Brochure for the Loyalty & Advocacy Marketing course taking place in Kuala Lumpur, Malaysia on 7-8 November 2012. Trainer: Michael Leander Organizer: Marcus Evans Learn more about Michael Leander here http://www.michaelleander.me

1. marcus evans professional training
Loyalty & Advocacy Marketing
This event is endorsed by the Chartered Institute of Marketing Malaysia (CIM) and accredited with 14 CPD
hours forMARKETING training to CIM members who are currently working toward the Chartered Marketer
this two days SERIES
status only
“The aim of marketing is to know and
understand the customer so well the product
or service fits him and sells itself.”
Peter F. Drucker
Attend this practical event and gain practical insights into:
• Upgrading your current loyalty programme to enhance overall customer experience
• Developing one to one relationships with your target audience
• Increasing customer retention and turning them into brand advocates
• Enhancing brand loyalty through tailored loyalty programme that deliver true value
• Creating a strategic platform to understand your customer better
professional training www.marcusevanspt-asia.com

2. Loyalty & Advocacy Marketing
www.marcusevanspt.com
Why should you attend?
Instead of continually developing new programmes that cater to customers’ constant changing behaviour, advocacy marketing will help your company to promote
your product and brand with no cost. Customer loyalty is important, but it takes time, energy and more importantly, it incurs costs. By using both loyalty and advocacy
marketing, a company does not only retain customers but watch them spread about the product to their peers and families. This decreases costs and boosts profits
as their focus is then directed to strategising on improving the profitability of the product. Therefore, by attending this course, marketers can expect fresh ideas to
be brought back to the company without regret.
Day 1
“It always amazes me how few
Session one
marketing experts really
Elaborating the seven components needed in loyalty and retention efforts
• Understanding the seven key components marketer needs to master now in order to maximise Return On understand what it takes to get
Investment (ROI) and meet customer expectations customers. Michael is one of the
• Integrating these components to affect the efficiency of loyalty and retention efforts very rare exceptions. And, just as
• Exploring how social landscape play a role in these components important, he is entertaining,
and makes things clear.”
Exercise: Brainstorming marketing IQ questions and learn from the results
DRAYTON BIRD
WORLD RENOWNED MARKETING GURU
Session two AND BEST-SELLING AUTHOR OF
Directing marketers to consumer action for your company through loyalty and advocacy COMMONSENSE DIRECT MARKETING
marketing
• Defining consumer action
• Identifying the important changes in direct to consumer actions for your company “He can deliver an experience
• Justifying these changes that impact your brand now and in the future and talk the talk, but he's an
• Capturing the key components needed to be addressed from leverage best consumer action strategies experienced practitioner who
• Learning how consumer action can increase revenue and retention can also walk the walk.”
CO-FOUNDER AND PRODUCER
Exercise: Discussing which consumer actions need to be taken UNCORNERED MARKET
Session three
“As a person, considering his
Unveiling the mysteries of loyalty and advocacy marketing through real-life cases
• Learning from case studies how loyalty and advocacy marketing can positively impact your return on training, Michael has a great
investment (ROI) in marketing sense of understanding people
• Providing real life examples of loyalty and advocacy marketing and taking the right approach.”
• Learning why these examples were successful
GOVERNMENT AFFAIRS MANAGER
• The take away key best practices FEDMA
Exercise: Real-life examples will be shown to familiarise delegates how loyalty and advocacy marketing can
have a positive effect on all of an organisations communication efforts
Session four
Drilling into customer loyalty behaviours to communicate with customers effectively
• Investigating how to outline a plan for tracking customer loyalty and retention behaviour
• Devising a structured data and systems plan to effectively track customer behaviour
• Learning how to pin-point loyal customers using RFM and twin segmentation
• Examining how to effectively setup programmes that can systematically deliver communication to different
customer segments
Exercise: Delegates learn how to work with behavioural tracking and segmentation
Session five
Leveraging on various tools to enhance the use of loyalty marketing
• Developing the calculation and measurement of loyalty scores
• Understanding the actions needed in order to pinpoint highly profitable customers
• Setting up programmes to maximise earnings from these customers
• Discussing how to tag advocates and the tools to manage
• Activating advocates by utilising tools for scoring
Exercise: Delegates examine concrete examples derived from various loyalty and advocacy programmes and
derive valuable input on which tools exists to improve the loyalty and advocacy marketing efforts
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3. Loyalty & Advocacy Marketing
www.marcusevanspt.com
Turning ‘Theory’ into ‘Practice’
This highly interactive and intensive training course provides attendees with the latest practices, tools and techniques. Our format combines real-world practical case
study examples, hypothetical scenarios, role-playing, group exercises and tutorial style presentations with a focus on collaborative and interactive learning
Day 2
Session one
Embracing advocates into your marketing strategy
• Understanding the advocacy trend and how you can leverage that to your benefit through multiple
channels of communication “Knowledge of Marketing and
• Infusing small actions of care into loyal customers with simple programmes that will turn them into word technologies in connection with
of mouth active advocates modern way of managing make
• Ensuring customers become part of the product (lifestyle) with examples from LEGO, a popular line of Michael Leander Nielsen a
toys)
leading expert in his field.”
