Romain Rissoan

Marketing Trainer Consultant

romain rissoan consultant formateur marketing

Independent Marketing Consultant Trainer, Qualiopi bilingual in English, I work mainly in Lyon, Paris and Marseille as a marketing expert for SMEs and large groups as a Marketing expert speaker. My expertise focuses on developing and optimizing digital marketing customer relations, branding and communication strategies. communication strategies.

I also offer coaching services to help companies develop their unique selling proposition (USP) and create a customized marketing plan that appeals to their target audience and drives sales growth. sales growth. I’ll work with you to create a unique strategy for your brand or or product that can be implemented over the long term to achieve your achieve your desired objectives. In addition, I also offer workshops on topics such as: digital transformation digital transformation, data-driven marketing, content marketing, optimizing optimizing email campaigns, influencer marketing and more. and much more. My aim is always to bring value to my clients by helping them to better understand their customers and make intelligent decisions about their business strategy. I’m passionate about helping my clients achieve their goals, and I’m always on the lookout for new ways to do things. I’m always looking for new ways to add value to their business. their business. If you’re looking for an experienced marketing consultant who can help you achieve success, I’m here to help. to help you. Let’s work together to make your brand shine!

My Marketing Trainer content

Marketing in a few words

Marketing can be defined as the analysis of consumer needs and all the means of action used by organizations to influence organizations to influence their behavior. It creates perceived by customers and adapts a company’s commercial offering to consumers’ desires. It affects the entire company organization, which is entirely which is entirely focused on customer satisfaction, rather than on the product.

The term “marketing” was translated into French with the words with the words: mercatique and marchandisage, expressions eventually abandoned. In the 1980s, it became globalized and accompanied the television and radio. It extended to products and services sold to organizations. From the 1990s onwards, its techniques, practices and specificities were perfected.

Since the 2000s, its methods have continued to evolve and new areas explored, particularly with the rise of the “digital natives” generation generation of “digital natives” and the global success of companies such as Google, Apple, Facebook, Microsoft, Yahoo and Amazon. 2000s also saw the emergence of Web Marketing (or e-marketing). Since 2004, it has been both participative and social, interacting with consumers via social networks. with consumers via social networks. The Internet is used in a participative marketing logic: the customer/consumer is involved in product development and evolution. They can, for example for example, be asked to choose a new logo or slogan. The participative marketing is also known as collaborative marketing.

The English call these variables the 4 P’s, Product – Price – Place – Promotion: The product variable: the aim is to determine which product features are most important to the customer. product characteristics are most important to the customer: size, quality, lifespan…

The price variable: this involves determining the price that will enable to sell large quantities of the product without compromising its image in terms of quality. Distribution (place): this involves determining the distribution channels distribution channels (i.e. the types of stores) in which the be sold. If stores are unsuitable (selling sneakers in a hairdresser’s), sales will be lower. lower. The Communication variable (promotion): this involves making the product product to as many people as possible, using advertising media (television, internet, radio, mail).

Marketing and ethics The ability of the marketing function to understand and influence is not without its problems. Since the 1970s, consumer associations have been highlighting the dependence of some customers on brands, and the dangers of ubiquitous the omnipresence of advertising. Indeed, some people do not hesitate to go into massive debt to buy products they don’t need, but which advertising they don’t need, but which advertising makes artificially indispensable.

In search of the loyal customer Although Marketing as an independent function is relatively recent is relatively recent, it has nevertheless undergone a number of changes. Until the 1980s, sales and distribution were essentially based on a single transaction. essentially based on the logic of a single transaction. But companies realized the need to keep customers loyal to their brand and loyal to their brand and products. In fact, it is far for a company to keep a loyal customer than to go out and find a new one. a new customer. The emphasis is now on the relationship with the customer, to ensure that he or she is satisfied and willing to buy to buy the company’s products again. This is known as marketing.

Marketing Training Content

Definition and scope of marketing: B to B, B to C, services… Can be confused with sales, product management, communications advertising, customer relations.

The different stages of a marketing approach: markets, needs, products and services, segmentation… Different marketing logics: product, demand, market trilogy. Potential conflicts with production, R&D, finance. New Marketing Ideas: Data Mining, Mobile Marketing, Buzz Marketing, Co-branding, Virtual Communities… Different types of marketing: strategic, operational, product, relational, one-to-one, interactive. Marketing plan: strategy, business plan, operations, action plan sales

Internal Diagnosis: Corporate Identity Matrix, Competency and Functional Analysis. Portfolio analysis: Pareto and BCG models.

Choice of differentiation strategies. Formulation of major internal challenges. External Diagnosis: Analyze the company’s environment and how it is evolving, using the PESTEL MODEL. Global market quotations and analysis. Competitive research: competitor classification, Porter’s strength, comparative analysis. Porter 5+1, comparative analysis. Analyze customer needs and behavior. The difference between B-to-C and B-to-B marketing. Synthesis of internal and external analyses: SWOT analysis. Strengths Weaknesses Opportunities Threats. Information sources: bibliographical research, marketing, panels, satisfaction, usage tests, audience

Use the SMART approach to define objectives by product, segment. Strategic models: Igor Ansoff, McKinsey, Porter. Market attractiveness and company strength.

Choosing the right product/market pair. Shared B-to-C and B-to-B criteria. RFM distribution: Recency, Frequency, Amount. Action: Segment investment, grow, maintain, abandon. Targeting strategies: undifferentiated, differentiated, concentrated. Product positioning: definitions, criteria and opportunities. Construct a concept map or drawing. product positioning

Product : The trilogy of use value, sign value and attractiveness. The three dimensions of the product. Product quality evaluation criteria.

Product life cycle and curves. Product range and range of products. Different types of brand. Price: Factors affecting price. Demand and elasticity coefficients. Acceptable or psychological price. The price is deemed acceptable. Calculate breakeven or break-even point. Competitive learning. Location: Select your distribution channel. Establish distribution contracts. Promotion: Advertising, promotion, direct sales, internet marketing, street marketing… Sports sponsorship, sponsorship. Communication development: define objectives, evaluate budget. Note to agencies: Be vigilant. Calculating return on investment. Electronic communication: different tools. Other P’s: people, evidence, process

Develop marketing plans and action tracking measures. actions. Annual operational plan and sales action plan. action plan.

Action parameters. Monitoring and control. Dashboards: Metrics, Selective distribution, Managers, Formats, Explanation of differences… Customer action plan. Temporary operating account. Sell your plans internally.

Product concept, classification and life module Product line, range and brand

Why standardize? Integrating packaging, design and product quality Managing different product strategies Pricing methods Mastering different forms of marketing Establishing a distribution strategy

Composition, reading precautions…: validate the study report. report. Formulate clear, operational marketing recommendations for decision-making make decisions and launch actions.

Produce a dynamic, interactive report to engage the departments departments concerned.

Learn about qualitative methods: field of application stages and techniques. Quantitative methods: scope, stages and techniques. techniques.

Marketing strategy, listening to customers, launching an offer…: defining objectives. objectives.

