EVENTS
Innovate Tees Valley Workshop: Market Your Innovation
June 6, 2018 
The Wilton Centre | 
9:00 am - 4:00 pm 
NEPIC is delighted to team up with durhamlane to bring you this free, full-day workshop where we will look at marketing – and explore the tools and techniques that you can use to effectively promote your product and process innovations.
You’ve invested resource and capital into your innovation, so now it is time to enable successful sales. To do this you need to morph from innovator to marketer and design a value proposition based on customer needs; evolve from communicating features to business benefits and ensure your marketing mix suits your markets.
During this practical and interactive workshop, we will provide you with the knowledge and know-how to develop a marketing plan that incorporates both traditional and digital strategies, compliments your business offering and enables you to maximise the return on your innovation investment.
Places are limited, with priority given to Innovate Tees Valley Programme participants, so please confirm your attendance by registering with us on-line.
We look forward to seeing you there!
Supporting small businesses
This event is being delivered in association with the ERDF funded innovate Tees Valley programme in which NEPIC is a partner. innovate TEES VALLEY has been established to help Teesside’s vibrant small business community achieve ambition and growth via service and product innovation.
Through innovate TEES VALLEY’s network of experts, we want to help you take your business idea forward, overcome growth barriers and seek success both here and overseas.
Be it a product, service or market exploration, innovate TEES VALLEY can provide extensive business and innovation support – accelerating you from idea to growth. Find out more or contact Amanda Rowan.
Marketing Your Innovation – Workshop Outline
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Morning Session |
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Purpose |
The morning session challenges participants to deep dive into the range of buyers they want (or need) to reach in order to commercialise their B:B innovation. |
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Content |
The importance of developing a Marketing strategy Understanding the changing trends in B:B buyer behaviour. Analysing the relative strengths and gaps of each business in their current approach to Marketing and how this helps (or hinders) developing a viable new business pipeline. |
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Customer Types Changing trends in B:B buying behaviours. Engaging with teams of buyers and different buyer types. |
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Empathy Mapping Devising relevant customer personas and envisioning how attractive your B:B innovation will be to them. |
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Customer attractiveness factors Testing assumptions you have made about your targeted B:B buyers. Validating the factors you will use to determine where and how to focus. |
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Outputs |
At the end of this engaging session, each participant will have a clear idea of where they should be focused and how they can best achieve their goals of gaining the attention and interest of their ideal B:B customers. |
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Afternoon Session |
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Purpose |
The afternoon session introduces durhamlane’s Marketing Strategy template, drawing on the full ‘marketing mix’ of options to enable SMEs with limited marketing spend to invest their time and resources where there can be most successful. |
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Content |
Get digital or die – how easy are you to find in the Digital Age? To strategise or not to strategise; common pitfalls of not having a digital marketing strategy. Learning from the leaders in digital (and analogue) success. |
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Inside out thinking Diagnosis of your digital footprint and where you can spend your time to be most successful. Digital Marketing SWOT analysis and building a plan. |
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Blueprinting Identifying where to focus and why in the digital universe. Creating a blueprint to engage potential customers by extending your digital footprint. |
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The Digital Marketing Mix Understanding how to present yourself, and your business, digitally, from physical to virtual, making the experience the same, or better. Essential do’s and don’ts of Social Media Marketing. |
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Wrap up |
You will leave the workshop with a practical Marketing action plan tailored towards engaging a viable customer base and suited to your available resources (time, people and finance). |
About durhamlane
durhamlane helps people and organisations increase their skills, performance and profits in a sustainable manner. We achieve this through consultancy, training and coaching services, outsourced solutions (lead generation) and sales recruitment – from graduates to senior appointments.
At the heart of our business is our proven methodology, Selling at a Higher Level. All of our training stems from this simple yet engaging and effective approach that helps business professionals (not just sales people) increase their effectiveness and have better business conversations.
Meet Alison Freer
As Director of Consulting & Learning at durhamlane, Alison works widely with fast growing companies to develop the commercial leadership capability they need to scale successfully. This includes devising business, sales and marketing strategies fit for growth at the speed of Digital.
An Association for Coaching trained executive coach, Alison specialises in developing the commercial leadership skills needed by senior executives and their teams to think and act with sustainable growth in mind. Alison has worked widely with many corporate sector and SME clients, as well as with teams in Sales, IT and Operations.
Alison partners closely with Newcastle University Business Schools, delivering to their MBA and Masters in Marketing programmes, and brings executive education experience to her work with senior sales leaders and their teams as they adapt to the demands of achieving sales success in the digital age.
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