Total immersion, evidence-based strategic planning seminar and workshop. One day that will improve the way you do marketing forever.
Covering:
- Setting up marketing objectives
- Strategic Planning – how to achieve your marketing objectives
- Channel Platform
- Negotiation for success
- Creating a messaging platform
- Feedback and Measurement
The T.O.E. Seminar Includes:
- Personalized seminar/workshop
- Materials
- Hands-on personalized workshop
- Post-workshop consulting
What you'll learn:
- How to set realistic sales or SOM goals
- How to create a total marketing program that includes all consumer touchpoints: merchandising, promotions, advertising, media, messaging
- How to evaluate, plan and buy media, from traditional to digital, mobile and direct.
- A complete rundown on media definitions, metrics and techniques
- For some very specific clients: direct marketing and media including: how to set up the allowable, cost/call, cost/click, cost/lead and more; how to build models that will allow you to evaluate media choices quickly and accurately
- Negotiations strategies and techniques
- How to get effective consumer insights, from proprietary research methodologies to the use of syndicated and existing research
- How to use consumer insights to make sure your contact platform matches your communications platform
- How to set up a feedback mechanism and a dashboard
- How to obtain the best results from your agency, marketing and advertising staff
Who should attend:
- Brand managers, product managers and client-based marketing professionals who want to understand the entire marketing and advertising process and achieve outstanding results either alone, in-house or with their agencies
- Advertising people –especially those in account and planning—who want to grow professionally
- Client-based marketing directors who are ready to become CMO’s.
- Advanced marketing or advertising students who want to understand their industry to the fullest
Seminar, Conferences, Training Experience
- Keynote speaker in the Hong Kong Publicitas International meeting
- Keynote speaker, Premios INTE, Miami
- Speaker and Moderator at several IAA Conferences and round tables in Miami including the Symposium on the Future of Media
- Keynote Speaker - UCEP National Conference, Cartagena, Colombia (3 times)
- Keynote Speaker - Creativa 99, Mexico DF
- Speaker - Caribe 94 Creative Conference & Caribe 2000, Panama
- @d:Tech, Miami, 2000
- Panelist at the IAA Miami Conference on Media Effectiveness
- Keynote speaker - Conference “The Future of Media in Latin America” to the Costa Rican Assoc. of Ad Agencies
- Speaker - II Annual Media Conference in Bogota Colombia. Voted best conference in the seminar
- Training Conferences to the Asociacion de Radio Difusores del Distrito Federal (Mexico)
- Coordinator/lecturer at the Universidad Anahuac (Mexico) graduate course on advertising
- Lecturer on the Creative Magazine first “Media Week Workshop” in Mexico
- Speaker - at the Asociacion Mexicana de Agencias de Publicidad first media conference
- Professor at the Anahuac University post graduate course on Strategic Planning
Marcelo Salup
Marcelo Salup brings over 30 years of experience in all areas of international marketing and advertising. Marcelo began his career in Spain, became Chief Copywriter of Kenyon & Eckhardt’s international team, moved to the Dominican Republic as Creative Director of Siboney/FCB and then continued his creative career in the U.S. at DMB&B where he won 2 Addy Awards. Then he switched to media.
His next move took him to Mexico, as VP Media Director at McCann-Erickson, then to Foote Cone & Belding where he rose from VP Regional Media Director for Latin America to Executive VP and International Media Director. Along the way, he lived in Mexico, again, then in Argentina, London, New York and Miami.
Working with blue-chip companies across continents, Marcelo developed three specialties: new product introductions, integrated planning methodologies and developing feedback & tracking disciplines. These included multi-media mixers, Constellations –the first mathematically defined clustering software in Latin America, and the creation of TOE (Theory of Everything), a strategic planning methodology that took clients from goal and objective definition, through contact planning and messaging platforms.
His work with new products straddle a dozen categories including automotive (Renault, Pontiac, LADA, General Motors), financial (Visa, MasterCard), airlines (Iberia, Laker), soft drinks (Diet Coke, Quatro), alcoholic beverages (Sauza), Restaurants (McDonald’s, Dunkin Donuts), Consumer goods (SCJ), Food (Nabisco), Technology (Samsung, Kingston) and more.
Marcelo has given nearly 100 seminars around the world on topics like the Future of Media, Segmentation, Media Strategy & Planning, Creativity in Media and Strategic Planning. He has trained hundreds of marketing and advertising professionals around the world.
Marcelo Salup brings over 30 years of experience in all areas of international marketing and advertising. Marcelo began his career in Spain, became Chief Copywriter of Kenyon & Eckhardt’s international team, moved to the Dominican Republic as Creative Director of Siboney/FCB and then continued his creative career in the U.S. at DMB&B where he won 2 Addy Awards. Then he switched to media.
His next move took him to Mexico, as VP Media Director at McCann-Erickson, then to Foote Cone & Belding where he rose from VP Regional Media Director for Latin America to Executive VP and International Media Director. Along the way, he lived in Mexico, again, then in Argentina, London, New York and Miami.
Working with blue-chip companies across continents, Marcelo developed three specialties: new product introductions, integrated planning methodologies and developing feedback & tracking disciplines. These included multi-media mixers, Constellations –the first mathematically defined clustering software in Latin America, and the creation of TOE (Theory of Everything), a strategic planning methodology that took clients from goal and objective definition, through contact planning and messaging platforms.
His work with new products straddle a dozen categories including automotive (Renault, Pontiac, LADA, General Motors), financial (Visa, MasterCard), airlines (Iberia, Laker), soft drinks (Diet Coke, Quatro), alcoholic beverages (Sauza), Restaurants (McDonald’s, Dunkin Donuts), Consumer goods (SCJ), Food (Nabisco), Technology (Samsung, Kingston) and more.
Marcelo has given nearly 100 seminars around the world on topics like the Future of Media, Segmentation, Media Strategy & Planning, Creativity in Media and Strategic Planning. He has trained hundreds of marketing and advertising professionals around the world.