The online space is crowded and the customer buying journey is becoming more complex with consumers choosing to conduct more product research before making a purchase. In addition to this, marketers are battling rising CPCs, declining brand loyalty and increased price sensitivity.
In today’s landscape, best practice alone isn’t enough to drive results – brand awareness, trust and relationship-building tactics have never been more important.
To help you overcome these challenges, we’re running a hands-on workshop to help you build your brand’s reputation and enhance your overall organic marketing strategy to drive meaningful business growth.
Specifically, you’ll learn how to:
- Establish your core offering (different to your business offering!) and leverage digital PR activity to communicate it to a wide but relevant audience
- Identify the assets your business already has and how to leverage them to demonstrate E.E.A.T (experience, expertise, authority and trust)
- Measure and report on the impact of your efforts in a way that gains buy-in from key stakeholders
This event is for in-house marketers who want to:
- Build brand awareness, reputation and trust
- Drive more value from their current organic marketing strategy
- Gain a better understanding of digital PR and how to measure and communicate its impact on wider business performance
Workshop one: Finding your core offering and owning your authority
With our help, you’ll establish what the core offering(s) is/are of your business – your core offering for PR is different from your business offering! You’ll then work through a framework to explore how to make your core offering newsworthy.
You will have the opportunity to use these resources and the perspective of your business to form your own campaign ideas, with input and guidance from Impression’s digital PR experts.
Workshop two: Leverage press to build trust through expertise
You’ll learn how to identify and utilise your existing business assets that can help you execute market-leading digital PR campaigns. We’ll explore how you can get your ideas in front of relevant press and then how to measure the impact of your activity and what it means for your business.
Keynote Presentation
To wrap up, you’ll hear from external guest, Helen Astroulakis, who is the acting VP of Marketing at Norse Atlantic Airways. Helen will share her journey of helping to launch a new airline from scratch, revealing the brand-building tips and techniques that took it from 0 to 1 million bookings. Details of Helen’s talk are below.
Crafting a Cohesive Brand: Norse Atlantic’s Path to Identity
This talk will introduce Norse Atlantic Airways, what the brand stands for and what its mission is. You’ll learn how they’ve fallen into some pitfalls of short-term tactical thinking, placing at risk the longer-term work of developing the brand story.
Explore which forms of digital PR Norse Atlantic has used as its ‘go-to’ to develop the brand story and what more it could be doing. Lastly, hear about what they’ve learned along the way, paying close attention to internal alignment before external communications
Key takeaways:
- Ask yourself – What is our brand currently most known for? What does that actually mean for your audience and how can we develop it further using Digital PR?
- What do we want to want to be known for or associated with? What not? How we can we use Digital PR to elevate / decrease these associations?
- Get aligned internally and across all business units. Ensure everyone is clear on the key objectives and messages for this year’s PR agenda, to ‘sing from the same song sheet’ and avoid unintended detractors.
Our Speakers
The Agenda:
09:00 – 09:30 – Registration, breakfast and introduction 09:30 – 11:15 – Practical workshop sessions from Impression’s digital PR experts 11:15 – 11:30 – Keynote from Helen Astroulakis, Acting VP of Marketing at Norse Atlantic Airways |
***Please note – This event is for brand-side marketers only. On this occasion, we are unable to allocate tickets to agencies, freelance workers or consultancies. If you do not work for a brand we will, unfortunately, be in touch to cancel your ticket. ***
The Location
Derbyshire House, St Chad’s St, London, WC1H 8AG. The venue is a 5 minute walk from St Pancras Station.
For any questions relating to this event, please email jessica.elliott@impressiondigital.com