Training > Marketing Summits > Optimization Summit 2013

Agenda

Day 1 Day 2 Day 3 Day 4

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