Targeting Learners Teaching Marketing Employees Through Visual, Hands-on Training Stephen Barankewicz Rationale From To • Isolated best practices • Globally shared best practices • Irregularly trained marketing associates • Level-set and trained marketing organizations • No shared common language • Shared common language put into practice • One-dimensional marketing associates • Multi-dimensional marketing associates Background • Avon is in the midst of a multi-year renaissance • Globalization of merchandising (brochure) standards • Past attempts included 3-day PowerPoint presentation Knowing our Audience • Marketers think they are creative – Feel process stifles creativity – Did Mozart and Bach use a process? – How do you write a Haiku? • Work with highly impactful visuals • Work with their hands Need to teach our Marketers the process for developing the Avon brochure in a manner in which they can connect Designing to the Audience • Streamlined and clarified the process • Created highly impactful visual map – NO PROCESS FLOWCHARTS • Developed simulation at end of each process stage – Actual current, local data – Report out with results they can use How are we making the learning stick? • Engaging our audience • Involving each Marketing Lead – Setting the tone • High level of engagement – Relevant activities – Relevant report out – Cross-functional teams What things have you done to engage your audience? Questions for Engagement 1. Avon has three distinct competitive advantages – our Representatives, the Brochure, and our Connection to Customers. Let’s see how we are optimizing these advantages in our market. We’ll read each Optimize the Advantage card, beginning with question number one. Let’s answer the question for the market where this session is taking place. Then, the reader will turn the card over and reveal the correct response. 2. Let’s read the Quote from a Competitor’s CEO card and discuss our opinions on the following questions: How can Avon become a part of our customers’ lives in ways that are different from our competitors? How can that be our competitive advantage? 3. Four major objectives have been identified for Commercial Marketing to Win with Commercial Edge. Read the Elevate Commercial Marketing cards and place them on the table so everyone can see them. How will excelling in these areas change how we are perceived in our market? Engagement with visual Learning Map® Report out – Product Activation Report out – Product Activation Report Out: Campaign Energy Chart Report Out: Campaign Energy Chart Brainstorm Activity • Partner up (or group of 3) • Describe a training program that you are currently working on, to brainstorm a different activity to enhance the learner’s level of engagement. Business Impact • Alignment – Within the Commercial Marketing team and their matrix partners • Process Improvement – Describes the impact of the program on the whole campaign process • Wild Cards – Indirect changes in behavior having a business impact as a result of this workshop Alignment • Level core knowledge “The training created a much greater awareness of what matters, both process and content.” (UK) • Common Language – better understanding of roles “We are hearing quotes from the training all the time, especially in critical brochure reviews. We see materials from the training and mimicking of the approach being used to train new people.” (UK) “Building common language within Marketing and with cross- functional teams has improved communication efficiency.” (China) Process Improvement • Annual / Quarterly Planning – Overall improvement – More structured; more creative – Better 360-Degree planning “Our recent annual planning had a tremendous improvement in category plan; much more focused internal assessment, market assessment, opportunities, key priorities and investments. We developed much more robust energy charts and events, not only at customer level, but at field level.” (Mexico) Process Improvement • Campaign Evaluation Package “Leader List decks now include an Executive Summary and a 3- year horizon; evaluation package includes many new analyses reports that improve our planning and productivity.” (SEA) • Brochure Structural Elements and Execution “We added the Back lead sections; enhanced back cover traffic” (China) “Brochures are looking more impactful with better door stopping offers. We have been planning center spreads and various sections better, plus looking for new offers.” (Australia) Wild Cards • Impacting inventory “Improving inventory management has been put on everybody’s radar.” (CEE) • Roles and Responsibilities “We have restructured the Campaign and Category marketing group post-training; also switched Demand Planning from Supply Chain to Marketing.” (Taiwan) • Schedules “Marketing PERT schedule has been reviewed and adjusted based on WWCE training, beginning with 2Q10.” (Taiwan) • Representative Communication, Pricing, Risk Thank you Questions?
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