EXECUTIVE COACHING & MENTORING IN MARKETING

with Consultant/Coach,
Eman Burashid – Keynotes Consultants

Install a proven marketing system that will help you gain more customers, more profit and more control of your business.
Business owners know the importance of creating systems for all areas of their business, but they struggle with creating marketing systems.

The Executive Coaching & Mentoring Program is aimed at guiding enterprises to build their marketing strategy and marketing plan, regardless of industry or size, to elevate their businesses and to realize the full potential of what their businesses can offer.

The Executive Coaching & Mentoring Program gives enterprises control over their marketing along with the clarity and confidence to make the right marketing decision. One that gives enterprises affordable marketing tools that get them results. One that helps them set their priorities and build a systematic approach to running their businesses.

The program provides a semi-rigid path and set of deliverables based on the seven elements of the Duct Tape Marketing System: Strategy, Hourglass, Content, Total Online Presence, Lead Generation, Lead Conversion and Planning.

WHO IS IT FOR?

SMEs make the economy go round and create hundreds of jobs. Based on our work with this segment, many have expressed the need to have a semi-structured program that supports building a sustainable action plan to grow their businesses. What is missing is a program that supports business that have outgrown the startup phase.

The program is for:

  • Entrepreneurs
  • Business Owners
  • Business Development Directors/Managers
  • Marketing Directors/Managers

The Executive Coaching & Mentoring Program is a tool to help Bahraini enterprises to build a complete step-by-step marketing action plan, using a collaborative approach that includes training, coaching, and consultancy.

The program consists of a 6-month formula in a group format. Each group should not exceed 15 participants. The participant will work side-by-side with a marketing consultant and a group of like-minded participants.

The program will be delivered in group sessions, one-on-one coaching sessions and an online training program, including forms, examples, and resources. Access to the online program will extend for a period of one year.

PARTICIPANT PROFILE

Program ideal participant profile:

  • Only Bahrainis will benefit from Tamkeen’s support
  • Owns a business and has a valid commercial registration
  • Fluent in English
  • Diverse products/services and sectors, including manufacturing and personal or business services
  • Committed to growing their business and taking it to the next level
  • The program is open for self-sponsored non-Bahrainis

PROGRAM FORMAT

CONTACT HOURS

The Group will meet twice a month for 4 hours (i.e. bi-weekly sessions).

Training:

  • The first 2 hours: The consultant will present the concept, ask questions, get feedback and set up the action steps for the following two weeks.
  • The last 2 hours: The participants will begin to work on the action steps and discuss their responses on the spot.

Coaching:

  • There will be a 1 hour one-on-one session with each participant, once every month, for coaching purposes and tracking progress.
  • Each participant will also receive personal responses to emailed questions. This will give the participant the chance to submit short,
    focused and to the point questions on the implementation of the program into their businesses. This also helps them to continue to develop their implementation process as they go through the program.
  • Each participant may also receive informal coaching sessions at their request.

LENGTH OF THE PROGRAM

6 months per group (each not exceeding 15 participants)

COST OF THE PROGRAM

BD (TBA) per participant (Supported by Tamkeen)

COURSE OUTLINE

This includes:

  • One-on-one initial pre-assessment of participants’ existing efforts in the form of an audit.
  • 12 formal group sessions; each session is for 4 hours; twice a month for the duration of 6 months.
  • Each session will include action assignments and homework evaluation.
  • One-on-one formal coaching sessions once a month for each participant.
  • One-on-one informal coaching sessions at the request of participants.
  • An online program for one year commencing from the date of registration.
  • Personal responses to emailed questions.
  • Program material, venue and catering.

Note: This program may be conducted for a group of at least (minimum) 8 participants.

Here is an overview of what is contained in the Program

Module 1: Overview: Strategy and Brand Foundation

In module one we focus on the all important strategy elements of your business. Your strategy is your foundation for the entire business and just like a house; your business must be built on a firm foundation.

You’ll learn . . .

  • The 2 best ways to identify your target market
  • 5 powerful steps to apply to your current client base to discover and attract more of your ideal client (these 5 steps are so powerful they will tell you more about your true ideal client than any marketing class or book!)
  • Why finding a core difference is the single most important factor in your marketing system
  • The 5 questions to ask to find your unique point of difference
  • The “talking logo” technique for communicating your unique point of difference
  • 11 ways to differentiate from your competitors and find your true value proposition
  • Why your logo is not your only element in your brand (in fact, there can be as many as 23 elements that truly make your brand!)
  • The 3 things to consider when deciding on a firm name and the 4 types of names you can choose from
  • How to collaborate with your designer for better results
  • How to conduct a Brand Identity Audit so that you know if your brand is “doing the right things” for your business

Module 2: The Marketing Hourglass

Understanding your customer’s buying journey is essential to understanding how to attract and serve your ideal clients. The Marketing Hourglass is a unique framework that you can use to create your overarching marketing strategy as well as to design a new product launch campaign.

