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In-company training

- WE EMPOWER THE CREATION OF TRANSCENDENT AND DISTINCTIVE VALUE PROPOSITIONS -

Customer Experience

Objectives

To build a "differentiated and sustainable" business, it is crucial to establish a strong brand that resonates with consumers:

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  • Analysis of "Drivers" & "Barriers".

  • Definition of "Killer promise" + "Minimum promise".

  • Establishment of brand values

  • Construction of brand messages

  • Definition of interaction channels - ON/OFF

  • Definition of user acquisition channels

  • Establishment of "performance" metrics

  • 2.0 and 3.0 strategy - Social Media & Native content

Duration: 10h

Format: In-person or virtual

Sessions: 2 to 5

Contents

  1. What is customer experience? - the world of perceptions / the balance between the rational and the emotional

  2. We are all part of the brand - customer experience is much more than disconnected marketing actions

  3. The “customer-centric” culture

  4. The importance of customer experience as a brand culture

  5. The brand pyramid - Because being known is not the same as being recognized, much less being preferred

  6. The power of the enamored consumer

  7. The pillars of customer experience

  8. Multi-channel versus omni-channel strategies: flowing towards the UFO-experience

  9. Measuring customer experience - metrics and interpretation.

Product Optimization

Objectives

  • The aim of this course is to provide the keys to implementing business models in the digital environment. This applies both to "digital native" companies and to traditional companies that wish to transition to the digital environment and/or integrate different business models across various platforms.

  • Making the leap into the digital environment is not simply about establishing a presence on a series of specific channels. It requires strategic definition, understanding digital dynamics, how pure players operate, creating a value proposition, managing lifetime value, monetization models, and measurement and interpretation.

Duration: 7h

Format: In-person or virtual

Sessions: 1 to 2

Contents

  1. What is customer experience? - the world of perceptions / the balance between the rational and the emotional

  2. We are all part of the brand - customer experience is much more than disconnected marketing actions

  3. The “customer-centric” culture

  4. The importance of customer experience as a brand culture

  5. The brand pyramid - Because being known is not the same as being recognized, much less being preferred

  6. The power of the enamored consumer

  7. The pillars of customer experience

  8. Multi-channel versus omni-channel strategies: flowing towards the UFO-experience

  9. Measuring customer experience - metrics and interpretation

Digital campaigns - Success keys

Objectives

  • The aim of the course is to provide the keys to implementing a digital marketing strategy.

  • When launching a digital campaign, you have to go beyond simply accessing an ad publishing tool - you have to first define the strategy, the objectives, the target audience, the interaction model, the creative, the modeling, and the tracking indicators.

  • Additionally, the keys to selecting tools and building dashboards will be provided.

Duration: 12h

Format: In-person

Sessions: 3 to 4

Contents

  1. Consumers in a saturated environment

  2. Audience knowledge and definition of “target persona”

  3. From being known to being recommended

  4. Productive models and reactive models

  5. Creativity versus analytics

  6. Ten indicators

  7. Multi-platform and multi-channel interactive environments

  8. Attribution models vs. objectives

  9. Performance campaigns, branding, inbound, relationship marketing

  10. Clickbatting

  11. Campaigns in the social environment

  12. New digital environments

  13. Campaign interpretation and modeling

  14. Selection of measurement tools and construction of dashboards

Relational marketing

Objectives

  • Maintaining relationships with our customers/consumers is a key factor for any brand. And not only that, but having a good relationship model opens doors to generating new business.

  • The course offers the keys to defining a relational strategy for both B2C and B2B, opening the spectrum to maximizing the use of email, but also to a whole series of new channels that are complementary.

  • What to do on each channel? How to do it? And how to measure it?

