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Creating Your Omni-Channel Marketing and Execution Strategy

Navigating today’s uber-technical, interconnected digital-physical world can be a simultaneous exercise in frustration, exhilaration, intimidation and revelation! This statement rings as true for consumers searching for health coverage, a new pair of running shoes, or the latest in high-tech gadgetry, as it does for store associates, channel marketing managers, VPs of Marketing, CMOs or CEOs looking to differentiate and promote products in stores, on the web or through mobility based devices.   With the advent of mobile and social communication, traditional marketing has forever changed, and brick & mortar stores, while still not obsolete, are expensive to operate and do little to create a unified experience around the products they hold. If simply presenting consumers with information, techno jargon, and specifications held the key to unlocking sales and driving loyalty, then non-inspiring stores, and the barrage of inconsistent information contained at our fingertips via smartphones and the Web, would yield no product a looser.   Today, ensuring shoppers have a “seamless, unified brand EXPERIENCE across [web, mobile, social and in-store] channels” is as important as the product itself. Over the past 15 years, technology has enabled the Purchase Path to evolve from a linear to a radial format, allowing shoppers to discover, compare and buy products any time, anywhere. They demand to have a voice, and want to enter into 2-way conversations with brands. They also expect marketers to know who they are no matter what channel they are in, and to cater to their individual needs, preferences and desires at specific moments in time when they are ready to buy. As much a philosophy as an end deliverable, Omni-Channel strategies and solutions should be designed to “create remarkable and measurable engagements that deliver consistency of message and continuity of experience across all touch points and channels”™. When properly executed, individual channels dissolve, leaving one aggregate experience with the brand.   As our digital and physical worlds continue to blur, the internal politics and creative silos companies have erected between their in-store, web, mobile and social teams will continue to vanish. Learn how an Omni-Channel approach, propelled by Design-Thinking and cross-functional collaboration, can unify your brand message, drive enterprise value, seamlessly integrate online touch points with brick & mortar stores, and increase brand loyalty, customer retention, operational efficiencies and sales.

Turning 'Theory' into 'Practice'?

Customers don’t think about channels, but unfortunately, brands and retailers still do. Because Omni-Channel is a relatively new discipline, this class addresses how to begin the process of solving for an Omni-Channel initiative. Learn how a consultative Design-Thinking approach can connect strategic dots, erase interdepartmental silos, break down political barriers and build consensus between cross-channel Brand & Channel Marketing, IT and Operational teams. To provide you with a good grounding in the theories that underpin this discipline, actual case studies highlighting the development and execution of successful Omni-channel programs will be discussed. Collaborative round table discussions and group exercises will also give you the opportunity to frame up, and work through many of the challenges you are facing within your own organization.   In addition to discussing the marketing and branding elements that create the Omni-channel experience for customers and store associates, this conference will also bring in the non-creative components, especially those concerning API integration, IT investment, and “digital plumbing” to track inventory, disseminate content across channels and pull analytics from various touch points. We will also discuss barriers you will likely encounter during your Omni-channel journey, including internal politics, financial commitment to the concept and vague assessments of KPM's going into a data-driven initiative like Omni-Channel.

Who should attend?

marcus evans invites Heads, VPs, Directors, In-House Counsel, and Senior-level managers within the Energy Industry with responsibilities in:   Marketing, In Store Marketing, Electronic Marketing, Digital Marketing, Information Technology, IT Innovation, Social Media Marketing, Integrated Marketing, e-Commerce, Market Research, Consumer Insights, Consumer / Marketing / Business Intelligence, Trends

Key areas to be covered in the programme and documentation

Why We’re Here - Develop + deploy an Omni-Channel Approach that Enables a Unified Brand Experience §How do I begin my Omni-Channel journey. How do I get others involved §Develop an integrated, cross-channel approach than enables “anywhere, anytime” retailing §Technology and a great strategy can deliver consistency of message and continuity of experience §Leverage cross departmental collaboration to ensure product availability across all channels §Measure the results - Think big, start small, build support  

Defining Omni-Channel Past §Discuss marketing’s evolution from Single Channel (informational), Multi-Channel (transactional), Cross-Channel (conversational), Omni-Channel (experiential) §Siloed Experiences – customers don’t think about channels and neither should you ·Discuss Web, Mobile, Social and In-store silos and evolution of cross-channel collaboration and business integration ·Review my 2006 Customer Experience touch point map. Conduct round table discussion (why purchase path is radial vs linear) ·Who’s doing it right (Apple, Southwest, Umpqua Bank, IKEA). Experience focus vs product/merchandising focus §Define Omni-Channel as EXPERIENTIAL in nature, delivering a consistency of message and continuity of experience across all touch points and channels™.  

Defining Omni-Channel Present §Digital-Physical Integration - How brands and retailers are evolving to support Omni-Channel ·It’s all about the (employee and customer) EXPERIENCE!! ·Barriers to execution – politics, lack of clarity + understanding (KPM’s), old school thinking, product vs experiential focus, credit for the sale, capital expenditures, ROIM ·Keeping score – Data-driven marketing, analytics + measurement (financial and non-financial metrics)  

IT Investment Into Cross-Channel Integration - Digital Plumbing ·Who’s investing and why ·Review the three tiers of investment (ranch house, office bldg., Empire State bldg.) ·Why It investments should be driven by Marketing, not IT

Start with the Experience, then work backwards ·Think big, start small ·The quick win – where can I spend 20% of my time/money to achieve 80% of my goal ·“Store First” Philosophy – start with the store then radiate outward

Defining Omni-Channel Present Future §80-20 roundtable – how class participants think this mix can be achieved (low hanging fruit in general or maybe within their organization) §Case Studies highlighting best in class Omni-channel approaches and end executions §Message + Experiential Hierarchies – how to create a strategy and design framework upon which all aesthetic designs, messaging, digital content and environmental space plans are based

Show & Tell + Group Exercises oParticipants discuss the Omni-channel an execution they identified and brought into the class for discussion that is perhaps similar in nature to a challenge they have been tasked within their organization. oThe group will perform a SWOT on each idea and discuss how to evolve and improve it from a host of different angles. oBest in class case Omni-channel studies highlighting how specific programs were conceived, developed and implemented

Benefits to you

  • Learning to Design & deploy an Omni-Channel Approach that Enables a Unified Brand Experience
  • Why You May Want to Consider Designing To The Store Environment First To Test and Perfect You Model
  • Develop an Organizational Foundation that Improves Omni-Channel Marketing and Measurement Capabilities
  • Establish the Key Omni-Channel Metrics to Design Around and Improve Performance
  • Identify Roadblocks You Will Encounter During Your Omni-Channel Journey
  • Leverage an Effective Use of Data to assess ROMI and Improve Customer Expectations
  • Discuss Web, Mobile, Social and In-store silos, and evolution of cross-channel collaboration and business integration
  • Define Omni-Channel as EXPERIENTIAL in nature, delivering a consistency of message and continuity of experience across all touch points and channels.
  • Bringing IT Investments into the conversation- review the three tiers of investment (ranch house, office bldg., Empire State bldg.) and why they must be considered BEFORE creating your Omni-Channel marketing plan.

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

October 21-22,  2013

Looking to train larger teams in this subject?


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

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"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac