing product messages out to people?
In this Movement Marketing™ MasterClass, attendees and presenters will discuss the following:
- How to discover an issue or idea that really matters to your target market
- How to activate a consumer movement that is aligned to your brand
- How to generate an army of brand loyalists that change the industry
- How to leverage movement marketing to increase sales
Case studies include:
- How Obama leveraged Movement Marketing™ to win the 2008 US Election and build a Movement of 3.5 million volunteers and 6.5 million individual donors (who contributed US$750m to his campaign);
- How Gillette built a Movement of Women to double sales of the Mach3 razor in India in six months;
- How Dove used Movement Marketing™ to redefine the concept of 'Real Beauty' and Increased the sales of products featured in the campaign by 600 percent in the first two months;
- How Microsoft turned a boring product "MS Office Accounting Professional" into a Movement Marketing™ Campaign called "Ideas Win" that went viral on social media and overachieved Microsoft annual sales target threefold in less than two months.
Key Outcomes:
Having attended the Movement Marketing™ MasterClass, you will be able to:
- Identify an Idea on the Rise that intersects with your Brand Essence;
- Design a Movement Marketing™ Campaign that is aligned to your Brand Promise;
- Execute your Movement Marketing™ Campaign across various channels (both traditional media and social media);
- Measure the effectiveness of your Movement Marketing™ Campaign;
- Sustain your Movement Marketing™ Campaign.
Date: 20 February 2014 to 21 February 2014Time: 08:30 - 15:30
Venue: Palazzo Hotel, Monte Casino, Johannesburg
Cost: R8,999