Local Marketing Training

The Local Marketing Uni training material is designed to elicit new thinking about the importance and relevance of local area marketing and to engender measurable changes in behaviour in terms of the implementation and execution of fresh local marketing activities and initiatives designed to create locally grown leads and sales.

The training consists of lectures, group discussions, workshops, examples, and hands-on application where the students use workbook material to build components of their own local marketing plan. Each student gets practical experience and a certificate of attainment.

New course dates just announced! See Local Marketing Training Dates & Early Bird Rates.

Corporate training is available in Sydney, Melbourne, Brisbane, Adelaide, Perth, Hobart, Auckland, Wellington, Christchurch, Bangkok, Singapore and Toronto and there is a choice of topics that can be tailored to suit your individual requirements (see objectives below for further details). Please contact Greg Mullane on +61 417 060 833 or email gmullane@lamplan.com.au should you wish to discuss other venues or locations throughout the world. Feel free to submit a Course Enquiry form.

Full Day Corporate Training Course: $3000 (AUD) per course for up to 6 people (at your premises). Additional participants at $500 each. Where applicable travel expenses will be charged at cost. For a limited time (until November 9th, 2011) pricing is subject to a 30% discount.

Two hour, Three hour or half day sessions – price on application.

Full Day Public Training Course: $795 (AUD) per person (at a centrally located city training facility). For a limited time LAM Plan is offering 30% off for group discounts of two or more. Contact Greg Mullane on +61 417 060 833 or in Australia on 0417 060 833 for details. For expressions of interest for the next Public Training Course please complete the following Course Enquiry form.

Local Marketing Uni Objectives

Having attended Local Marketing Uni courses you will be able to;

Local Mar-ka-ching! Undressed

• Use a powerful visual concept to describe the aim of Local Marketing
• Describe the differences and links between Business, Marketing and Local Marketing Plans
• Define what a Local Marketing Plan is
• Uncover the four meanings of the Acronym LAM
• Explain the three key elements to successful Local Area Marketing
• Describe the types of businesses that need a Local Marketing Plan
• List 18 motives for implementing a Local Marketing Plan
• Produce an equation that demonstrates the potential power of Local Marketing 
• Recognise the trigger points for Local Marketing Planning
• Describe how to create a Local Marketing Plan
• Determine the major implications that Local Marketing has on your business
• Explain how this information can assist your business to generate leads and win new business

Unlocking the DNA of your Local Territory

• Describe eight key reasons why unlocking the DNA of your territory is important
• List five characteristics unique to any territory
• Analyse 25 features within these five characteristics that are the key to unlocking the DNA of any local territory
• Discover powerful and often overlooked local area characteristics that you can exploit in local marketing
• Determine how understanding the local area can be applied to your Local Marketing plan
• Explain how this information can assist your business to generate leads and win new business

Local Marketing: Fishing when the fish are biting

• Relate a powerful quote that encapsulates the importance of “fishing when the fish are biting” 
• Identify the relevance of “fishing when the fish are biting” to Local Marketing activities
• List nine reasons why it is important to apply this concept to Local Marketing
• Analyse past performance to identify trends in local demand
• Describe five key factors that impact demand in your local area
• Analyse 35 features within these factors that are the key to highlighting peaks and troughs in demand for your products throughout the year
• List your business’s top three peaks and troughs in demand throughout the year
• Evaluate the impact peaks and troughs will have on your local marketing plan
• Explain how this information can assist your business to generate leads and win new business

Local Marketing: Budget Bingo

• Describe what a Local Marketing budget is
• List twelve reasons why your business should have a Local Marketing budget
• Describe who requires a Local Marketing budget
• Evaluate the effectiveness of the six ways in which Local Marketing budgets are formulated
• Identify the five trigger points for creating a Local Marketing budget
• Incorporate four often overlooked elements in your Local Marketing budget
• Follow eight steps to build an appropriate Local Marketing budget
• Identify six key items that you can use from other companies to complement your Local Marketing budget at no cost to your business
• List seven common errors businesses make with Local Marketing budgets
• Explain how this information will assist your business to generate leads and win new clients

Other People’s People, Other People’s Money

• List four key elements you can leverage through using other people’s people
• List three key elements you can leverage through using other people’s money in your Local Marketing activities
• List nine reasons to utilise other people’s people and other people’s money in your Local Marketing activities
• List nine reasons why other companies would give your business access to their people and money for Local Marketing
• Identify eleven sources of other people’s people and other people’s money
• Describe nine key items that major suppliers may be able to provide for your Local Marketing activities
• List an additional nineteen ways external organisations may be able to assist your Local Marketing efforts at no cost
• Evaluate the potential for a joint venture style approach to Local Marketing
• Leverage your own company’s head office other people’s people, other people’s money sources for Local Marketing
• Describe five steps used to obtain access to other people’s people and other people’s money
• Explain how this information can assist your company to generate leads and win new business

