Overview

In an era of data overload, the understanding and interpretation of customer data, behaviours, feedback, reviews in both structured and unstructured format becomes important. Traditional Marketing strategies of Segmentation, targeting and positioning (STP) are undergoing transformation in the era of personalized communication and segment of one. This is where the present workshop - Marketing Communication Strategy - Leveraging Customer Insights to create Compelling Brand Narratives is an amalgamation of data, insights, marketing strategy and personalized communication.

Stories have always been used by humans to connect and communicate and with the help of a cohesive narrative build an emotional link with the consumer. Brands want to communicate, they want to connect and, brands want to influence and persuade and, in the process, stay in the peoples’ memories for a long time. The magic ingredient is stories and narratives that create impressions that connect the brand with the target consumer in such a way that it creates an unbreakable bond between the two. Personal and emotionally compelling stories are more successful in engaging more of the brain as compared to simple statement of facts   and therefore are better remembered. The subconscious response after experiencing patterns which the story unfolds, takes the viewer/lister on an emotional journey that connects at various levels to result in a logical conclusion by a carefully crafted narrative. The human mind is more a processor of stories, not a logic processor, according to scientists studying the human brain.  Stories have the components that make information persuasive and memorable. Research showed that compelling a well-constructed narratives can be extremely effective in changing our attitudes, beliefs, and behaviors ( Zak, 2014, Harvard Business Review).

Objectives

Insights by themselves are meaningless unless they are translated into compelling customer propositions to create sustainable competitive advantage. Markets thrive on the information and perspectives presented to them from various sources. Customers today are more conscious of what a brand stands for what business is it in not just the product or service that it is providing. Its more value for value that need to be conveyed through each message to compete and emerge successful.  As customers along with their needs and thoughts are the pivot around which a brand revolves, the marketers need to harness all the key insights available. This workshop helps you bring together both the science and art of Marketing and Communication. You may learn to create an impact that makes you stand out in the cacophony of multiple products and brands in the marketplace. The experience of stories is being a part of an experience, and this makes impact of stories long lasting. The participants will create stories with verbal and visual communication techniques and tools to fortify learning and uncover and unravel customer insights.

Learning Outcomes

This is a learning and experiencing workshop which has at the same time a hands on craft-a- story approach, bringing together the concept of storytelling and narratives, key understanding of Branding and Verbal & Visual communication for crafting effective stories that are engaging, persuasive and entertaining at the same time. The workshop aims to connect the logic of the brain by tugging the emotional strings of the heart into everyday communication to create lasting impressions. The professionals will develop the skills and develop strategies through unboxing the potential of the box full of content they have.

Pedagogy

Delivering the content would involve a well-balanced combination of case analysis, videos, lectures and class discussions in-session exercises, analysis and experience sharing.  The participants will create stories with verbal and visual communication techniques and tools stories to fortify learning.

Who may attend?

For Start-ups looking to create a unique space in the market, for mid-level marketing managers looking to renew the brand imagery, for senior marketers wanting to tap into new customer segments.

Content of the Programme

Module 1: Learn how to create 

• Mindmaps - Beginning with a problem
• Customer Journeys – Diving into the ocean of information
• Data Mining – Uncovering and unlocking the potential/ unlimited possibilities
• Crafting Positioning – Creating enduring stars who undertake the journey
• Narrative framing strategies - how stories are told and contextualized
• Creating Brand Stories

Programme Directors

Dr. Anjali Chopra

Ph.D. (SNDT), MBA Marketing (Goa Institute of Management), BSc Statistics, Mumbai University

Dr Anjali Chopra is an Associate Professor and Program Coordinator (Sports Management) at KJ Somaiya Institute of Management, Mumbai in the Marketing & International Business Department. She has over 22 years of experience across academics and industry. She has worked with clients like Coca-Cola, Proctor & Gamble, Marico, ICICI Prudential, Star Network on various advertising testing studies and Brand Tracking studies. She has designed and delivered customized training programs for HDFC Bank’s Marketing Analytics Team, HDFC Life, Vietnam Prosperity Bank, Vodafone SME Business, Johnson & Johnson Consumer Products Ltd, Nerolac in machine learning, customer insights, sales processes. She has delivered training to over 2500 sales team of Vodafone SME team, 300 beauty advisors of Neutrogena, ASM’s of Nerolac and 60 Analysts at HDFC Bank and HDFC Life.

She has served as a visiting faculty with IIT Jodhpur School of Management (Marketing Research). She has designed and developed Marketing Analytics and Insight Mining at KJ SIM, she delivers Marketing Management, Consumer Behavior, Marketing Research, Country Analysis and Studies etc.

She has delivered MDPs to clients like Mahindra & Mahindra, Indian Merchant Chambers, Leadership team of Republic, INS Hamla to name a few. She has worked on consultancy projects with startups (Plant Based Start Up based in the US, Health & Fitness Sector based in Hyderabad), social sector (NGO established by two IITians) etc.

She has published several papers in renowned International Journals like Sage Publications and Taylor and Francis, Westburn Publications. She has presented her papers at International conferences (European Marketing Academy (Romania, 2017) , Global Marketing Conference, (Tokyo 2018, Seoul, 2020)  Sustainability Conference at IIM Shillong (2022), AIMS Conference (IIM Kozhikode, 2022). She has been awarded best paper at several conferences (7 till date)

Dr. Aparna Pandey

Dr. Aparna Pandey, PhD in Teams and Communication and PGD Indian Institute of Mass Communication, her areas of interest include communication skills, communication styles, communication in teams, corporate communication, and storytelling. She is passionate about traditional forms of communication and media, traditional art forms and narratives, sustainability, communication, and branding. She has over 10 years’ experience in industry and academics. and is presently working as Assistant Professor at the KJ Somaiya Institute of Management Studies in the Department of General Management.

She has paper publication on topics on Teams, Team Roles and Communication Styles and presented her papers at different International conferences like British Academy of Management (2022), Conference of the EuroMed Academy of Business, (2017,2019 &2020), Sustainability Conference at IIM Shillong (2022), AIMS Conference (IIM Kozhikode, 2022). Besides this she has presented papers in inhouse conferences International Conference on Challenges in Emerging Economies - Perspectives in Qualitative Research (2018,2019,2020 & 2021, International Conference on Energy Transition for Sustainable Development (2022), International Healthcare Management Conference (2022) and International HR Conference (2015,2018, 2019, 2021, 2022). She has been awarded best paper at conferences (2 till date).