Once a teacher, always a teacher.
I've always enjoyed teaching—whether it was visiting my daughters' schools, leading their Girl Scout troops, or speaking at high school career conferences. I taught the Junior Achievement curriculum in St. Louis schools and at St. Louis Community College. After earning my master's, I taught at Parkland Community College and the University of Illinois at Urbana-Champaign for 10 years.
If you need an enthusiastic speaker or trainer for your next meeting, luncheon, workshop or conference, check out the topics below. You can also request a custom workshop or training session.
Marketing Planning 101 Workshop, $5,000
Without a documented marketing plan, you're not fully supporting your company's goals and mission. In this hands-on workshop, you'll learn how to develop a strategic marketing plan to maximize the potential of your department. Using this step-by-step process, you'll begin to develop a marketing plan that you can start using immediately.
Brand Discovery Workshop, $5,000
If you've never clearly defined your brand, your customers and competition are doing it for you. Learn how to develop your position and brand, define your brand and its components, and communicate that brand to your customers and prospects. Although you may sell many brands, you must build your own brand to increase awareness, loyalty and profits!
Buyer Journey Mapping Workshop, $5,000
Different types of buyers take different paths to becoming your customers. Creating distinct "buyer personas" and mapping their journeys helps you identify where they get "stuck" and how you can intervene to move them along in their journey to purchase your product or service. Once completed, these buyer journey maps should inform all future marketing efforts.
Whether you've never developed an annual marketing plan or you'd like to do it better, this class is for you. If your marketing plan looks more like a "to do" than a strategic document with goals and objectives, you'll want to take this course.
You’ll meet with Katrina and other students for 1.5 hours, for 4 weeks. By the end, you'll know how to develop a goal-based, comprehensive, actionable marketing plan that's aligned with your company's priorities, strategic plan and business goals.
Offered annually in October/November and January/December. Complete the enrollment form to be reminded about the next class, and pay nothing until class starts.
Custom Marketing Workshop
Based on your needs, I’ll develop a customized workshop on (just about) any marketing or communications topic. Need to know how to position and brand your company? Does your staff need writing instruction? Wondering how to develop a workable marketing plan—or a content marketing strategy? Let me know and I’ll create a program just for you and your group or team. Once the parameters have been defined, you will receive an estimate.
Just for Electrical Distributors and Manufacturers
Winning at Marketing Workshop ($2,500)
You put your heart and soul into your marketing efforts. You plan, strategize, execute—and even enter them in competitions. But are you getting the results you want? Meeting your marketing and company goals? Winning awards?
TED Magazine Best of the Best Marketing Competition Judge, marketing columnist and consultant Katrina Olson will develop a custom workshop to:
- reveal why entries win and not why they win (yes, you read that right)
- explain criteria used by judges in marketing competitions
- provide suggestions for entering future competitions
- evaluate your individual marketing efforts (compared to the competition)
- discuss your current and future marketing efforts
You’ll learn what a winning marketing effort looks like and what it takes to succeed. You'll also learn about strategic empathy marketing and how it should guide everything you do—your strategies, tactics, execution, and even how you write!
Throw in a hands-on marketing exercise and watch your staff get refreshed and re-energized.
Marketing is tough—especially when you’re up against the best in the business. In this four-hour, information-packed workshop, you’ll learn how to get the results you want.
What is great electrical marketing? ($2,500)
What does great marketing look like and how do you get there? That's the big question. But the answer is not as complicated as you might think. During this three-hour workshop, you'll:
- learn about trends in electrical manufacturer and distributor marketing
- see examples of what works and discuss why
- find out what doesn't work and why
- discover the power of "strategic empathy marketing" and what it means
- build a buyers persona for your company to guide your future marketing efforts
In short, you'll learn the difference between good marketing and great marketing. Loaded with current examples from the industry, and a few from outside the industry, this workshop is a must for any electrical distributor or manufacturer who wants to improve their marketing.
Marketing Roundtable (ave. $250-$365/person)
Are you a one-person or small department that's owned by a large parent company? Do you feel like no one understands what you do? Do you wish you had someone to bounce your ideas off of?
This customized meeting is designed to bring together 10-15 marketing leaders and decision-makers from the same company—but in geographically distributed locations—to learn from the past and plan for the future. Working together, we will coordinate a one- or two-day meeting at a location where you and your fellow marketers can:
- Share marketing successes (and maybe a few failures)
- Learn about a new aspect of marketing
- Get feedback on your marketing efforts
- Share resources—programs, software, apps and other tools that make your work and your life easier
- Discuss your internal challenges, frustrations and victories
- Begin building a strategic marketing plan for the next year (two-day workshop only)
Averaging $250 per person for the one-day workshop and $365 for the two-day workshop, this training is affordable for almost anyone. We can even work with your manufacturers to utilize coop funds.
Customer Advisory Meeting
Want to find out what your customers really think? You have a pretty good sense of how you’re doing. But do you know, specifically, where you could improve? Do you know what annoys or frustrates your customers? Do you know what your customers will need from you 2, 5 or 10 years down the road?
You’ll be surprised at the insights you'll get when customers can talk openly and freely.
Together, we'll plan this two-day meeting at a conveniently located hotel or conference center for 12-16 of your key customers. After the meeting, you'll receive the group’s comments along with a report with recommendations for your management team.
"Katrina Olson's Marketing Planning Master Class helped me approach marketing planning in a more strategic way. It helped me set measurable goals, have important discussions and work on things that we sometimes don't take the time to do. I highly recommend this course."
Cara Perlis, Marketing Manager Franklin Empire Inc., Montreal, Quebec
“Katrina created and facilitated a workshop for the NSi Industries’ marketing team in January 2016. As an industry expert in the field of marketing, it was refreshing for my team to get her perspective on everything from ad design and copy to our industry’s [tED Magazine] Best of the Best Marketing competition submission do’s and don’ts. In a concise and organized manner, she lead the team through an information packed half day session. Her collaborative and open-book style was conducive to a productive session in which all the team members participated. I would highly recommend Katrina Olson for strategic planning sessions, program development and any time you feel the need for some infused energy.”
Pam Erickson, VP Sales & Marketing, Shat-R-Shield, Inc., Salisbury, NC (formerly EVP Marketing/Business Development, NSi Industries, LLC)
Workshop fees do not include travel and expenses. A 50% deposit is required to reserve your workshop date; the remaining 50% plus expenses is due the first day of the workshop. To discuss a custom training session, just email email@example.com, call 217-721-1679, or submit a request via the contact page.C