• Investigating flaws in the planned strategy
CEO & DIRECTOR OF CLIENT
MANAGEMENT
Exercise: Delegates learn how to apply this session through interactive excercises
Session two “He is funny but the most of all;
Incentivising the choices of advocates to maximise your marketing returns his tips and information are
• Understanding critical pain points of advocates and why they should be advocates useful and help at my work.”
• Equipping advocates the desired word of mouth
DIRECTOR
• Examining and managing different kinds of advocates
PROFITAD
• Optimising your results from your best chosen advocates
Exercise: Looking into best practices for incentivising advocate customers (or not) “I am very eager to implement
some of Michael's ideas and
Session three believe they will really help our
Monitoring customer advocates with ease to enhance customer experience activities. I look forward to
• Creating customer insights and making that insight actionable meeting him again in the
• Tracking customer advocacy by leveraging new scoring and performance methods
future.”
• Designing unique customer experiences for customer advocates
• Understanding how to identify hot spots and opportunities MEDIA BUYER AND PLANNER
Exercise: Best practice case studies is referenced and discussed
Session four
Communicating with advocates effectively both online and offline
• Determining the targeted advocates based on your objectives, timing, immediacy
• Choosing optimal channels to communicate depending on your objectives
• Generating discussion groups that spread positive and transparent relationship with customers which
encourages word of mouth whilst building your online brand reputation
• Catching and maintaining the hype of advocates
• Gaining insights online and offline to better understand how you can tune your advocacy programme to
perform better in the future
Key message summary and closing remarks
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4. Loyalty & Advocacy Marketing
www.marcusevanspt.com
Benefits to you
• Benefitting from small class size to enhance learning experience and interaction with trainer and other participants
• Learning from expert facilitator on the subject matter
• Sharing on latest practices, tools and techniques
• Putting theory into practice: Immediate application in the workplace
Who should attend?
This workshop will be of benefit to Marketing Heads, Directors and Managers who want to learn tactical tools to enhance their marketing strategies.
Duration of Course: 2 Days
Location & Dates: JW Marriott Hotel, Kuala Lumpur, Malaysia | 7th & 8th November 2012
Course Code: KL-MKM3066
Other Marketing Programme in our Portfolio includes:
• Channel Management
• Marketing Metrics & Analytics
• Product Life Cycle Management
• Marketing Planning
Programme schedule
Day one & two
0830 Registration and morning coffee
0900 Morning session begins
1030 Morning refreshments and networking break
1245 Networking luncheon
1345 Afternoon session begins
1545 Afternoon refreshments and networking break
1730 Course concludes
About your trainer
Michael Leander CEO
Michael Leander Company, Denmark
Michael Leander is the CEO and principle consultant of Michael Leander Company, a boutique consultancy firm specialised in helping B2B and B2C marketers improve
customer acquisition, retention and loyalty through cleverly designed and highly cost effective customer management programmes. He is also the CEO of Poets and
Plumbers A/S (Professional training and coaching), the founder and CEO of Markedu (Professional training and coaching) and CxO of Fokus Integrated – International
direct and interactive marketing consultants.
An in-demand speaker and trainer, Michael has delivered presentations and training in more than 35 countries on 4 continents. He frequently spoke and taught as
an industry expert at trainings, conferences, seminars and trade-shows. He has been on the judges panel of several loyalty, direct- and digital marketing awards
including the European Loyalty Awards, South African Direct Marketing Awards, Indian Direct Marketing Awards and more. He is also the chairman of Federation of
European Direct and Interactive Marketing (FEDMA) and an advisor to several technology and content operators catering to the loyalty marketing and multichannel
marketing automation needs of B2C and B2B targeted corporations.
