CRAFT CONTENT TO MAKE NEOs FALL IN LOVE

Create content that touches the NEO spirit and boosts your SEO. From badass blogs to viral videos. How do you make your content something NEOs can’t get enough of?

Discover How To:

·      Tell engaging stories and narratives

·      Capture high-quality photography

·      Craft engaging social media posts

·      Produce viral videos

·      Make magical blogs

·      Create eye-catching visual content

·      Record, edit and ‘publish’ podcasts

·      Write and produce webinars and live streams

·      Collaborate with influencers

Content Creation

BUILD A GORGEOUS CUSTOMER EXPERIENCE (CX)

Craft customer experiences that are nothing short of legendary. How do you keep your NEOs coming back with personalised, memorable interactions that exceed their expectations?

Discover How To:

·      Conduct customer journey mapping

·      Measure customer experience

·      Improve customer experience using a NEO checklist

·      Apply relevance and personalisation

·      Make your customer journey frictionless

·      Offer fast delivery options (for a price!)

·      Embed omnichannel integration

·      Provide real-time end-to-end customer support

·      Build emotional connections with NEOs

·      Surprise and delight NEOs

·      Anticipate a NEO customer’s needs

Customer Experience

PRODUCE IRRESISTIBLY EFFECTIVE ADVERTISING

Make ads that are impossible for NEOs to resist. Learn to think strategically and be boldly creative to ensure every campaign is a hit.

Discover How To:

Understand and Conduct Digital Marketing

• Get a handle on the mysteries of digital marketing

• Use search engine optimisation (SEO)

• Conduct content marketing

• Plan and execute Social Media marketing

• Conduct Email marketing

• Use Affiliate marketing

• Decide on the value to your brand of Influencer marketing

Understand and Plan Channels & Media (right place, right time)

• Make informed channel decisions

• Understand and control media planning and buying

• Bust the myths of digital media

Conduct Your Own Digital Advertising

• Use NEOs on advertising platforms (Google, Meta, LinkedIn, etc)

• Use NEOs in Search Engine Marketing (SEM)

• Use NEOs on Social Media advertising

• Use NEOs for Programmatic & Display

• Apply NEOs to digital Out of Home

• Plan and implement video advertising (YouTube, TikTok, etc)

• Use NEOs on mobile advertising

Conduct Your Own Traditional Advertising

• Use NEOs for print (particularly magazines and newspaper-inserted magazines)

• Understand which broadcast media reaches NEOs

• How to get the best from Out of Home

• Implement direct mail campaigns

• Which kinds of sponsorships are optimal for NEOs (it’s not obvious)

• Best use cinema advertising (one of the most underutilised channels for NEOs)

• Conduct event Marketing

• Understand the pros and cons of trade shows and exhibitions

Be Creative

• How to create persuasive Ad Copy to grab NEOs’ attention

• Understand visual and multimedia imperatives

Measure Advertising Effectiveness

• Understand and use advertising metrics & ROI

• Manage web analytics

• Implement Social Media analytics

Use email marketing analytics

Advertising

CRAFT GREAT PRODUCTS

Great products aren’t just built—they’re crafted with passion, innovation, and a touch of magic. For NEOs, it’s not enough for a product to work; it needs to inspire and delight.

Discover How To:

Approach Your Product(s) Through a NEO Lens

·       Define the right fit for NEOs: identify and align your product with NEO values and preferences

·       Plan and implement New Product Development (NPD)

·       Introduce product innovation

Plan Your Product(s) for NEOs

·       Plan the right targeting and positioning

·       Understand NEO needs and preferences

·       Differentiate your product

Design and Develop Your Product(s) for NEOs

• Conduct ideation and concept development

• Prototype and test product ideas

• Implement agile and lean development

• Develop minimum viable product (MVP)

Launch Your Product(s) and Make Money

• Create a go-to-market strategy

• Develop your own NEO pricing strategy

• Manage distribution and channels

Train Customer-Facing Teams

• Train Sales Teams—in founder-owned businesses, franchise teams, and frontline staff—with the skills to effectively engage and convert NEOs.

Get Going

FORGET DISCOUNTS, CHARGE MORE NOT LESS

Forget everything you’ve learned about price. Sure, we all want the best price, but for NEOs, price is just the cost of falling in love. How does this work for you?

Discover How To:

Understand NEO Pricing Psychology

• Understand and apply value over cost

• Use premium pricing as a shortcut to quality for NEOs

Craft a Premium Pricing Strategy

• Benchmark against competitors

• Plan and implement value-based pricing

• Understand price anchoring

Communicate Value

• Build emotional appeal

• Tell human stories to justify the price

Get Going

MEDIA PLANNING AND BUYING

Media is not just about where to advertise—it’s about where NEOs live, breathe, and connect. Finding the right media is the key to reaching them on their terms. How will you make sure your message is heard?

You’ll discover how to:

• Identify the Most Effective Channels: Pinpoint where NEOs spend their time, ensuring your message is placed where it will be seen and heard.

• Maximize Your Budget: Use cost-effective strategies to get the most out of your media spend, making every dollar count.

• Plan and Execute Your Own Campaigns: Gain the confidence to plan, buy, and manage your media without needing a large agency.

• Track and Adjust in Real-Time: Use simple tools to monitor your campaign’s performance and make adjustments on the fly for better results.

Media and Channels

GENERATE BUZZ AND BELIEF

Generating buzz and building belief in your brand involves leveraging word of mouth, word of mouse, strategic partnerships, and earned media (PR). Create an unstoppable wave of NEO excitement and advocacy around your brand.

Discover How To:

·       Leverage Influencer Marketing

·       Encourage User-Generated Content

·       Host and Promote Events

·       Use Strategic Partnerships

·       Implement an Earned Media (PR) Strategy

·       Create Shareable Content

Buzz and Belief