My Marketing Trainer FAQ

There’s no single answer to this question, as the best way to best way to become a marketing manager may vary according to your skills and experience. However, there are some general advice that can help you get started in this in this field: 1. Get a marketing degree. Although a degree is not always required for this position, it can give you the knowledge and the knowledge and skills you need to succeed. 2. Start working in marketing. It’s essential to experience in this field to become a marketing marketing manager. You can start your career by working as a marketing assistant or coordinator. 3. Develop your skills. As you gain experience experience, focus on developing your skills. The best way to become a marketing manager is to start a career in marketing management. This gives you a a head start in reaching the position you want to achieve. In addition to this, it’s also important to know which companies most need to hire a marketing manager. marketing manager. This can be done by interviewing current marketing or by looking for job vacancies. If you have the opportunity to learn from someone who does the job well, seize it! Being mentored will help you excel faster in your career. In addition to finding out about the position before you apply, it’s also also important to research the company beforehand. beforehand. This will give you an idea of what you’re getting yourself you’re getting into. For example, if you’re looking for companies that manufacture toxic products, you’ll quickly understand why many why many companies have toxic environments. Knowing this, it will be easier for you to assess whether working is right for you. It may be preferable to find a instead of staying in an environment that’s not healthy for you. healthy for you. Aside: while creativity is useful, too much of it can be problematic. Having too much creativity can lead you down dangerous dangerous paths and make you less effective. It’s very important to be to be creative, but being too creative can lead to burnout. burnout. To avoid overdoing creativity, it’s important to limits to creativity in the workplace. work.

There are many reasons to consider a career in a career in marketing. Marketing is a dynamic and exciting exciting field that offers many opportunities for creativity and opportunities. What’s more, marketing plays an essential role in every to promote and sell products and services. services. If you’re interested in a career in marketing, here are some examples of the types of skills and experience experience you may need: – Excellent communication skills. – Strong writing and editing skills. – Creative thinking and problem-solving skills. – Ability to work under pressure and meet deadlines. – Ability to research and analyze data. One of the reasons many people enjoy working in marketing work in marketing is that it involves a lot of creative creative thinking. Marketing professionals need to be identify trends and understand what customers want. want. They also need to be able to think outside the to find creative solutions to problems. This creativity is what makes marketing such a rewarding rewarding. Marketing is also very important for defining a company’s image and building customer loyalty. Companies use marketing to advertise their products and services and build a reputation for quality. build a reputation for quality. Marketing can be used to to promote a positive public image for a company. For example, companies can use marketing to communicate the story of their charitable work to target specific demographics. This helps them create positive brand equity with their target demographic. Another reason why many people choose to work in marketing to work in marketing is that it opens up many career opportunities. A successful marketer can work anywhere within his or her company and have a significant impact on its success. They can also move into areas such as sales, product management or business development business development after gaining experience in these areas. these areas. What’s more, marketing opens up many different different areas in which marketers can specialize specialize after gaining experience and moving into a different a different field.

Many colleges and universities offer marketing marketing programs. Here are some of the best schools marketing schools – University of Pennsylvania – Stanford University – University of California, Berkeley – University of Michigan One way to learn marketing is to take courses at school or school or online. This is probably the easiest way to learn marketing. It’s also the best way to to deepen your knowledge of the subject. You can also meet and learn from people with similar interests. learn from them. This makes it easy to find like-minded people like-minded people and build relationships with them. It’s a great way to meet new friends and learn learn from others. Another way to learn about marketing is to read books or magazines on the subject. magazines on the subject: it’s also a good way to learn about marketing. Reading books on the subject tends to be more in-depth than taking online courses or articles. This gives you a deeper insight into the industry you’re interested in. Magazines generally focus on specific industries and can help you find jobs easily. jobs. Even so, reading books and magazines can also teach you teach you new things and help you grow as a marketer. as a marketer. Running a business can also teach you a lot about marketing: that’s because you have a lot of experience when you run a business. You have experience in hiring staff, negotiating contracts, meeting customers with customers and much more. These are all things you can use you can use to help companies find better deals or improve or improve their products. The knowledge you gain from managing businesses helps you become a better marketer at the same time.

