CONTROL PANEL
Bryony Thomas

WATERTIGHT MARKETING

MASTERPLAN


12-month programme
Starting October 2017

ABOUT THIS PROGRAMME

The Watertight Marketing Masterplan programme is your step-by-step path to marketing clarity. It will give you the confidence to make the marketing decisions and investments to underpin sustainable sales growth, in the long-term. 

  • Forget marketing fads – master the fundamentals. 
  • Take calm control – develop your own strategy.
  • Fix your profit leaks – incremental improvements.
  • Get marketing fit – for the long term.

This manageable 12-month programme (runnning over 14 months to allow for a Summer and Winter break) is your shortcut to the core understanding of how marketing supports real, and repeatable sales results. It follows the multi-award winning Watertight Marketing methodology, created by Bryony Thomas and captured in the best-selling book of the same name.

GAIN THE CONFIDENCE TO MAKE CLEAR MARKETING DECISIONS

Our mission is to equip all business owners, and the key people in their team, with the confidence to make marketing decisions that underpin long-term growth. This is a one-year investment in grounding essential knowledge that will support sound marketing decision-making for years to come. You can clear the confusion that comes from the sheer onslaught of marketing advice that comes your way.

  • Get a clear visual floorplan in your head to organise your thoughts about marketing.
  • Embed a common language across your team for discussing and deciding on marketing investments.
  • Join a supportive community to act as a sounding board on your marketing decisions.

This isn't just an investment in yourself. When you join this programme, 2 people from your team can access the live sessions, and a number of your team will also be able to access the online resources to work though the programme with you. What's more, you can add new people to the online resource area for up to two years!


CLEAR STEPS TO FOLLOW

There are loads of business clubs and mastermind groups out there. Why choose this one? The key difference is that this programme follows a structured path, with each month's activities building on the last.

The programme is arranged over four modules, following chapter-by-chapter through the award-winning book  Watertight Marketing:

  • Module 1: Map your marketing against sales results.
  • Module 2: Build your Baseline Activity Plan.
  • Module 3 : Tweak your profit leaks.
  • Module 4: Money, metrics and motivation!

You'll undertake a manageable set of activities each month, for which we estimate you'll need to find a minimum of 6 hours. Each topic builds sequentially on the last to create a clear and actionable plan. 

You'll be comprehensively supported with an extensive toolkit of workbooks and templates, a vault of video tutorials, a weekly live Q&A, a monthly live online workshop with Bryony Thomas, and a community of experts and peers at every step.


Having spoken at length to people who've joined similar groups and programmes in the past, we've made a promise not to overwhelm you with too many ideas and tasks all at once. We're also not going to hop from topic to topic. As interesting as it is to have a series of varied guest speakers, a round-up of latest trends, or a bunch of new ideas... we want to keep this totally focussed on the goal of mastering marketing fundamentals.

This programme is not here to keep you entertained and we're not here to lock you in for life, we're here to support you in getting your head around marketing in manageable steps over one year. That's it. Nothing else!

A SUPPORTIVE COMMUNITY OF EXPERTS AND PEERS TO KEEP YOU ON TRACK...

Every single business on this programme gets one-to-one accountability coaching

As business owners, we're pulled in so many directions. The good intentions we have to spend some quiet time thinking calmly about the important things is all so often overtaken by a daily influx of stuff that needs our more urgent attention. Which is why...

  • One nominated person in your team will be paired with an accountability coach for regular calls to keep you on track. 
  • You'll be working through the same steps with a group of peers who can encourage and share their ideas as you go.
  • You'll have access to a expert-moderated group where you can ask for advice at any time. If you're stuck, you can shout!

We are absolutely committed to guiding and supporting you through this process so that you get phenomenal value. 

EXPERT INSIGHT FROM BRYONY THOMAS, AND A TEAM OF PROVEN MARKETERS

At whatever level you enter this programme, you get hands-on input from Bryony – the multi-award winning author of Watertight Marketing, and to a breadth of industry and discipline experience  from consultants in the Watertight Marketing Accredited Consultant network. We simply cannot emphasise the value this gives you enough.

One client, Jo Reid
 MD, Calvium, commented, "An hour with Bryony is better for de-cluttering your brain and seeing a clear path than two days in a health spa." By attending the weekly Q&As, and the monthly live seminar  you get access to 5 hours of Bryony's time every single month for a whole year. 

