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Select a Course Below
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Or scan down the page for private course topics.
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Private and Customized Training
The Laredo Group offers the most effective and well-received training in the media industry for media sales representatives, media buyers, agency media and account management staff and executives, marketing professionals and media sales and marketing managers and executives. Over 30,000 professionals have taken Laredo Group courses, giving rave reviews and, more importantly, testament to the immediate increase in sales, revenues and/or productivity that they and their colleagues realized after participating in Laredo Group training.
Courses and Coaching Programs, as well as Laredo Group Consulting Services, are offered to train and benefit salespeople, marketing staff, managers, editors, publishers, corporate executives and others in industries including Magazines, Radio, Television, Newspapers, Online/Web Services, E-Commerce, Retailing, Pharmaceuticals, Communications, Non-Profit and Industry Organizations, Financial Services and more. Any of our Public Training courses are also available for private training.
For more information about scheduling tailored or customized training programs either on-site at your location, at a hotel or conference center of your choice, or at our Laredo Group Training Center in the Fort Lauderdale, Florida area; please contact us at info@laredogroup.com, or call (954) 577-5700, ext. 86.
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What agency production teams who have been tasked with the creation of digital content for client web sites and landing pages need to know. Learn the fundamentals of creating graphical, audio and video assets for playback in web environments. Topics covered include:
- Optimizing graphics for use in digital environments
- Setting up a PC to record narrative audio
- Importing music and sound effects from external sources
- How to edit and mix sound files using Audacity
- Setting up video camera equipment
- How to digitize video content for use on their computers
- Editing and adding special effects to video content
- Optimizing video and save to multiple file formats
- Adding audio and video assets to a Web landing page
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This course has different versions depending on the media of the client (magazine, newspaper, radio or TV. Topics covered include:
- Making the case to sell web ads to buyers
- Highlight the advantages of increased reach, frequency and accountability with buyers
- What you need to sell integrated programs
- Ad product challenges - moving your clients’ Print/Radio/TV ads to online
- Selling integrated programs and making sure clients get enough bang for their buck
- Risks and opportunities running testing, trials and merchandising options
- How to avoid cannibalizing the Print/Radio/TV buy
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What marketers, traditional and interactive media teams need to know to architect and develop interactive advertising. Learn how to take advantage of the tools and methodologies needed to design engaging and effective campaigns, and how to best set and measure campaign goals. Topics covered include:
- Describing the features and functions of rich media ads
- Learning how consumers behave in an interactive environment
- Learning how to motivate consumers with intuitive design and clear communication
- Using ad development models to blueprint design flow and features
- Setting measurable campaign performance goals
- How to address the needs of online audiences
- Best practices in landing page design
- How to start meaningful online conversations
- How copywriting affects results of interactive campaigns
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What traditional, interactive and in-house agency creative teams need to know to produce digital media for clients. How to determine the benefits and advantages of social media and how to use them to engage web audiences. Topics covered include:
- How Web 2.0 is defined and technologies included
- Setting up a Wordpress based blog, how to add and change blog layout templates and how to create text, graphical and video based blog postings
- Recording, editing and producing audio recordings for podcasts
- Using RSS to receive and publish Web 2.0 content
- Setting up a corporate social network using the Ning platform
- Creating simple wikis using Wetpaint
- Planning, developing and maintaining a corporate wiki using Media Wiki
- How to convert a Flash file into a trackable web widget
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This course has different versions depending on the media of the client (magazine, newspaper, radio or TV). Topics covered include:
- Positioning Editorial Between Print/Radio/TV and Online
- Understanding Audience Differences Between Print/Radio/TV & Online
- How to Use and Maximize Online Research to Support Print/Radio/TV and Online Efforts – Including Research Opportunities for Advertisers
- How to Improve Search Engine Positions
- Using Technology to Retain Audience
- Developing Online Programs to Drive Circulation/Audience
- Developing Subscription Models
- Improving Newsletter Profitability
- Combining Print/Radio/TV + Online Media Kit and Rate Cards
- Mapping Print/Radio/TV to Online Ad Products
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What Magazine Ad Sales Reps Need to Know to Support Online
Sales. How to Talk to Your Buyers About Online Opportunities. Topics covered include:
- Why the Growing Interest in Web Advertising?
- Internet Basics and Media Terms
- How to Think in Terms of Integrated Media: Comparing
Online Media to Traditional Print Media
- Tools for Interactive Marketers
- What Gets Sold and How
- Creating and Selling Branding Programs in an Integrated Media World
- Using Online Programs to Drive Media Accountability
- Is Your Client Ready to Buy Online?
- Redefining the Sales Options
- Account Planning and Role Playing Exercises
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Topics covered include:
- Perspective on Internet Advertising
- Demographics, Media Usage, Changes in Media
Consumption
- Advertising in the 21st Century, Challenges Marketers Face
- Role of Media and the Media Landscape
- Media Attributes, Evaluating Media Attributes
- Understanding and Comparing Media Measurements
- How to Think in Terms of Integrated Media
- Cross Media Studies
- Interpreting Objectives and Creating Integrated Opportunities
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Topics covered include:
- Why the Growing Interest in Web Advertising?
- Internet Basics and Media Terms
- How to Think in Terms of Integrated Media: Comparing
Online Media to Traditional Print Media
- Tools for Interactive Marketers
- What Gets Sold and How
- Creating and Selling Branding Programs in an Integrated Media World
- Using Online Programs to Drive Media Accountability
- Is Your Client Ready to Buy Online?
- Redefining the Sales Options
- Account Planning and Role Playing Exercises
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What TV and Radio Ad Sales Reps Need to Know to Support Online Sales. How to Create Online and Integrated Opportunities. Topics covered include:
- Why the Growing Interest in Web Advertising?
- Internet Basics and Media Terms
- How to Think in Terms of Integrated Media: Comparing Online Media to TV and Radio
- Tools for Interactive Marketers
- What Gets Sold and How
- Creating and Selling Branding Programs in an Integrated Media World
- Using Online Programs to Drive Media Accountability
- Is Your Client Ready to Buy Online?
- Redefining the Sales Options
- Leveraging and Re-Purposing Existing Creative for Online
- Account Planning and Role Playing Exercises
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A “How To” Workshop on How to Use Research and Data to Develop Competitive Action Plans and Presentations. Topics covered include:
- Dissecting the competitive discovery process
- Detailing issues and questions to ask
- Information gathering techniques
- Effective prospecting and strategic pre-call action plans
- Competitive account planning
- Using industry research to make specific recommendations and competitive selling points
- Review of free and subscription-based resources
- How to take multiple data sources and create compelling presentations
- Using your internal log file, ad server, audit data and other web-based data in the competitive analysis process
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