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Standing out from the crowd - Market Differentiation

Start date/time :  10am
End date/time :  11.30pm
Venue :  Allia Future Business Centre
Organiser name :  Helen Harding-Male
Organiser email :  events@futurebusinesscentre.co.uk
Organiser tel :  0845 456 2431

The importance of differentiation in Marketing.
Jon Shallcross and Zak Jacobs take us through the importance of differentiation in Marketing.

The importance of differentiation in Marketing. Jon Shallcross and Zak Jacobs take us through the importance of differentiation in Marketing. The world is getting noisier and more over-communicated by the day.  For the marketeer, it’s increasingly difficult even to get noticed, let alone persuade people to try your product.  Many in the digital world point to technological solutions as a way forward – things like marketing automation, big data and social sharing. But the results are invariably disappointing.  If anything, new media are making companies look more alike, and therefore more  anonymous – particularly in the business to business sector. Jon Shallcross argues that it’s time for a re-evaluation, for a return to basic principles: that in order to sell a product, you first have to be absolutely clear about what it is that sets your product apart from its competition.  Drawing on case studies, basic psychology and a lifetime spent in advertising, he shows how we can re-learn lost skills and make marketing effective again. His colleague Zak Jacobs then shows how lessons about differentiation can be applied to improve the search engine optimisation of your website.  

Who should attend? B2B business owners, directors, marketing directors and marketing managers will all find this presentation invaluable, as will anyone with an interest in the modern media landscape.  

About Jon Shallcross from Stanton Shallcross An award-winning copywriter and strategist, Jon has over 30 years experience in advertising and marketing. He has worked for major consumer brands such as Nokia Mobile Phones and Autoglass, but prefers the challenge of marketing more complex scientific and technical products.  

About Zak Jacobs from Red Alien Zak is the MD of SEO agency Red Alien, a company which consistently outperforms all of its rivals with its search rankings in the Cambridge area. In a sector filled with fly-by-nights and charlatans, Zak brings a wealth of experience and genuine expertise.    

Wednesday 21 June 2017 - Allia Future Business Centre Conference Room

  • 9.30     Welcome & Registration
  • 10am   Workshop starts
  • 11.30   Presentation Concludes
  • 1130 - 12pm     Q&A

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Organisation:  Allia