For those who choose to add the workshops and lunches this increases to well over 100 hours across the year. With the Accredited Consultants co-hosting the workshops, on-hand for your accountability calls, undertaking the one-to-one elements, and monitoring the private group every day, you can be assured of fast, smart & specific insight tailored to your business. 

If you're stuck, we'll help you. If you fall behind, we'll help you catch up. And, with a group of like-minded people that you'll get to know and trust through the process, we'll all be there with a carrot or a stick should you happen need it. 


“Just great use of triangulation - webinar, videos, book, workbooks/exercises, examples and case studies. If you really do put in the time and effort, the process will become much clearer and you will be much more focused. Loving it! Knowledge is power!”

- Sara Parker - Face for Business -


BREAKDOWN OF PROGRAMME

Master marketing fundamentals month-by-month...

Module
#1
Month One
KICK-OFF: CLARIFY YOUR CONTEXT

SETTING THE SCENE FOR THE YEAR!

By the end of month one you'll have an overview of the methodology and have found your place in our supportive community. 

  • Full read through of Watertight Marketing, access videos, etc.
  • Meet Bryony Thomas, your peers and coaches.
  • Get yourself and your diary organised for the year ahead.

+ EVENTS and VIPs will also attend a powerful and energetic one-day workshop with Bryony Thomas and a team of experienced Watertight Marketing Accredited Consultants, in which you'll capture the core concepts for the first module.

Month Two
CHAPTER 1: THEIR THINKING = YOUR MARKETING

TURN YOUR MARKETING UPSIDE DOWN

By the end of the month two you will have a clear sense of the end-to-end job of marketing in supporting people through a whole buying decision. 

  • The six tasks of marketing.
  • Mapping cause and effect.
  • Sales funnels don't exist.

OUTPUT: A clear understanding of how marketing provides the stepping stones that underpin a customers journey from initial awareness through to ongoing loyalty.

Month Three
CHAPTER 2: IDENTIFY YOUR MARKETING PROFIT LEAKS

TRAFFIC LIGHT YOUR UPLIFT OPPORTUNITIES

Month three is exciting & practical. You'll create your own powerful assessment of where and how you're losing profit across a purchase decision.

  • The Thirteen Touchpoint Leaks – how you interact with the outside world.
  • The Four Foundation Leaks – how you think about marketing.

OUTPUT: A priority action plan for where little tweaks could immediately create an uplift in profits, and a long-term view of investments that will underpin sustainable sales results.

VIPs will also receive a full Touchpoint Leak Assessment of their business delivered by a dedicated Watertight Marketing Accredited Consultant, worth £1500!

Module
#2
Month Four
CHAPTER 3: THEIR NEEDS = YOUR MESSAGES

LEARN TO LOVE THE LOGIC SANDWICH

You'll use the powerful Logic Sandwich  framework to create a set of interconnected messages that mean you say the right thing at the right time through a buying journey.

  • When to use emotion and logic across a buying decision.
  • Avoiding the three killer messaging mistakes that turn buyers off.

OUTPUT: A set of six interconnected messages in a one-page framework. You can then use this as the basis for creating compelling materials with a crystal clear message in mind.

+ EVENTS and VIPs will also attend a powerful and energetic one-day workshop with Bryony Thomas and a team of experienced Watertight Marketing Accredited Consultants. The morning session will cover the key concepts in the Watertight Marketing Framework covered in Module 2. The afternoon will map out the outline of your own Baseline Activity Plan.

Month Five
CHAPTER 4: THEIR PACE = YOUR TIMING

EARNING THE RIGHT TO A PERSON'S TIME

Using the middle part of the Watertight Marketing Framework, you'll be able to select your core set of marketing tools.

  • Choose the key tools and techniques that will form your baseline activity.
  • Commit to frequencies and intervals of activity to maintain flow.

OUTPUT: A one-page document that cleary defines your core toolkit and activity intervals for a Baseline Marketing Activity Plan that supports every step of a sale.

Month Six
CHAPTER 5: THEIR TEAM = YOUR AUDIENCES

MAPPING INFLUENTIAL THIRD PARTIES

Using the third part of the Watertight Marketing Framework, you'll complete your baseline plan by extending your channels to include people who have your buyers' ear at different stages in their decision.

  • Map out the third parties that influence a decision at each stage.
  • Define how to reach these people directly and indirectly.

OUTPUT: A one-page influencer marketing plan to ensure that your buyers hear the right things about you, regardless of who they turn to.

