The Bloodhound Group and strategic partner Radii Latin America collaborated to deliver a successful half-day, on-site seminar in May for 85 representatives of leading corporations in Guatemala City, Guatemala.
Jim Cobb, BHG founder and chief brand strategist, spoke on the five most important steps for developing a financially viable brand. The presentation included a detailed case history showing how each of the steps led to 20%+ average annual growth for one client over four years.
The case study was followed with a module on focusing marketing investment for optimal short- and long-term financial results. The guidelines presented here were based on global marketing effectiveness research from recognized experts, including International Practitioners of Advertising, Ehrenberg-Bass Institute, Howard, Merrell & Partners, Harvard University and Procter & Gamble, among others.
The final section of the seminar centered on properly operationalizing a brand’s marketing programs from the inside out. Alejandro Porras, CEO of Radii Latin America, provided examples of how to structure marketing plans to achieve internal alignment, better external execution and greater accountability for all program elements. This strategically focused approach is designed to help both brand managers and chief marketing officers develop measurable, purpose-driven plans that can be meaningfully optimized through strategic and tactical performance indicators tailored to different levels of management.
Companies represented at the conference included local and international brands from an array of industries, including major financial institutions, hotels and resorts, apparel, pharmaceutical and medical services, food and consumer packaged goods manufacturers, grocery delivery services, commercial and residential real estate developers, coffee exporters and cosmetics companies.
The May seminar was a follow-up to an initial workshop on marketing ROI conducted by BHG and Radii in Guatemala City in February of this year. The Bloodhound Group is planning a U.S. workshop on ensuring maximum return for your brand for the fourth quarter. This onsite event will be held in the North Carolina Research Triangle area. If you or someone in your organization are interested in learning more about this event, please provide your contact information, and we will notify you of details as soon as they are finalized.