The steps in the Hourglass – know, like, trust, try, buy, repeat and refer will be linked to specific actions or processes in your business designed to move prospects and clients logically down the path of the Hourglass.

You’ll learn . . .

  • How your profits will increase if you implement the marketing hourglass
  • Finding it hard to close a sale? It could be because you’re missing these 2 elements in the marketing hourglass.
  • One simple thing you can do to increase your profits AFTER a sale is made – this is something many businesses neglect and leave money on the table
  • Why having a great product or service is NOT enough and what is the “missing link” to achieving repeat customers
  • 4 creative ways to repackage your offers to make them more universally appealing
  • The simple way to create a by-product to potentially increase your profits (this could even up your expert status in your market).

Module 3: Content Foundation

Content is the voice of your marketing strategy. It’s how you get your message told, how you guide prospects through the marketing hourglass, how you build trust and, ultimately, how you convert prospects to clients.

You’ll learn . . .

  • How to adopt the “publisher” method for creating content for your business
  • How to use content to boost your search rankings
  • The 3 types of content you need create to increase profits
  • The 4 types of content that build trust
  • How to craft your own Marketing Kit – a collection of information that helps you present the best possible case for why a prospect would buy from you
  • How to let other people bring you more clients using your content
  • How to craft a marketing story for your business that lets you connect with your customers at the deepest level
  • How to use content to increase your social media ROI

Module 4: Content Platform

In order to get the most from your content creation, you need to focus on various forms of distribution and consumption. A blog, podcast, newsletter, social networks, and content networks must be considered as the primary tools for getting your message found and read in a way that moves the process from awareness to trust.

You’ll learn . . .

  • How to build a blog for your company and brand.
  • Tools to keep your blog populated with minimal time.
  • How to create compelling content that gets more clicks and is seen by more people.
  • To increase your company’s content profile across multiple platforms.
  • How to convert leads with email marketing.
  • How to create exciting video content.
  • How to use tools to craft professional infographics for online or promotional use.
  • 10 plugins that make WordPress more useful

Module 5: Online Presence

As marketing your business online continues to evolve it’s become essential to look at how you view your online presence in a global, integrated and strategic manner. From this view, you can gain the greatest coverage with the least amount of chasing your tail. There’s a bit of a hierarchy to what must be done first and by adhering to this loose order you’ll always know what comes next.

You’ll learn . . .

  • How to create a “listening station” – this automatically tells you what your customers are saying about you, your competitor, and your market in general.
  • How to know if any new tool of platform is right for you
  • How to create a social media automation routine
  • How to take full advantage of Social Media to attract more prospects
  • 7 steps to create a Social Media Conversion System to help you get more customers from Social Media
  • How to manage your profile on all relevant search directories.
  • How to create landing pages that convert at a high rate.
  • How to properly amplify your content.
  • How to use content upgrades to capture leads.

Module 6: Online Optimization

One of the benefits of building a total online presence in the manner we have suggested throughout this program is that these efforts will make it easier for search engines to send prospects directly to you. Now it’s time to make sure that you optimize your content and web properties in ways that will attract the highest number of ideal prospects.

You’ll learn . . .

  • How to get more 5-star reviews!
  • How to become a local search powerhouse.
  • The only 3 elements you need to focus on to increase your chances of appearing on the first page of Google
  • Why you need to participate in social networks if you want your website to rise in the search engines
  • How to benefit from simple keyword research
  • How to create web pages that search engine love
  • 7 ways to acquire the RIGHT kind of links for your website
  • 10 tools to carry out SEO and competitive research more effectively

Module 7: Marketing Channels

Just a few years ago, there were only a handful of channels available to marketers. Now there are up to 16. Which means, in order to grow your business, you want to select a couple of channels you are really good at and leverage them for growth.

You’ll learn . . .

  • How to adopt the appropriate mindset for growth
  • Every channel you could use to grow and market your business
  • How to identify which channels are best for your business
  • How to leverage the channels at which you excel
  • How to supplement those channels with advertising
  • How to earn referrals
  • Ways you can build a powerful network of strategic partners

Module 8: Keeping Score

Organizations that base their overall marketing objectives on elements that can be measured are far more successful than those that merely hope they are getting results. The only way to improve your marketing results is to track what’s working and what’s not and go to work on getting better results.

You’ll learn . . .

  • Ways to make sure you are meeting your marketing goals
  • How to take advantage of online advertising without breaking your budget
  • How to measure your lead conversion success
  • To use statistics to make your sales operation more effective
  • Tools to create custom marketing reporting dashboards
  • How to visualize your sales operation
  • To understand your customers, and convert more leads into customers

Module 9: Ongoing Growth Planning

While Module 9 could be looked at as the end of this program, it could also be looked at as the beginning. You’re never really done building a marketing system and this module introduces the process of ongoing planning and growth. In some ways, this would be the perfect time to start this program over again.