Module
#3
Month Seven
CHAPTER SIX: YOUR BUSINESS BUCKET

START WITH YOUR EXISTING CUSTOMERS

We now zoom in on the key investments and projects to fill in the detail of your plan. Starting with marketing that supports Adoption and Loyalty.

  • Creating a customer communications plan for ongoing interaction.
  • Mapping out your Welcome Window for new customers.
  • Commiting to absolute consistency in the way you present yourselves.

OUTPUT: Clear, actionable, ideas for the first three Touchpoint Leaks: 'Forgotten Customers', 'Poor On-Boarding' and 'No Emotional Connection'.

+ EVENTS and VIPs will also attend a powerful and energetic one-day workshop with Bryony Thomas and a team of experienced Watertight Marketing Accredited Consultants. The morning session will cover the tried and tested fixes covered in Module 4. The afternoon will map out key actions for your top priority leak.

Month Eight
CHAPTER 7: YOUR FUNNELS (PLURAL!), NOT FUNNEL

CREATE POWERFUL PATHS TO YOUR DOOR

Moving up to the middle part of the process suporting Evaluation and Trial, we uncover how marketing can powerfully support your sales conversions.

  • Develop a powerful product ladder into profitable relationshps.
  • Create content that overcomes critical objections.
  • Prove every promise you make.

OUTPUT: Clear, actionable, ideas for the middle three Touchpoint Leaks: 'No Gateway', 'No Critical Approval' and 'No Proof'.

Month Nine
CHAPTER 8: NOW, TURN YOUR TAPS ON

GENERATING A STEADY & HEALTHY DEMAND

This is where we get to those things that will generate Awareness and Interest in your business. 

  • Mastering The Awareness Equation for cut through.
  • Clarifying the way in which you position and describe what you do.
  • Being there in the right format, right place, right time.

OUTPUT: Clear, actionable, ideas for the middle three Touchpoint Leaks: 'Information Overload', 'What', 'No Emotional Impact', 'How', 'Where', 'When' and 'Who'. 

Module
#4
Month Ten
CHAPTER 9: YOUR AFFORDABLE MARKETING PLAN

WHAT SHAPE IS YOUR BUDGET?

Use our powerful budget-shaping process to map your financial and other resources into a strategic snapshot to show where it is focussed, and why.

  • Work out what shape your budget should be.
  • Define your ABC Budget.

OUTPUT: Create a clear and complete budget with in-built flexibility to respond to the changing demands and opportunities.

+ EVENTS and VIPs will also attend a powerful and energetic one-day workshop with Bryony Thomas and a team of experienced Watertight Marketing Accredited Consultants. The morning session will cover the budgeting and measurement frameworks. The afternoon will run your own numbers to set clear and measureable marketing goals for your business.

Month Eleven
CHAPTER 10: MINDFUL MARKETING MEASUREMENT

BUILD A ROBUST MEASUREMENT FRAMEWORK

Understand how to measure your marketing in a way that supports your long-term goals, and maintains your motivation.

  • Defining your Volume, Progression and Outcome metrics.
  • Pinpointing values that over-ride short-term ROI for long-term sustainability.

OUTPUT: A robust measurement framework that balances tracking short-term results, whilst also underpinning your long-term goals.



     PARTY!
Month Twelve
CHAPTER 11: YOUR LIFELONG MARKETING HABIT

MAKE MARKETING (ALWAYS) HAPPEN!

In the last session, we will revisit the Four Foundation Leaks to nail your commitment to getting a return on the effort you put in.

  • Marketing is like fitness, aiming for your personal best.
  • Energising attitiudes to marketing as a lifetime healthy habit.

PARTY! Everyone who has completed the programme will be invited to a Graduation Party, with an online element for those who may not be able to join us in person.


WATERTIGHT MARKETING MASTERPLAN

2 PEOPLE CAN ATTEND LIVE SESSIONS. EVERY PERSON IN YOUR TEAM CAN ACCESS THE ONLINE RESOURCES.

COMPARE PACKAGES

TESTIMONIALS

Clarity. Confidence. Growth.

