Morganiser: 7 steps

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Hi I'm Rowena from MacMORGAN Next Practice Marketing so we've given you a
series of videos which I hope you found really informative but I did want to
come back to this equation because when we started we talked about how much
complexity there is and complicatedness in marketing which usually result in
chaos and cost now when there is that much complexity is absolutely imperative
that marketers understand how to make clear choices bring clarity through
process and their expertise and actually that will translate your marketing
challenge into growth of your business so in summary the 7 steps that will help
you go from here to here in just one day are as follows the first one is the
Stratmap and this was all about mapping out who is your target and what is the
attitude and behavior change you need to be commercially successful the second
step is around briefing how do you make sure you capture single minded thoughts
onto your brief that will be very clear for your agencies the third step is
around insights and we talked about how to go from data into facts into insights
that connect to your brand benefit the fourth step was defining an idea now
this is the step that rarely happens and it is so important because if people
don't have an understanding of what is the idea it's a little bit like Chinese
whispers where everyone takes out something different the next step is how
to strategically assess an idea to see if it's any good or not is this a great
idea? this is an okay idea but needs tweaking or is this is actually an idea
that we should put aside and start again the next step is all around connections
and how do we prioritize how to connect using TRES so that we're able to give
direction to our agencies on what are the most meaningful ways to connect for our
brand and for our consumer and then last but not least it's about measurement now
when you've done these other steps well then it's very clear what success looks
like how are you going to measure it from your connections how are you going
to measure it against your business objectives and your marketing
and communication objectives so these seven steps will get you from here to
here we know this because we have run Morganiser: Marketing Excellence to over
7,000 people and there are still people to this day ten years later who carry
around their Morganiser which is this thing here so don't delay help
yourselves get out of the chaos and spin and into choice and clarity and enjoy
being a strategic marketer
hi it's me again if you enjoyed this video series then maybe you want to
think about coming to one of our training programs because not only do we
go into a lot more detail around the frameworks that you've seen we actually
provide live examples real case studies and role plays so that you actually
understand exactly how to do this back in your job so don't delay come and join
us we would love to see you there

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Morganiser: 7 steps

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