Michael Leander is known for his engaging and dynamic presentation style. Hundreds of marketing professionals from more than 75 different nations have labelled
him “funny“, “entertaining“, “real expert“, “inspirational” and “most valuable speaker“. Driven by an increasing desire to inspire and teach others Michael Leander
ventured into the speaking and training circuit. His burning desire to convince marketers about the importance of topics such as objective focus through marketing
metrics (Return on Marketing Investment), multichannel marketing, recipient control, data quality and the opportunities presented by direct marketing and digital
marketing has been his main driver.
Some of Michael’s Clients list:
• Americana Group • IBM • Texaco
• Bang & Olufsen • General Electrics • Santech Micro Group
• Customac ASA • GE MoneyBank • Statoil
• Elaraby Group • Gjensidige Norway • SuperOffice
• Georg Jensen • Grundfos • GE Money Bank
• Janna Systems Nordic • Pfizer • Ikea Bank (Ikano Finans)
• Kometh Company Inc • Philips South East Asia • Danske Bank
• Maersk • Novo Nordisk
professional training
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5. marcus evans
professional training
Trainers – key to our success!
marcus evans’ trainers are leading associate trainers. This ensures that our trainers are the best and most appropriate trainers for each individual course in terms of areas
of expertise, training style, commercial industry experience and proven results.
We choose trainers who are specialists in their respective fields and are dedicated to enhancing the skills and knowledge of our delegates through practical, interactive and
applicable training.
Training style – making training dynamic!
Our trainers are selected on their ability to inspire, motivate and empower delegates. This is achieved by delivering training that is dynamic and relevant to the day-to-day
challenges delegates face in the real world.
All of the training courses offered represent a blend of tried and tested methods as well as the latest tools, techniques, market research, case studies and dynamic ways
of thinking.
A maximum of 25 delegates per course in deluxe training venues allows for interactive training through group discussion, role-plays and exercises giving delegates the “how
to” applicable and adaptable skills that they can use on returning to work.
Course content – making it relevant!
All delegates complete detailed pre-course questionnaires before the event enabling trainers to tailor course content in order to meet specific delegate needs.
Delegate objectives are re-visited before, during and after the event allowing us to focus on outcomes and address any delegate concerns as and when they arise.
Where applicable, our trainers also act as coaches in providing one-to-one advice and feedback both during and after the course. To support your learning, we provide extensive
documentation on all courses including, theory, models, exercises, worksheets, case studies, action plans, slides and further reading and reference material.
Course information
Upon receipt of your completed registration form you will receive formal confirmation of your booking. Approximately three weeks before the respective course you will receive
all pre-course information including joining instructions, course timings, venue and accommodation information and pre-course questionnaires.
Further information
Please visit www.marcusevanspt-asia.com for further course information and training resources including:
• Course Booking and Administration Notes
• Accommodation Booking Service
• Special Offers and email Updates
• Recommended Reading Materials
• Training Articles and News
• Over 50 Public Course Outlines and In-Company Training Solutions
In-company training solutions
If you have a number of delegates with similar training needs then you may wish to consider having a cost-effective in-company training solution delivered locally or on-site.
Courses can be tailored to specific requirements or developed as bespoke solutions. We also deliver activated teambuilding and leadership in-company workshops.
Please contact Sarah Faradilla to discuss further possibilities at +603 2723 6600 or email sarahf@marcusevanskl.com
marcus evans professional training courses combine the latest tools, techniques, market research, case studies and dynamic ways of thinking, delivered
by experienced trainers to ensure the skills and knowledge acquired are directly applicable to your organisation.
Research the latest concepts, tools, techniques and tried and tested methods
Trainers the highest standard of dynamic trainers with cross-industry experience
Tailored detailed pre-course questionnaires to address your objectives
Applicability training relevant to your needs and your workplace
Interactive limited numbers with group exercises, role-plays and feedback
Action planning, implementation and follow-up
Documentation comprehensive supporting notes and further reading materials
Venue deluxe facilities supporting the training environment
MARCUS EVANS PROFESSIONAL TRAINING page 5