Unlocking potential in brands and the people behind them

LockSmith believes that the key to unlocking business growth is not just through brands and activities but mainly through people

Having the right team in place, empowered and upskilled to do their job, is transformative.

We have been teaching marketing and innovation for the past 10 years both in large corporate environments like Diageo, and more recently to exciting challenger brands such as Seedlip, Rude Health, Dr Wills & Tony’s Chocolonely.

LockSmith offers marketing and innovation courses that can be run off the shelf or mixed and matched to your needs.

We offer a full suite of blended learning solutions including live and / or virtual workshops, e-learning options, webinars & 1 to 1 follow-ups. Whatever you choose you can guarantee our courses are always fun, immersive and practical.

Here are our most popular courses, plus we’re always writing new material, so get in touch to discuss your requirements and see how we can help.

Courses

The Key to Brand Building

A marketing foundation skills course that teaches practical basics from planning and insights to briefing, execution and evaluation

  • Introduction to brand management
  • Core marketing principles
  • Situation analysis
  • Defining issues & insights
  • Targeting and segmentation
  • Writing a strategy
  • The annual planning process
  • Activity selection
  • How to brief and get the most out of agencies
  • Evaluating creative and providing feedback
  • Media planning
  • Full funnel marketing
  • Measurement & evaluation

The Key to Innovation

An innovation foundation skills course that covers innovation best practice from strategy to concepts to launch

  • The role of innovation
  • The innovation process
  • Innovation project management
  • Identifying opportunities and defining territories
  • Getting to great ideas
  • Concept writing & product development
  • Concept testing
  • Innovation value chains and selling propositions
  • Innovation launch planning and execution
  • Measurement and evaluation

The Key to Customer Marketing

A customer marketing foundation skills course that teaches practical basics from planning to sell-ins to execution in store

  • What is customer marketing?
  • Customer marketing principles
  • Situation analysis and understanding the buyer’s journey
  • Writing a customer marketing strategy
  • The planning process
  • Activity selection
  • Developing PoS that really works
  • Managing customer marketing admin
  • Managing commercial relationships
  • Category development and category management
  • Pricing and promotion strategy
  • Writing a sell-in presentation
  • Flawless execution
  • Measurement and evaluation

Unlocking Amazing Briefs

How to write and deliver inspirational briefs that will result in growth-driving activity

  • Why briefing matters
  • The foundations of a good brief
  • Situation analysis and audience understanding
  • Insights
  • Strategy and activity selection
  • Writing and delivering the brief
  • How to avoid common pitfalls
  • Getting the most out of your agency partners
  • Creative judgement and feedback

Unlocking Brand Positioning

A practical course that teaches all of the skills needed to build or refine a successful brand positioning

  • What is brand positioning and why is it important?
  • The brand positioning toolkit
  • Brand roots
  • Vision, mission and purpose
  • Brand core
  • Prioritising key messages
  • Understanding your target consumer
  • The brand proposition
  • Brand personality and values
  • Visual identity and tone of voice
  • Designing brand architecture

Unlocking Commercial Marketing Skills

A short course that arms marketers with commercial understanding and skills to improve their impact

  • What is commercial marketing and why is it important?
  • The link between commercial goals and consumer behaviour
  • Understanding, owning and managing the P&L
  • Writing a business case
  • Pricing and promotion strategy
  • Understanding sales teams & retailer needs
  • Getting the most from your finance & supply teams
  • Writing compelling customer propositions
  • Data, analytics and storytelling

Unlocking Digital Marketing

An overview of digital marketing strategy, the roles and strengths of digital marketing options and an overview of how to execute marketing activity across the range of digital options

  • Digital centricity in marketing and brand building
  • Best practice e-Commerce
  • Best practice Amazon and marketplace e-Commerce
  • Search marketing
  • Email marketing and CRM
  • Content, Social Media and Influencer marketing
  • Affiliate marketing
  • Video and display advertising
  • Analytics, measurement and evaluation

What makes LockSmith training programmes so successful?

Experience

The courses are based on best practice blended from multinationals and start-ups

Practical

We work on live business issues for your business, making every lesson something that can be applied immediately

Relevant

We remain actively hands-on, delivering real marketing solutions for clients. These courses aren’t academic, they feature the latest case studies

Atmosphere

It’s a fun and safe environment to learn in. Supportive. Immersive. We’re very proud of the community we’ve built during each course

What makes LockSmith training programmes so successful?

Experience

The courses are based on best practice blended from multinationals and start-ups

Practical

We work on live business issues for your business, making every lesson something that can be applied immediately

Relevant

We remain actively hands-on, delivering real marketing solutions for clients. These courses aren’t academic

Atmosphere

It’s a fun and safe environment to learn in. Supportive. Immersive. We’re very proud of the community we’ve built during each course

But don’t just take our word for it. Listen to what these lovely people have to say.

LockSmith Clients