Duration: 8h

Format: In-person

Sessions: 1 to 2

Contents

  1. Introduction to relationship marketing

  2. Relational strategy - "touch points" and channel synchronization

  3. Defining and prioritizing moments

  4. Presence versus relevance

  5. Email is not dead

  6. IMS Platforms

  7. Relational in-social

  8. Synchronizing the on and off

  9. Relational communication strategy - building and consolidating the message

  10. AIDA Method

  11. Rules of conduct - DO's & DONT's

  12. Measurement - indicators and interpretation

  13. Practical cases - practical exercise

Web analytics

Objectives

  • The digital environment evolves very rapidly, making it difficult to keep up. Furthermore, the addition of a technical component, with new concepts, further complicates the situation.

  • This course will provide you with the keys to measuring a brand's digital presence - both in terms of market analysis, competition, channels, and campaigns.

  • Knowledge of tool use, interpretation and construction of dashboards will be acquired.

Duration: 6h

Format: In-person or virtual

Sessions: 1 to 2

Contents

  1. Why is measurement important in the digital environment?

  2. Digital indicators

  3. Interpretation of digital metrics

  4. Digital market analysis

  5. Competitor analysis in the digital environment

  6. The in-house analysis

  7. Brand presence analysis

  8. Campaign analysis

  9. Analysis in social environments

  10. Web analytics tools

  11. Construction of dashboards

Super consumer- How to connect

Objectives

  • This course will allow you to learn about the trends and variables that are defining the relationship with the new consumer.

  • The first thing to understand is that for a consumer to connect with a brand, three brand desire variables must be taken into account: Meaningful/ Different/ Salient.

  • Based on these variables, the conversion funnel must be defined and how the omnichannel concept is integrated into it.

  • And for this, managing the data of this entire ecosystem of relationship between brand and consumer is key.

Duration: 8h

Format: In-person or virtual

Sessions: 2

Contents

  1. The 3 variables of brand desire

  2. The super consumer

    • Super connected

    • Super informed

    • Super generational

    • Super sensitized

    • Super libertarian

  3. New consumer behaviors

  4. The rules of environments - the economy of credibility

  5. The subscription economy - DIFM vs DYS consumers

  6. Omnichannel - ecosystem creation

  7. Immersive experiences

Trends Hunting

Objectives

  • The aim of these thematic sessions is to discover the sector trends that are defining the evolution of the market, covering aspects such as market modeling, value proposition, business models and the relationship with consumers

  • Gaining a 360º view of the sector as well as insights from international markets and specific references of "players" who are carrying out differential actions or setting the pace of the sector.

  • These are inspirational sessions, aimed at thinking "outside the box", especially if you want to stay up to date with the sector or are dealing with business transformation processes.

Duration: 8h

Format: In-person or virtual

Sessions: 2

Contents

  • The sectors currently being covered in trend analysis sessions are:

    • HR- HR TECH TRENDS and EDU TECH TRENDS

    • RETAIL/ FASHION RETAIL/ SPORTS RETAIL

    • HEALTH AND WELL-BEING

    • AUTOMOTIVE/MOBILITY SECTOR

    • REAL ESTATE/ CONSTRUCTION

    • TRAVEL/ TOURISM

    • PROFESSIONAL SERVICES

Digital marketing
projects

  • Introduction to Generative AI

  • Use of Generative AI tools

  • Complying with the Law in the Digital Environment

  • Consumer trends

  • The organization of the future

Training
projects

  • Havas Media

  • BMW

  • Volkswagen

  • Honda FInancial

  • Cacaolat

  • Affinity Pet Care

  • Takeda

  • Leroy Merlin

  • Adidas

  • Sage

  • Repsol

  • Grupo ADI

  • Mediform

  • AMECX

  • Accenture digital

  • CambraBCN

  • TMB

  • Luckia

  • ITW

  • Infoself 

Are you an entrepreneur? Do you need help? We support you from day one

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Flowing Knowledge

As part of our support to clients in their digital transition, we provide in-company training covering the following knowledge areas:

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  • Business models

  • Online marketing

  • Mobile marketing

  • Communication strategies

  • Web analytics

  • Mail marketing/notification strategies

  • Entrepreneurship - Creative disruption

  • Leadership - Team building

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We also prepare specific sessions for clients based on their needs - Masterclasses/Webinars/Courses/...

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