You’ll learn . . .

  • 3 questions to help your business get unstuck and move towards your goal
  • How to best use your time to achieve your goals
  • The simple way to track your marketing progress so that you know if you’re successful with your efforts (you only need to track 3 things)
  • How to spend as little as possible to achieve your marketing goals (in other words, how to do marketing without wasting money)
  • How to manage your marketing activities so that you know what to do each day with maximum focus
  • 2 ways to make your sure staff is focused on the end goal so that you increase your chances of achieving it

ABOUT EMAN

CONSULTANT/COACH – EMAN BU-RASHID

  • Holder of an MBA from Warwick University, UK
  • Certified Marketing Consultant
  • Expert in Total Online Presence
  • Judge for the Intel MENA Business Challenge 2014
  • Founder and CEO of Keynotes Consultants (A Marketing Consultancy), www.keynotesbh.com
  • Founder and CEO of OnePointSix (A Marketing Agency), www.1pt6.me
  • Received an honorary award from Her Royal Highness Princess Sabeeka Bint Ibrahim Al-Khalifa, Wife of His Majesty the King and President of the Supreme Council for Women (SCW), for her contribution to the advancement of women in the Kingdom of Bahrain (2015)
  • Ex-banker for 20 years (1988-2018). The last position was vice president at one of the major regional banks in Bahrain.

WHAT PEOPLE SAY ABOUT EMAN

  • I feel so lucky to have completed the marketing course with Eman. She is professional, well prepared and conducts sessions with conciseness, in a pleasant demeanor. The course provided me with a clear and structured road map to market my own business going forward. I would highly recommend it to anyone who needs to know the ideal way to put together a marketing strategy and plan.

    Tamara Al-Pachachi, Decorum Fine Art
  • Never stop learning! It was one of the most useful, practical and inspirational trainings I've had. It was a very informative course, with a helpful teacher (Eman Bu Rashid) and a great group of students. I'm honored to have completed the Executive Coaching and Mentoring in Marketing program, using the Duct Tape Marketing System. Jaafar Hamza, Boxobia

    Jaafar Hamza, Boxobia
  • I had the pleasure to take the Executive Coaching and Marketing Course with Eman. It was very beneficial and eye-opening. Not only did I learn the essence and basics of marketing in terms of strategy, psychology and so on, but also how to engineer and quantify the processes and results in our digital and physical markets. What I also liked about the course was its practicality and result-orientated, we were supported and pushed to set our tailored marketing strategies/tasks into our calendars. I couldn’t think of a business that wouldn’t benefit from this course.

    Adil Shafeeq – Olive Green Contracting
  • On two separate occasions during the past 6 months, I had the opportunity to attend marketing workshops conducted by Eman in Dubai. A dignified lady of pleasant disposition with a wealth of experience, Eman is clearly a master of her craft. Furthermore, she is also immensely articulate at explaining marketing concepts in a way that can be understood at a functional nuts and bolts level. I would recommend her without hesitation to any organization that wants to make a REAL difference with its marketing spend, and inevitably boost its bottom line in the process.

    Sanjay Duggal Managing Partner, Franchising Specialist, Investment Advisor (Hospitality) & Compulsive Problem Solver

ABOUT DUCT TAPE MARKETING

John Jantsch is the Peter Drucker of
small business marketing tactics.

Seth Godin, Author of Linchpin

DUCT TAPE MARKETING WAS CREATED BY JOHN JANTSCH

John Jantsch has been called the World’s Most Practical Small Business Expert for consistently delivering real-world, proven small business marketing ideas and strategies.

John Jantsch is a marketing consultant, speaker and bestselling author of:

  • Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide
  • The Referral Engine: Teaching Your Business to Market Itself
  • The Commitment Engine: Making Work Worth It
  • Duct Tape Selling: Think Like a Marketer, Sell Like a Superstar

He is the creator of the Duct Tape Marketing System and Duct Tape Marketing Consulting Network that trains and licenses business-marketing consultants around the world.

He frequently consults with small and mid-sized businesses helping them create marketing plans and organized marketing systems that smooth the way for steady growth.

His blog was chosen as a Forbes favorite for marketing and small business and his podcast, a top ten marketing show on iTunes, was called a “must listen” by Fast Company magazine.

Huffington Post calls him one of the top 100 “Must Follow” on Twitter and Forbes named Duct Tape Marketing one of the 100 Best Websites for Entrepreneurs.

He is the featured marketing contributor to American Express OPEN Forum and is a popular presenter of workshop and webinars for organizations such as American Express, Intuit, Verizon, HP, and Citrix.

His practical take on small business is often cited as a resource in publications such as the Wall St. Journal, New York Times, and CNNMoney.

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