National Seminars Group
a division of Rockhurst University Continuing Education Center
Course Description

This seminar is offered onsite only. The descriptions and outlines specified below are examples of the topics covered in this seminar. Actual seminar content will depend on your organization's needs. Of course, we customize the seminar's content to meet the specific needs of your organization.

Marketing Essentials (for people who are new to marketing or have no formal marketing training)

Discover how easy it can be to successfully market your products, services or organization!

Program Description   Who Should Attend

Workshop Agenda  
What You’ll Learn  

Program Description

If you’re in business today, you’re in the marketing business.
Whether you sell ink or dry cleaning services, books or book cases. Whether you’re campaigning to save the arctic seals or fundraising to build an arctic seals exhibit for your zoo.

Fact is, without effective marketing, your product, service, organization or cause
is doomed in our hugely competitive marketplace. It’s just that simple.

Marketing messages barrage your potential customers or audience 24/7 ... from ads popping up on Web pages to ads popping up in the most unexpected places ... not to mention in newspapers, e-mail, magazines, radio, TV, billboards, faxes, telephone directories, direct mail, fliers, brochures, catalogs. The media list just keeps growing.

So how do you get your message noticed in this churning sea of competition, especially if you have no formal marketing training or background?

Finally, marketing training especially for non-marketing people!
Attend Marketing Essentials for an idea-packed day that will make an incredible difference in your marketing results. Developed specifically for people with no marketing background, this exciting workshop does away with marketing theory and jargon to focus on easy-to-apply marketing techniques, tricks and tips guaranteed to work hard for you.

Just a sample of what’s in store...

  • Get tons of creative ideas you can adapt and use immediately
  • Profit from the 10 Unbreakable Rules of Marketing — and know when to break them
  • Save a bundle by avoiding common marketing mistakes
  • Identify your target audience and know the best way to reach them
  • Develop a marketing plan that boosts profits way up

Dramatically increase response with copywriting tricks of the trade
Obviously, we can’t turn you into a professional copywriter in one day, but we can share the secrets top copywriters use to grab attention — and to move people to act. You’ll find out which words draw readers in and which turn them off. You’ll learn engaging new ways to state your offer and make your message stand out from the crowd.

  • Recognize magic words that sell, sell, sell!
  • Develop a crystal clear, consistent message
  • Sell benefits instead of features
  • Move your audience to action

Discover how to make a big splash on a small marketing budget
Every penny counts in business today, which is why we’ll focus on creative marketing strategies that won’t break the bank. You’ll learn innovative ways to get more attention for less money and to profit from non-traditional marketing approaches. Most important, you’ll be wowed by a visual feast of successful marketing efforts that drew amazing results —ideas that can work for you!

Invest one day — for years of payoff in bottom-line profits!
The marketing tricks you’ll learn in Marketing Essentials will pay off in increased profits for your organization for years to come. Why waste precious time and money struggling with marketing efforts that don’t deliver when you can attend this workshop and gain marketing “how to’s” guaranteed to get incredible results?

What You’ll Learn

20 Big Benefits of attending this workshop

  1. Leave with a specific marketing plan that will boost your sales into orbit!
  2. Get tons of great marketing ideas — and know how to make them work for you.
  3. Use “hot buttons” to motivate people to buy your product or service, or to donate to your organization.
  4. Avoid common marketing errors that can cost your organization a bundle.
  5. Communicate with clarity to copywriters and graphic designers.
  6. Dramatically improve your results simply by sprinkling your copy with words and phrases that sell like magic.
  7. Identify your customers or audience, then target your message to their unique needs.
  8. Make a big marketing splash on a little budget with creative marketing ideas.
  9. Stand out from the crowd — and outfox your competitors — by using alternative media.
  10. Make ‘em an offer they can’t refuse ... and watch them buy, buy, buy.
  11. Negotiate major savings on any form of advertising.
  12. Boost response rates with copywriting techniques from the pros.
  13. Harness the tremendous potential of Web marketing for amazing results.
  14. Use color and graphics to add eye-appeal to your message.
  15. Increase customer response with a compelling call to action.
  16. Save time, effort and money by developing a clear objective for your marketing efforts.
  17. Write attention-grabbing headlines that lure your readers into your message.
  18. Know how to choose a list that will pull the response rate you’re after.
  19. Accurately measure the results of your marketing efforts — and use the info to your advantage.
  20. Be the hero when your new-found marketing expertise increases your organization’s bottom-line!

Top of Page

Who Should Attend

  • Small business owners
  • Nonprofit personnel
  • Sales professionals
  • Marketing newbies
  • Web professionals
  • Administrative personnel
  • Advertising reps

Workshop Agenda

I. Marketing Essentials: “Must-Know” Basics for Marketing Success

  • Wide world of marketing: Recognizing the enormous array of options that constitute marketing today
  • The 10 Unbreakable Rules of Marketing — and when to break them
  • Information you must know about your product, service or industry before you can market it successfully
  • 7 common marketing mistakes and how to avoid them
  • Real-life marketing success stories campaigns from the big names to mom and pop businesses

II. Identifying Your Market and What Motivates Your Customer/Audience to Buy

  • A list of key questions to help you define your target audience
  • “Hot buttons” that motivate people to buy/respond
  • Tips for generating hot business leads
  • Customer surveys and other market research tools that won’t bust the budget
  • Resources for getting the scoop on competitors and trends that affect your type of business

III. Creative Marketing Approaches for Tight Budgets

  • Exploring alternative types of marketing media for bright ideas
  • Tapping non-marketing approaches to marketing, from sponsoring public events to giving awards
  • Using the lure of contests, freebies and give-aways — without draining the budget
  • Tips for generating more creative marketing ideas than you know what to do with
  • Working with graphic artists to get the look you want

IV. Get Graphic! How to Stand Out From the Crowd

  • Graphic design basics that will help you market your product/service
  • How to capture attention by understanding the reader’s eye flow


Continuing Education:
Continuing education credits may be recognized by your professional board. Contact your own board to find out what's required.

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