Over the years I have created both off the shelf and can create bespoke workshops for you covering everything Brand, Marketing, Digital, Social and Employee Engagement. You will be really glad you got in touch as the feedback is always positive and will both educate and entertain your teams.
Brand DNA Strategy
Brand DNA Strategy (Define or Redefine your brand workshop)
My Brand DNA workshop is a half day, day or day and a half session depending on the problem definition, how much information you have and how many people are in your team.
The structure is a 9 question workshop hosted by me and the best format is usually having 8-10 people in a room (Mix of Junior / Senior and Longest serving / Just joined). I then take you through a guided facilitated session to draw out:
Your Story
What is it?
Target customer
Motivations
Competitors
USPs
Positioning Statement
Brand DNA in a few words
Your Purpose
Once everyone is happy with the output (usually happens in the room), soon after we look at where the gaps are, what needs to be done in a prioritised list and then draw up work flows and project plans to make sure the change you want happens. Job done!
Part two
Part one
Marketing planning workshop
This workshop is aimed at working with your team to run a facilitated session to create your priorities marketing plan for the year to help keep your team and customers engaged as well as driving your business forward.
local marketing strategy
My Marketing Strategy comes in many forms depending on your business, however to give you an idea of one system that I have is my Local Marketing Rings Model. I use this to help bricks and mortar hospitality and retail businesses engage their teams in local marketing to drive more awareness, footfall and sales. It is a 5 rings system and goes as follows:
How it works Podcast of me talking about the model
How it works Vide of me talking about the model
How it works written - There are 5 rings. If you are opening a new venue then you go from Ring 1 to 5. If you are already open you go from Ring 5 to 1.
Above the centre line you can see that there are prompts for you to start brainstorming of all the ways you can:
Ring 1: Get a customer to return or book direct 3 times in a short space of time
Ring 2: Make it obvious for people in terms of what you do. There are no points for being mysterious. Even Pret A Manger still say what they do on every window. What can you do to make people stop and stare and stop and share?
Ring 3: Create Demand. If they are not coming to you. You need to find ways to go to them. This is creating a blueprint of all of the media opportunities to target the groundswell of pedestrians or traffic near your venue.
Ring 4: Make Friends. Most businesses open their doors and cross their fingers. This is not the right approach you need to fight for every sale and be proactive in your community so that your are top of mind and the first place customers will choose to go to and recommend.
Ring 5: Make a splash on social and digital. Everything from ensuing your Google Local listings are spot on for the highest keyword searches that you could be appear for, embracing review sites such as Trip Advisor, Google and Facebook all the way to ensuring you are using best practice social media methods to create awareness, engagement, shares and sales.
Below the centre line you can see that there are distances to state where the opportunity is for this area of marketing.
Easy eh?
Digital Customer Journey Workshop
Digital is often an overlooked area (especially in food, drink and hotels). There is some stuff going on, but it is all not joined up as a fine tuned as it could be.
I would be taking a step back and looking at the entire digital customer journey to ensure you can be found through highest keyword and long tail search volumes and that what your conversion is like and how that can be optimised. I would also take a lateral look at where you could be placed and how you can be optimised for success on third party sites. Social Media can be included in this, but people often choose to do this as a separate entity (for some reason). I would look at:
Digital customer journey (Acquisition and Retention)
Search / SEO
Local listings
PPC
Content
Site structure
Mobile performance
Website look and feel
Site conversion
Site tagging
Re-marketing
CRM
3rd party sites (From booking site to giphy and back again)
Digital presence on affiliate and review sites
Wider e-commerce such as Amazon shop
Social Media
Voice and A.I.
Podcast Why digital is oxygen with Gary Vaynerchuk
Video Why digital is oxygen with Gary Vaynerchuk
Social Media Strategy Workshop
This half day or full day workshop with help you create your social media strategy in terms of channels, content, organic activity, paid activity, resource required, budget required and measurement.
Social Media Beginners Bootcamp
This day or half day practical workshop is aimed at people starting out in their role in social or people who want to know the basics about social. This will cover what social media marketing means today, best practice for each channel, how to set up each channel, how to create a strategy, a content plan, advertising basics and a whistle stop tour of all that you will need in terms of tools and knowledge to help you make the best start possible.
Social Media Advanced Bootcamp
This day or half day practical workshop is aimed at people who are more advanced in their role in social and want to know more about the more complex side of social including Hot Social Media Trends for the year ahead (e.g. dark social, ephemeral content, gen Z use of social), Instagram Stories Hacks, How to Beat the Algorithms, Winning Strategies for Advertising (Insta and Facebook), Authentic Influencer Marketing Tactics, Enlist your Employees as Brand Advocates, The Top Social Media Metrics and How to Find Them, Top Tips / Summary.
Social Media Internal Influencer Workshop
A new trend is using your entire workforce to be your social media / marketing department. I can work with you to educate the organisation and your teams on how they can all be social media influencers to help boost the awareness, reach, engagement and ultimately sales for your organisation.
Social Media Training Workshop
I also offer bespoke channel specific training session on how to get the best out of Facebook (including messenger), Instagram (including stories), Twitter and Linked In.
Mark McCulloch is like the Steve Jobs, Tony Robbins and Willy Wonka of the restaurant marketing / social / digital world, all rolled into one.
Mark’s talents don’t just extend to having show stopping content that even the most experienced operators are inspired by, he understands that because they sessions are entertaining too, those operators will come back to see him time and time again.
Mark’s workshop 'Social Media Strategy – Everything restaurateurs need to know' was highly booked and very appreciated by the participants. It was a kind of crash course to help the companies writing their own digital strategy and put it into practice.
NON EXECUTIVE DIRECTOR - I am available to bolster / disrupt your current board thinking by bringing fresh, modern and effective advice to your business to change it for the better.
Having been a Senior Brand Marketer at some of the best brands in the world, I can help get you the team, activity and communications you deserve.
Coming soon - I am building e-learning content that will help your teams learn at their own pace and at an economic cost.
Coming soon
