Noetic Consultants Training Marketing Competencies

Top Competencies Where Marketers Need Training

“What are the top competencies where marketers need training?”

The leader of a large marketing organization recently asked me this. It’s a great question. Not only did she seek to prioritize effort and dollars, she also asked the right question. Rather than focusing on the most important competencies to master, she wanted to know the right competencies to train for.

If you’re unsure about where your marketers need training, use this simple WHO-WHAT-HOW construct to help you comprehensively assess their needs:

WHO:

Do your marketers know how to mine data and insights in order to understand your audiences and how best to connect with them? To think through this, ask yourself:

  • Do they know how and where to access the data?
  • Do they regularly make a point to do so?
  • Do they know how to cut through data density to extract the important takeaways?

Although your organization may have an analytics team who provides data and insights, your marketers must accurately connect with their findings to uncover how relevant they are to your target audience.

WHAT:

Do your marketers know how to create a tight, strategic brief to meet the specific need of a given campaign? Ask yourself:

  • Do the briefs I see (or author) inspire me?
  • Does our team write focused briefs?
  • If applicable: Does our agency think our briefs are clear and inspiring?
  • Do we often suffer rounds of creative review that lead to revisiting the focus of (or lack of) the brief?

In order to unleash the creativity needed to shape the most effective message for your target audience, your team must start with a great brief to achieve campaign goals.

HOW:

Do your marketers give effective creative feedback and direction? To think about this, ask yourself:

  • Is our creative as powerful as it can be?
  • Are our marketers primarily making executional comments about the work they review?
  • Do we use the brief as a critical tool to determine if the creative is delivering on the strategy?

In addition to creating a more effective campaign, knowing how to give feedback also helps build trust and collaboration on the team.

For the most part, core competencies can—and should—be learned on the job. Due to the fast pace of change in our industry, even the most process-oriented organizations are hard pressed to have their marketers excel in certain areas. For this reason, they require overt training efforts to kick start the competency.

Once you’ve considered the WHO-WHAT-HOW issues above, let’s talk through how to develop a comprehensive training program to address them. It would be my pleasure to help.


Nancie Head Shot-Edit 200x300Noetic teaches engaging and effective live and live webinar-based courses on marketing topics such as:

  • Customer-centric marketing
  • Writing effective Marketing Briefs
  • How to Review Creative effectively
  • Creative problem solving for Marketers
  • And more

Our courses help marketing departments provide a strong marketing foundation for younger employees while providing new skills or refresher courses to more seasoned employees.

We would be delighted to discuss one or more of our marketing trainings with you.

Stories as Sales Tools: Noetic Training Workshop

Stories as Sales Tools: Noetic Training Workshop

It’s official: our brains love a good story. In fact, compelling stories have the power to change our attitudes, beliefs, and behaviors… but most of us aren’t confident in our ability to craft and tell stories that will move our businesses and careers forward. This can become a serious deficit, since career development involves convincing colleagues to support our initiatives.

Luckily, storytelling can be learned. Noetic developed “Craft a Story to Sell Your Idea,” a training workshop that provides tools and step-by-step directions for crafting powerful stories that will make you more effective in your work.

Recently presented by Noetic president Nancie Ruder at the 4A’s 2016 Stratfest in New York, this training workshop can help you and your team raise your skill level at selling initiatives internally, gaining buy-in and support from peers and superiors, and launching products and services to new audiences. Contact  info@noeticconsultants.com and mention storytelling training to learn more.

Webinar-Training-Done-Right

Webinar Training Done Right: What to Look for When Hiring a Trainer

Webinar trainings can combine the best of both live and online learning. Trainees get to interact with a live trainer who makes learning fun and memorable. Corporate Learning departments save considerable money on travel, minimize meeting expenses and conserve the precious resource of employee time. Unfortunately, webinar training is difficult to do well.

Learning via webinar is inherently a passive experience. This means that your trainer and training materials need to work very hard to engage and reengage trainees sitting at their desks in front of computers. We have learned a lot about how to do this well over the past five years and would like to offer corporate learning leaders this guidance for how to hire an excellent webinar trainer.

In order to gauge how effective a trainer and her training material will be, first request a sample of her work in short video form or ask to sit in on a live webinar training. Here’s what you should look for when vetting your potential trainer’s work:

  1. A great trainer NEVER reads words on the screen that her audience can read at the same time. Why? Slides filled with text read out loud by a trainer offer a guaranteed trip to Dullsville.
    • Effective trainers are first and foremost practiced speakers who know how to keep their audience’s attention. Furthermore, a great trainer, even if she in reality is reading a script, will have rehearsed enough in advance to be able to present the material in a comfortable and conversational way. Trainers who let their personalities shine through gain an invaluable rapport with trainees.
  1. Effective training webinars are interactive.
    • To keep trainees’ attention and to make sure that they’re learning, the trainer must keep the audience “talking” and providing feedback OFTEN. Good trainers employ every interactive capability that webinar platforms offer. Engaging with polls, chats, raising hands and whiteboard input all keep trainees wide awake, reinforce important points and cement learning.
    • Look for storytelling techniques that keep trainees wondering what will happen next. If a trainer can weave one interesting narrative illustrating the material throughout the training, this can be very effective at piquing and maintaining trainee interest. Short stories woven throughout will also stimulate emotional interest along with intellectual curiosity.
  1. Onscreen visual engagement is key!
    • Static, unmoving slides are easy to tune out and ignore. Effective training webinars bring movement to each and every slide to stimulate the visual processing area of trainees’ brains. When we want to make a point more memorable, we animate it in some way. This doesn’t mean that we use every cheesy animation technique in the PowerPoint toolkit: we don’t. But we do get and keep our trainee’s attention with images and short text blocks that appear, fly in, pulse and radiate.
  1. An effective trainer will offer fresh thinking.
    • Good trainers should surprise you. Their scripts and training decks should contain material you hadn’t thought of, presented in ways you haven’t seen before. If a presentation has a “been there, done that” feel to you, your trainees will surely tune it out.

The next time you engage a trainer or training company to develop a single training or an entire curriculum, keep these guidelines in mind. We’re confident that they will help you and your company train effectively while keeping your trainees’ happy too.


Nancie Head Shot-Edit 200x300Noetic teaches engaging and effective live and live webinar-based courses on marketing topics such as:

  • Customer-centric marketing
  • Writing effective Marketing Briefs
  • How to Review Creative effectively
  • Creative problem solving for Marketers
  • And more

Our courses help marketing departments provide a strong marketing foundation for younger employees while providing new skills or refresher courses to more seasoned employees.

We would be delighted to discuss one or more of our marketing trainings with you.

The 5 Deadly Sins of Brief Writing

The brief is the cornerstone of any customer-centric B2B or B2C marketing effort. It’s where objectives, messaging, target audience, customer insights, metrics and channel approach come together in one key document that will keep everyone on track.

But let’s be honest. Writing a brief isn’t always easy! And writing a brief brief (pun intended) is even harder.

It takes some time and strategic thinking to know what is important to include…and what is not. Since the brief needs to be something your team will actually read, it should be clear, insightful and succinct. After reading it, every person should be on the same page about what the marketing effort needs to achieve.

In our experience there are several pitfalls that trip marketers up when they write briefs. We call these the “5 Deadly Sins of Brief Writing.” On your path to a powerful, succinct and motivating brief, here are the “sins” that you should steer clear of:

  • Gluttony: Are you putting too much in the brief? Are you “kitchen-sinking,” so you don’t have to decide what is important…and what isn’t? Could you be more focused and single minded in how you communicate?
  • Sloth: Are you crafting the brief as quickly as possible just to get through it and meet a deadline? Are you putting as much strategic thought into it as you need to?
  • Hubris: Are you crafting the brief single handedly, without consulting or collaborating with key partners?
  • Pride: Have you received feedback from key partners, but aren’t acting on it to improve the brief? Are you thinking that you know best?
  • Envy: Are you wishing you could work on a more exciting project? Are you focusing more on what you’d rather be doing than on what you need to do?