  • "Confidence to invest in marketing"
  • "Turned my thinking on its head"
  • "Get my marketing plan right"
  • "Stop worrying, get on with doing."
  • "Implement day-to-day"
  • "So much wisdom about marketing"
  • "At the end of the process we had an effective, efficient marketing process, dove tailed with a sales approach that worked. What makes Watertight Marketing stand out from the crowd of fluffy marketeers is direct linkage of effort to return. This no nonsense approach was a revelation and a relief."
    Dave James
    Ascentor
  • "Joining the online course working through the book in more detail, with weekly Q&A calls with the author, Bryony Thomas was without doubt the best marketing decision I’ve ever made. I would absolutely recommend it to anyone looking to give their business a kick up the backside!"
    Hollie Brooks
    MiaFleur
  • "The best thing for me about Watertight Marketing is that it is easy to understand and is process driven so I have a structure and plan to follow. The weekly calls are the icing on the cake, if you do get stuck. It has been the catalyst we were needing to get set for our future growth."
    Alistair Macneil
    Healthy Websites
  • "It was a really structured approach to marketing that meant that we could organise our thoughts, to see the bigger picture. From this, we were able to break down long-term goals into specific actions that we can actually put into practice.  As a result business grew three-fold within 12 months, and we've now hit £5m turnover."
    Patrick Nash
    Connect Assist
  • "Going through the Watertight Marketing process was absolutely the best investment my business has ever made. It underpins everything we do and runs through the whole business. Although there's structure, Bryony doesn't operate to a generic mantra - you really get specialist knowledge and expertise tailored to your business"
    Vince Wilton
    VPW Systems
  • "I’ve now got my Touchpoint Leaks to Amber. Addressing them in order, red lights first, has significantly reduced the fire-fighting and our income is on a steady upward curve, and we’ve doubled bookings. That’s just by tweaking it up one level in a way we could manage. I’m confident, and excited, to calmly step things up yet again with our third facility on plan."
    George Spence
    Redspot Storage

WATERTIGHT MARKETING MASTERPLAN

2 PEOPLE CAN ATTEND LIVE SESSIONS. EVERY PERSON IN YOUR TEAM CAN ACCESS THE ONLINE RESOURCES.

COMPARE PACKAGES


WHY I DO IT...

"When I see a team of good people, with a good product, who are motivated to step things up, I am practically compelled to help them do it.
 
An entrepreneur puts so much on the line – their mortgage, their marriage, even their mental health – to create something of value for themselves, their family, their team and their customers.
 
I want every penny of hard-earned money, every minute of precious time, and every drop of phenomenal energy that they put into marketing to pay them back!" 
 
Bryony Thomas
Author & Founder  – Watertight Marketing

PRICING FOR EVERY POCKET

MASTER MARKETING FUNDAMENTALS.  RELEASE YOUR GROWTH POTENTIAL.

Remember! Everyone in your team can access the online resources...

  • VIRTUAL
    PER MONTH
    £250
    • Monthly Theme Video
    • Monthly Theme Webinar
    • Workbooks & Templates
    • Video Vault
    • Private FB Group
    • Weekly Live Q&A
    • Monthly 1-to-1   Accountability Call
  • + EVENTS
    PER MONTH
    £450
    • Monthly Theme Video
    • Monthly Theme Webinar
    • Workbooks & Templates
    • Video Vault
    • Private FB Group
    • Weekly Live Q&A
    • Fortnightly 1-to-1   Accountability Call
    • Kick off call with Bryony
    • Online Project Area
    • Quarterly Workshop
    • Monthly Lunch & Learn
  • VIP
    PER MONTH
    £1200
    • Monthly Theme Video
    • Monthly Theme Webinar
    • Workbooks & Templates 
    • Massive Video Vault
    • Moderated Facebook Group
    • Weekly Live Q&A with Bryony
    • Monthly Group Workshop with your consultant.
    • Kick-off Call with Bryony
    • Online Project Area
    • Quarterly Workshop
    • 6 x Monthly Lunch & Learn vouchers to use as needed
    • Event Discounts
    • Full day 1-2-1 with your consultant each month
    • Up to 2 hours of monthly on-call input from your consultant

CLICK HERE TO COMPARE PACKAGES

Click Here to Secure Your Place in This Programme Now


KEY PROGRAMME DETAILS

Location
Live events take place in central Bristol in the UK.
Date
2017 - Workshop dates TBC
Venue
The venue for live events will be within easy reach of Bristol Temple Meads train station. Overnight accomodation is not included.
Registration
You will need to register by the 22 September to join the October 2017 intake kicking off on Monday  2 October.
Event Times
The monthly live webinars will typically take place at 11am on the second Wednesday of each month. The weekly live Q&As are typically at 9.30am on Friday.
Misc
Your payments will start from the date on which you register and be charged on that date each month for 12 months.