Effective Consumer Marketing for Founders
About this Course
In this unique course, I outline cutting edge behavioral theory behind effective consumer marketing campaigns, how to organize your thinking before hiring agencies and how to think through marketing playbooks based on the Phase of development. I also walk through you best practices in effective creative. Finally, I teach you how to measure campaign effectiveness using the right KPIs for fast-growing brands.
This Course Has 3 Sections
  • Effective Consumer Marketing - Session #1
    In the first session, I give a brief course overview and teach the behavior theory behind effective marketing as well as how to organize your objectives and gather the data you need to effectively create/execute campaigns.

    Sections include:

    1. What is Consumer Marketing?
    2. Key Objectives by Phase
    3. Writing a Creative Brief
    4. Fan Insights You Will Need
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  • Session #2 - Creating Your Playbook
    In this session, I'll cover best practices in great detail, including three recent case studies of highly effective digital ads in the CPG world.

    Sections include:

    1. Following Your Fan's Behavior
    2. Communication Best Practices for the 2020s
    3. Channel Options by Phase
    4. Test-n-Learn
    5. Budgetary Guidance
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  • Session #3 - Measuring the Results
    This is the session where you learn how to keep your team brutally honest about what it's achieving. Free, validated survey questions are included for immediate use.

    Sections include:

    1. Marketing’s Two KPIs
    2. Understanding Geography’s Role
    3. Pro Tips on Measuring Data Trends
    4. Measuring Awareness Growth
    5. Measuring HH Penetration Growth
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