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Marketing made easy

 If you get your marketing right, the selling is much easier. Whether your market is Business-to-Consumer or Business-to-Business, there are some basic ‘dos’ and ‘don’ts’ that will make a big difference to your bottom line.  This workshop, which  will be run by Liz Taylor and Ruth Webber, includes: 

  • What’s your proposition?
  • What is its value?
  • But is there a market for it? How to find out...
  • Segmenting your marketing
  • Communicating your message
  • Publicity and promotion
  • Measuring your results

 
After this 1 hour master class with some real industry experts, you will have the skills, tips and confidence to use effective marketing techniques to make a genuine difference to your business success.
Speaker Biogs:   Liz Taylor: is director and treasurer of The Very People, and proprietor of Taylormade Marketing, a consultancy specialising in brand development. 

She has 25 years' experience in sales and marketing across a number of blue chip food and drink companies, encompassing UK and global markets, both in consumer marketing and business-to-business.

As Interim Global Marketing Manager, Asia Pacific, for The Edrington Group, she was based in Shanghai, where her brief involved building relationships with distributors and suppliers to maximise the potential of The Macallan brand in key markets.

Other previous employers include: Baxters Food Group, Jim Beam Brands, Whitbread PLC and Imperial Group, incorporating brands as diverse as Pot Noodles and Vladivar Vodka. More recently, Liz has been working with Macphie of Glenbervie, the Aberdeenshire food ingredients manufacturer, on projects involving new product development, internal process development and cost reduction.

Liz is a successful team player, highly organised in her project work, passionate about planning and believes strongly that creativity is essential in all aspects of business.  

Ruth Webber: launched her marketing career with a US company in London, while becoming qualifying with the Chartered Institute of Marketing. She is now a Fellow of the CIM and a Chartered Marketer. She established her own consultancy in 1989 and has provided strategic and operational marketing support for a wide range of private, public and not-for-profit organisations.

Research has always been an integral part of Ruth’s marketing activity, since she believes “you cannot build a strategy on assumptions or guesswork”. She has worked with numerous organisations large and small, where she has facilitated in-depth exploratory sessions with management, staff and board members.
Ruth has run a number of focus groups, including a roadshow throughout Scotland for Royal Incorporation of Architects in Scotland, where she facilitated sessions to explore members’ perceptions of, and satisfaction levels with, their services. She also investigated non-members’ resistance and requirements.

Agenda:
5.30pm - 6.00pm networking and buffet
6.00pm - 7.00 pm workshop
7.00pm close of event