Spot the sin, correct it and create a brief your team will embrace. Because the stronger the brief, the stronger the marketing effort. And with that comes a stronger emotional connection your customer will make with your brand.


Noetic is a marketing consultancy specializing
in brand strategy, research & training.

We are built upon an avid curiosity about varied businesses and their unique strategic challenges. We provide a fresh perspective and intelligent thinking without a rigid agenda that requires starting from scratch.

Our “I.D.E.A.” approach always starts with the vision our senior executive clients set. And our mission is to help our clients release their team’s full potential to achieve that vision.

Noetic’s 2015 Trends in Training: Millennial Mindset

Millennials get a bad rap in the workplace. A December headline about this generation, born between 1981 and 1997, asks, “Are Millennials too Spoiled for the Workplace?” while another study is bluntly titled, “America’s Skills Challenge: Millennials and the Future.

What are American employers to do?  Millennials make up our entire workforce under the age of 34, fully one-third of all workers. By 2025, they will represent seventy-five percent of Americans at work.  It is not an option to just throw up our hands and give this generation up for lost.

On-the-job training is essential to both prepare Millennials to succeed in their careers and keeping them happy in their current jobs. Raises and promotions help too, but the sense of professional satisfaction that Millennials get from proper workplace training and support cannot be underestimated.

Consider these three workforce-training trends leading organizations are incorporating into training Millennials to ensure they take their rightful place in the American workplace.

1) Gamification12000b16-bb72-4dcc-8176-7560a21439b8

A study by MTV, who knows a thing or two about Millennials, found that “almost six out of 10 said “#winning is the slogan of my generation.” No wonder gamification, incorporating elements from the world of games into training, is such an effective way to engage Millennials.

Overt elements of competition, reward and recognition pull trainees in and get them learning and doing. Although there is no better way to ignite passion in a room than to hand out prizes or hold a contest, prizes do not have to be substantial, valuable or even material. Instead, something as simple as certificates of achievement recognizing employees’ training accomplishments in a public way can have a positive impact.

2) Innovation and Creativity Training02e7e30e-683a-4d83-a12f-16ce32413cf0

Seventy percent of corporate hiring managers believe young workers today possess skills that previous generations lack, including adaptability, tech savvy and the ability to bring new ideas to the workplace. Fostering this creativity in order to spur innovation is vital to corporate survival today. Creativity training can help Millennials and your entire organization innovate more effectively.

The Five Faces of Genius approach to innovation, used by companies like Disney and Starbucks, trains employees to better understand their own creative style, and, even more importantly, teaches them how to work in a way that capitalizes on every team member’s unique strengths. Millennials, in particular, appreciate validation they get in more creative workplaces.

3) Varied Training Mediums84e77d77-352e-4bab-a4e4-8a96b3720bf8

There are an array of new options for how to train employees, it’s difficult to determine which are best. The reality is that there is no one way that works for all employees, since what works for Baby Boomer employees might not work for Millennials. Most corporations today are successfully combining a mix of  training forms to achieve their goals.

Washington, DC-area employer Discovery Communications, for example, keeps Millennials and other employees happy by using a diverse menu of training and development opportunities. Ranked #79 on Fortune’s 2014 List of 100 Best Companies to Work For, Discovery offers employees a global online learning management system with a library of more than 100 online courses, myriad live training opportunities and college tuition reimbursement of $5,000. By offering so many avenues to learn, it is no wonder employees give Discovery top marks.

As each new generation has entered the U.S. workforce, corporations adapted and changed. Fortunately, there’s an ongoing training and education revolution helping us use new strategies to teach, inspire and engage Millennial workers.


Nancie Head Shot-Edit 200x300Noetic is a marketing consultancy specializing in brand strategy, research & training.

We are built upon an avid curiosity about varied businesses and their unique strategic challenges. We provide a fresh perspective and intelligent thinking without a rigid agenda that requires starting from scratch.

Our “I.D.E.A.” approach always starts with the vision our senior executive clients set. And our mission is to help our clients release their team’s full potential to achieve that vision.