Marketing is the process of creating and disseminating messages messages to promote and sell products or services. or services. It comprises four main elements: – Product: These are the goods or services that a company offers. – The price: This is the amount of money a customer has to pay to buy a product or service. – Place: This is the market or markets in which a product or service will be sold. – Promotion: The process of creating and disseminating messages messages to promote and sell a product or service. It can include advertising, public relations, social media and other and other marketing communication tools. Marketing raises awareness of schools by increasing public public awareness. This increases the number of students who choose to attend school in that area. It also attracts new students who may not have known about the school in area before. Increased awareness attracts more customers to the schools and makes them more profitable. This makes marketing marketing an essential tool for schools. Another role of marketing is to build relationships with relationships. Creating and sustaining customer relationships is another reason why marketing is important. another reason why marketing is important. Schools create customer relationships by offering valuable resources and services. For example, sports teams create relationships with their customers by providing a venue for competitions. Schools also create relationships with their customers through school events such as graduations or graduations or field trips. These relationships help schools to stay relevant to their customers and increase their profit margins. Marketing also supports schools by bringing in new resources resources such as donations and sponsorship. These resources help schools to expand their programs and services beyond what they they can provide on their own. In addition, they help schools schools to respond to customer needs that they might not otherwise meet. For example, the San Diego Zoo helped the local community after a devastating flood through donations and sponsorships. The zoo offered free admission day after day so that displaced residents could visit their local zoo during recovery efforts. This helped to reduce stress levels as visitors were able to forget forget other concerns while in the care of the zoo. care.

Your marketing positioning is the way in which you position your product or service in the marketplace. It is based on your target market, your unique selling proposition and your brand identity. Your marketing positioning should be reflected in all your marketing materials, from your website to your sales brochures. Here are some tips for developing a strong marketing position: – Define your target market. Who are you trying to reach with your product or service? – Develop a unique selling proposition. What makes your your product or service different from others on the market? – Create a strong brand identity. Your brand should reflect your marketing positioning and be consistent across all your marketing materials. One way to position your company is to focus on the emotions on the emotions you can evoke in customers . For example, a casino presents its hotel rooms as “a safe haven of luxury” where “wonderful things happen”. This emotional appeal is effective because it reminds customers of past reminds customers of past experiences there, and makes them feel good about their visit. Creating an emotional connection with customers is important for any business; it helps to build customer loyalty and customer loyalty. Another way to position your company is to focus on the benefits of your product. focus on the benefits of your product. For example, a car automaker advertises that its vehicles are “built for safety”. This benefits-based approach is effective because it shows customers the problems that their competitors don’t solve. It also highlights the areas areas in which this automaker excels, making its cars make its cars appear to be a safer choice than other vehicles on the market. This benefits-based approach also makes it easier for potential customers to compare costs companies when looking for their next vehicle. next vehicle. A third marketing strategy is to focus on the demographics the demographics that use your product. For example, a popular children’s game presents itself as “a game for smart kids” so that “parents know they’re playing with mature with mature minds”. This demographic-driven approach is effective because it attracts certain groups of people who may not that other products exist. It also makes it make it easier for parents to find suitable games for their children, as the game is aimed at older children who are more likely to make purchases for themselves.

Sales and marketing need to be aligned because because they are both working towards the same goal: increasing revenues. When sales and marketing work together it can help a company close more business and and win new customers. There are many ways to align sales and marketing sales and marketing, but some common strategies are to the following: – Create common goals and objectives. – Share customer data and feedback. – Develop joint marketing and sales plans. – Cooperate on lead generation and nurturing. – Measure results and ROI together. By combining forces, sales and marketing can increase results together. Marketing can increase sales by sales by focusing on the needs of the company’s needs. Sales can increase revenues by identifying and promoting new sources of business. these sources. A successful partnership between sales and marketing translates into a more profitable organization for everyone involved. Increased revenues means more resources for the company to devote to advertising advertising, customer support or any other area of the of the business. Increased resources enable the company to better serve its customers and offer them a better experience. experience. Aligning sales and marketing also makes it possible to consistent messaging. A consistent message helps remember what they need to know. It also to a more organized marketing strategy. When teams teams understand their message and their customers, they’ll know what to promote and target their efforts. Consistent messaging facilitates effective team collaboration and makes planning planning for everyone in the company. By maintaining consistent messaging, organizations can better explore new without wasting time or money on previously unsuccessful campaigns. previously unsuccessful campaigns.

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