Marketing Masterclass: How to Sustainably Grow Your Business

Are you a founder, business owner, partner or MD:

• Looking to increase your sales and grow your business rapidly?
• Planning to launch a new product or service in the next 12 months?
• Thinking about how to take your marketing to the next level and want to hear from a world-class expert?

If so, you are invited to join us for a one-day marketing masterclass arranged as part of the West Midlands Health Tech Innovation Accelerator.

Led by Paul Lock from David & Co, you will discover marketing and branding strategies used by top-flight companies and how you can apply them to your business. Paul was the creative director for WPP, the world’s largest marketing agency, and he has helped numerous world-beating brands with their marketing, messaging and branding, including Sainsbury’s, IBM, Microsoft, American Express and Ford. He has also worked with global pharmaceutical and health tech industries.

Paul brings a wealth of real-world experience in developing the marketing, messaging and branding, that super-charge growth.

During this jam-packed day, you will discover a wealth of information on how to take your marketing, messaging and branding to the next level. This masterclass is a must for Health Tech businesses who are selling or launching their product in the next 12 months. It is also open to all business owners and MDs who want to grow their business.

The action-packed agenda is:

Morning Session 

Introduction and Welcome 

• Welcome and introduction
• Overview of the day's objectives and structure. 

You need to be Muhammad Ali? (or Bruce Lee or David Campese) 

• Branding. What is it? Why is it important? 
• Your brand could be the most important commercial asset your business owns. 

Morning Break 

You can’t not have a brand. 

• Samuel Augustus Maverick – 1803 – 1870 
• Muji – why even unbranded goods need a brand. 

Lunch Break 

You don’t decide whether you’re good. They do. 

• Who needs what you’re selling? Why? What value do you add? 
• What are your routes to market? 
• Where do you get your margin from in this business? 
• Who are the competitors and what kind of threat do they pose? 
• What are you? How do you behave? 
• Diagnosing challenges. Draft problem statement and growth planning. 
• Creating clear strategic objectives. 
• Create a tight differentiated positioning. 

A question of trust 

• Do they trust you enough to believe your promises?
• Heavy, consistent use of distinctive brand assets. 
• Prioritise net reach and customer acquisition over targeting. 
• But use targeted performance tools to drive short-term revenue results. 

Afternoon Break 

The Art of War

• Predatory thinking or outthinking your competition.
• Strategy is what. Tactics is how. 
• Fantastic creative driven by an amazing brief. 
• You can’t bore people into buying you. 
• You are in a race that you are already losing. 
• Invest more than your competitors in marketing. 

Review and How to Use What You Have Learned Today

This one-day masterclass is brought to you as a collaborative effort between partners of the West Midlands Health Tech Innovation Accelerator - WMHTIA- which is focused on helping companies drive their technologies towards market success. Funded by the Department for Science Innovation and Technology in partnership with Innovate UK and West Midlands Combined Authority. The WMHTIA will help bolster the region’s R&D and Innovation capabilities.

Event Venue

Millennium Point, Curzon St, Birmingham B4 7XG, United Kingdom, Birmingham