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Understanding Your Target Customer(s)/ Stakeholders

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Hello

Recent research (see Figure 1) found that customer understanding and insight was regarded as the most important quality that will help marketers succeed over the next five years.

 

Figure 1: The importance of customer insight (Source: The Marketing Practice, n=600)

So, stop. Just for a few seconds and think about your target customer. Can you visualise them in tangible terms? Do you understand how your brand can help them solve the challenges they face in their life? Does your brand resonate with them in meaningful and emotionally relevant ways? It’s also important to broaden your perspective to consider stakeholders. Focusing purely on customers is an oversimplification of reality.

To drive brand growth, you need to be able to answer these – any many more questions – so you can truly understand your customer. This short course on Understanding Your Target Customer(s)/ Stakeholders help you do that.

Relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process. He offered relatable examples which helped really solidify some of the more abstract ideas of the course.

Alexandra Iordache, Communications and Branding Director – Faurecia Clean Mobility (USA)

Brand-driven growth

This short course on Understanding Your Target Customer(s)/ Stakeholders is a section from our Delivering Brand-Driven Growth course.  If you’ve taken Delivering Brand-Driven Growth there’s no need to take this course. If not, then taking Understanding Your Target Customer(s)/ Stakeholders is a mighty fine place to start as it will give you a feel for the type of thinking we share in Delivering Brand-Driven Growth.

Benefits

  • Develop a detailed understanding of your target customer
  • Understand the neuroscience behind why emotion is the key driver of customer behaviour
  • Drive brand innovation by helping your target customers and stakeholders get “jobs” done
  • Launch goods, services and experiences your customers don’t know they need – just yet
  • Understand why smart marketers focus on stakeholders – not just customers
  • Know how you can deliver brand growth through partnerships
  • Learn from best practice case studies
  • Apply practical tools & templates that will help you understand your target customer – and stakeholders
  • Receive practical advice based on the trainer’s 25+ years of global experience so you can get customer-centricity programmes right
  • Enrol with confidence due to our no questions asked 30-day money back guarantee

Meet your workshop facilitator: Dr. Darren Coleman

Dr. Darren Coleman

Darren has over 25 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through brand experiences. Johnson & Johnson, BUPA, Dubai Properties, Maybank, Orange, and PepsiCo are among the brands he has helped.

Darren holds an MA in marketing and a PhD in B2B services brand marketing. Darren recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution which is available in Korean and is due for publication in Mandarin / Turkish (2021).

 

Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn

How is the content delivered?

Approximately 60 minutes of recorded video content broken down into

  • Introduction of key ideas/insights
  • Case study evaluation
  • Application of practical tools & templates
  • Progress points and quizzes – to check you’re on track

The course on Understanding Your Target Customer(s)/ Stakeholders split into shorter segments. Ideal for watching over a cup of coffee or with a cup of tea. To give you a feel for the content here’s a short clip:

 

Who has this course been designed for?

If you’re responsible for marketing, brand, brand experience, customer experience, corporate strategy, sales, business development, insight or corporate communications this course on Understanding Your Target Customer(s)/ Stakeholders is for you. Consultants and advisers who work with brands will also find this course useful.

I especially liked the customer psychographic profiling. I did the profiling exercise with my team after attending the course. This enabled us to identify our ideal target customer which definitely helps focus our product marketing strategies.

Karen Ng, Mary Kay Marketing Director (Malaysia & Singapore)

What does the course cover?

  • Learning objectives
  • Profiling your target customer(s)
  • The importance of emotion 
  • Driving brand growth through jobs to be done thinking 
  • The importance of stakeholders
  • Growing through brand partnerships (1)
  • Practical advice, tasks and recap
Expect to be challenged with Knowledge Checks and end of section quizzes

Selected case studies

To illustrate how the ideas this course introduces work in practice case studies from around the world are used. Here are just a few examples:

 

100% Money Back Guarantee

If for any reason you’re not satisfied with the course, simply e-mail info@wavelengthmarketing.co.uk during your first 30 days and we’ll refund your money.

No questions, quibbles or qualms.

We simply want you to enjoy the course and if you discover it’s not for you we wish you well.

Before you do ask for your money back we’d strongly suggest you complete the whole course. That’s where you get the real value. It would also be great if you could outline why you weren’t satisfied. We can then try to improve the course. But if you don’t feel the need to share your thoughts that’s fine.

How long can I access the course content for?

90 days. During that time you can review the materials as many times as you like!

Disclaimer

This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.

This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.  

For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated / intended. All rights reserved to the copyright owners.

If you haven’t taken Delivering Brand Driven Growth then taking this course is a mighty fine place to start. It will give you a feel for the type of thinking we share in Delivering Brand Driven Growth and provide a great introduction to the course.

Feature image credit: Alex at Unsplash