The Business Development Bank of Canada (BDC) is launching a unique program in June to help Okanagan companies develop solid marketing strategies. The BDC’s Marketing Booster Program is an affordable, results-oriented program designed specifically for growing businesses with limited marketing resources that will be offered at BDC’s Kelowna office beginning on June 15.
BDC chose the Okanagan to deliver the Marketing Booster Program because of the large number of entrepreneurs and growth-oriented businesses in the region. “A business will initially grow using an ad hoc marketing approach. But eventually, it will need a structured marketing strategy to gain market share, access new markets and ensure long term profitability,” says Luanne Chore, BDC Consulting Partner for the Okanagan. “A solid marketing function is vital to any organization, especially when businesses must confront such challenges as economic uncertainty, intense global competition and rapidly changing technology.”
The 12-week Marketing Booster Program combines small group sessions with extensive one-on-one coaching. It begins with three, half-day group sessions held at weekly intervals during which a BDC marketing consultant leads training and discussions on nine key areas:
- Customer Relationship Management
- Creating a Marketing Action Plan
- Managing Products and Services
- Managing Communications
- Managing Distribution
- Managing Your Sales Team.
By the end of the nine workshops, participants will have practical tools to grow their businesses, including customer satisfaction surveys, value propositions and action plan templates. BDC’s marketing consultant will then provide one-on-one coaching and guidance to help each company develop and implement a marketing strategy.
Enrolment in the Marketing Booster Program is limited to 10 businesses. Participants are expected to be either the business owner or the individual responsible for marketing.
The group format is cost-effective and allows participants to share experiences and brainstorm with like-minded entrepreneurs. “The principles of marketing are the same for all industry sectors,” says Chore. “Group synergy is one of the most effective aspects of the Marketing Booster Program.”