Jun 07 - Jun 07, 2022
This is the second workshop in the ANA’s Establishing an Effective Digital Brand Connection Program, a two-part series. To achieve mastery in this topic we encourage you to register for both workshops in the series, however you may register for any workshop that best fits your needs. Many marketers still struggle to connect digitally with customers in ways that clearly and authentically communicate the brand essence – and why your customers should engage with you. The idea that you can convince customers to engage or purchase simply by telling them to is flawed; today ‘story doing’, showing, and acting on how your business can improve your customer’s life is essential to make a lasting impression. Too often, brands today talk about who they are, their funding, or technical issues at a level that only an engineer could grasp. Talking this way alienates customers and, consciously or subconsciously, leaves a poor taste in their mouth, further risking losses in revenue and market share for your brand. Marketers need to clarify their brand’s voice, personality, and purpose to tell a story that resonates across all digital touchpoints and helps drive customer value. In this workshop we walk you through the steps to driving consumer engagement with a brand’s digital presence by homing in and getting clear on an effective Brand Story for a sample brand. Having established a clear Brand Story, you will then learn how to leverage that Story to drive digital consumer experiences that resonate with customers and drive lifetime value. Target Audience This workshop is for marketing and brand managers responsible for building a successful web presence and activation strategy, including: - Marketing Managers - Digital Marketing Managers - Community Managers - Social Media Managers It is particularly relevant for brands that: 1. want to build competitive advantage with their digital presence; 2. are struggling to improve reach and customer loyalty but aren’t sure why; 3. have limited (or no) dedicated content marketing team and need tools to help maximize resources and manage responsibilities efficiently.