Spreadable Marketing Workshop – 23rd November 2017

Ingenuity KnowledgeXchange Workshop


A free half-day workshop for Nottinghamshire and Derbyshire SMEs.

Back by popular demand, this free workshop will explore how you can improve your communications strategy and add value to your business.

Research shows that people spend an average of 10.7 hours a day with content. Yet it has never been easier to avoid traditional advertising. A really effective communications strategy needs to harness the power of ‘spreadable marketing’ – text, still image and video content that your customers, clients and suppliers want to view and share with others.

This workshop will offer attendees the chance to apply the ‘six principles of spreadable marketing’ to capture the attention of customers, clients and suppliers and turn them into powerful advocates for your business.

Professor Paul Grainge and Dr Cathy Johnson, from the Department of Culture, Film and Media at the University of Nottingham, will lead this session, which will focus on practical ways in which SMEs can harness the potential of spreadable marketing. Having first delivered this session to a full house in 2016, Paul and Cathy have kindly agreed to repeat the session again this year to allow others to attend who may have missed out last time.

Previous delegates described this workshop as ‘absolutely superb‘, ‘amazing‘ and ‘thought provoking with plenty of practical exercises‘, praising the knowledge of the ‘very engaging presenters‘ who ‘knew more about marketing than the so-called gurus!‘, so don’t miss out on the opportunity to take part in this fantastic session!

The workshop will cover:

  1. Thinking about your customers, clients and suppliers as an audience:
  • Who do you want to engage with (i.e. who is your audience)?
  • What are your audience’s need states? Where are they, where do they hang out, what are their interests, what do they like to do, what do they want?
  1. Developing content ideas for your audience:
  • What kinds of content might you produce that might speak to your audience?
  • What kind of content might spread, and how does that content fulfil the need states of your audience?
  1. Distributing content for your audience:
  • What channels to use (e.g. YouTube, website etc)?
  • What time of day to distribute? What day of the week to distribute? The importance of tapping into cultural events and being timely.

Our speakers

CathyJohnsonDr Cathy Johnson,

Cathy’s research explores the changes to the creative industries as a consequence of the rise of digital media. Her most recent book, Promotional Screen Industries (written with Paul Grainge), examines the creative industry sectors that produce promotional screen content and the emergence of content and spreadable marketing as alternatives to traditional advertising. Cathy is currently researching the development of online television and works closely with industry partners, such as Red Bee Media, the BBC and Ofcom.



Professor Paul Grainge

Paul’s research examines the promotional screen industries and video content marketing. This grows out of an AHRC-funded project (with Cathy Johnson) on TV and Digital Promotion. The project involved collaboration with the UK’s leading media and broadcast design agency, Red Bee Media, to explore how companies specialising in brand communication and promotional design are developing strategies to ‘connect viewers to content’ in a multi-platform world. Paul has written extensively on branding and promotion, and is currently researching the use of video content strategies by media/consumer brands, charities, universities and other organisational bodies.

Event details

Date: Thursday 23rd November 2017
Time: 9.00am – 1.00pm, with a networking lunch afterwards from 1.00 – 2.00pm
Venue: Presentation Suite, The Ingenuity Centre, Jubilee Campus, The University of Nottingham, NG7 2TU

State Aid

This event is part-funded by the European Regional Development Fund 2014-2020 and is part of the Enabling Innovation Programme. Due to the nature of this funding, priority will be given to Derbyshire and Nottingham SMEs. This event is classed as State Aid to participating businesses, the value of which is £233.32, but is delivered completely free of charge to participants.

To register

This workshop has been incredibly popular and is now fully booked. However, we are running a waiting list, so if you would like to express your interest in attending in the event of a cancellation, please contact gemma.morgan-jones@nottingham.ac.uk.

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