Optimization Summit 2013 | Agenda | MECLABS Training Group

Training > Marketing Summits > Optimization Summit 2013

Agenda

The agenda follows a structure that will help you quickly connect each session you attend to a specific phase of optimizing your website.

Optimization, Experimentation, Transformation

Optimization: Determining the value of the company, each product, and each offer. Improving the communication of that value to that value to the customer.

Experimentation: Testing to learn more about what values resonate, and what messaging and processes to secure transactions are most effective.

Transformation: Focused not on only applying what has been learned, but also helping marketers go back and make a cultural shift within their organizations.

The icons found on each session of the agenda indicate which phase of testing will be emphasized.

Monday – May 20, 2013

In this full-day course, Flint McGlaughlin will help to clarify the concept of value proposition. He will sort through the historical/academic clutter surrounding the term, and give marketers a simple and effective framework for crafting effective value propositions. Once you have taken and passed the final exam, you will be designated as a Certified Professional in Value Proposition Development.

Pre-Summit Workshop – Value Proposition Certification Course Presenter: Flint McGlaughlin, Managing Director, MECLABS
8:00-9:00am		Networking Breakfast and Registration
	9:00-10:30am	Session 1 – What is a Value Proposition? A brief historical overview of the term value proposition A simplified and clear definition of the term value proposition The essential role that a value proposition plays within an organization How to identify three essential derivative value propositions
10:30-10:45am		Break
	10:45-12:15pm	Session 2 – What Determines the Force of a Value Proposition? How prospects/customers relate to a value proposition The four key factors that impact the force of a value proposition How to identify and measure a strong (or weak) value proposition How to increase the force of a value proposition
12:15-1:15pm		Lunch
	1:15-2:15pm	Session 3 – How to Craft Your Value Proposition What a strong value proposition statement looks like The 10 steps that MECLABS researchers take when crafting a value proposition How to simplify and organize the value proposition of a complex organization How to identify the most effective wording in a value proposition statement
2:15-2:30pm		Break
	2:30-4:00pm	Session 4 – How to Apply Your Value Proposition + Value Proposition Certification Exam 10+ scientifically validated case studies on the expression of value proposition What a value proposition looks like when communicated in marketing collateral How to express the value proposition in all the elements (images, copy, headlines, etc.) of a webpage How to ensure the value proposition is in every step of a conversion process Once you have taken and passed the final exam, you will be designated as a Certified Professional in Value Propositions