Marketing: Ammunition at your Disposal

• Describe two possible derivations of the term Above the Line
• List seven characteristics of Above the Line advertising
• List four advantages and disadvantages of TV advertising and eight things to consider when using it for Local Marketing
• List five advantages and three disadvantages of Radio advertising and eleven things to consider when using it for Local Marketing
• Describe the eight key aspects of print advertising for Local Marketing
• Describe the one key advantage and five disadvantages of Yellow Pages advertising for Local Marketing
• Describe the characteristics of outdoor, billboards and posters and their impact on Local Marketing
• Describe the characteristics of Cinema advertising and its suitability for Local Marketing
• Explain how the term Below the Line was derived
• List the seven characteristics of Below the Line advertising
• List forty nine types of Below the Line activities that can be considered for Local Marketing purposes
• Describe the four key elements of direct marketing
• List eight ways to improve the response rate to direct mail activities
• Explain what Through the Line advertising is and its impact on Local Marketing
• Detail how Two Step or Attraction Marketing works and how it can impact your Local Marketing campaigns
• Describe the six key elements behind successful Two Step or Attraction Marketing campaigns
• Explain what Across the Line Marketing is and its impact on your Local Marketing activities
• Explain how this information can assist your company to generate leads and win new business

Master-Cheffing a Local Media Plan

• Detail the six key reasons why your business should have a Media Plan
• List six things to consider when formulating your Media Plan objectives
• Define your primary and secondary media targets and audiences
• Determine key messages by considering four important elements
• Build a contact list across targeted media
• Describe nine steps in building an appropriate local media strategy
• List eight items you should include in your press kit
• Explain how this information can assist your company to generate leads and win new business

Local Sponsorship Secrets

• List six powerful reasons to be involved with local sponsorships
• Describe nine key areas to look for local sponsorship opportunities
• List ten critical considerations when evaluating local sponsorships
• Describe the importance of establishing a commercial basis for participating local sponsorship
• Compare potential sponsorship’s coverage with your business’s territory
• Appreciate the power of in-kind support
• Describe sources of new sponsored party databases
• Describe five methods to leverage sponsored parties events
• List five ways to improve your positioning through local sponsorships
• Evaluate the effectiveness of proposed advertising and PR opportunities included in local sponsorships
• Create a plan to lock in exclusive sponsorship rights
• Explain how to identify a suitable campaign to tie in with the local sponsorship
• Explain how this information can assist you company to generate leads and win new business

Leveraging the Internet, Social Media & Selling Sites

• Detail the three key reasons why people go online
• Establish a powerful basis to build your entire Local Marketing internet strategy
• Relate a telling statistic about Yellow Pages usage
• Describe four core details to include on your web pages
• List the nine key elements of a successful website
• Define what a Blog is
• Describe how to become a recognised expert in your field by Blogging
• List five categories of subjects that your business can write a Blog about
• Describe why it is important to update Blogs frequently
• Identify sixteen things you can do to improve your website’s search engine ranking
• Explain the use of email and auto-responders for Local Marketing
• Explain five styles of web advertising and their impact on Local Marketing
• Review two styles of internet advertising payment models
• Evaluate the impact of Google Adwords on your Local Marketing activities
• List the four players involved in Affiliate Marketing and the three reward models for referring partners
• Relate eight powerful statistics that highlight the importance of social media and Local Marketing
• Explain the use of Twitter and list four business uses of the product
• Explain the use of MySpace, Facebook and Linked In and list five business uses of the products
• List seven reasons to use YouTube in your Local Marketing
• Describe how eBay, Amazon, Trading Post and Craigslist can assist your Local Marketing and understand the three types of selling prices that can be utilised with them
• List six key factors to bring your online Local Marketing strategy together
• Explain how this information can assist your organisation to generate leads and win new business

Local Marketing: Hints, Tips, Tricks & Tools

• Optimise your results by objectively looking at your business
• Identify five key areas that impact your current local marketing activities
• Evaluate the effectiveness of your current local marketing
• Identify what current activities you can leverage moving forward
• Evaluate the need for an external agency
• List three key items that you need to share with an external agency
• Use two key tools to optimise future local marketing activities
• Describe the key components of an effective local marketing calendar
• Describe four reasons to use a Local Marketing calendar
• Describe who requires a Local Marketing calendar
• Describe the five trigger points for creating a Local Marketing calendar
• Explain what return on investment is and the six reasons why it is important for Local Marketing
• Execute a return on investment equation
• Describe the six key areas of a formal return on investment schedule
• Explain how this information will assist your business to generate leads and win new clients