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In today’s trading climate, the impact that trade spend can have on a company’s P&L account can be considerable. Decisions to support investments, whether it’s a trade promotion, in store merchandising or an initiative to drive greater efficiencies, have to be based on facts as well as generate a positive return for your business, otherwise the business model becomes unsustainable.
Do you know how much is your business is investing in all its activities across the trade? What is the return being generated? Could you or should you be investing in other activities which will deliver a better return for less? How do you arrive at making decisions which meet customer’s needs, offer value to your shoppers, but at the same time doesn’t destroy category value?
IGD Academy’s Investment and Promotion Effectiveness workshop will help you focus your efforts. It’s a one day workshop where we explore all aspects of trade spend, from performance related trade terms through to promotion planning, execution and evaluation as well as getting the most appropriate promotion mechanic to deliver the best results.
- Be able to identify the key components which drive trade spend – not just promotions
- Optimise your trade spend with more discipline, through better consistency and transparency
- Drive real benefits through better promotion evaluation and how to use key measures
- Invest in initiatives and opportunities which deliver the best return
This workshop is aimed at everyone who has the responsibility of managing and controlling all aspects of trade spend. It’s great for those who want to adopt a more disciplined approach when signing off trade investments as well as those who want to be more effective at planning and executing promotion activity.
- Account Managers
- Business Development Managers
- Category Managers
- Customer Marketing Manager
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- Financial Controller
- Net Revenue Managers
- Sales Finance Managers
- Sales Finance Controller
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We know that people learn in different ways: by sight, sound and touch. This workshop is highly visual, interactive and practical. Group exercises and discussions are used throughout the day and we ensure that attendees ‘learn by doing’ so that you can apply your new knowledge and skills back in your business. Case studies and best practice examples are used throughout.
Participants will receive a copy of the key training materials.
The workshop starts at 9.00am and finishes at 17.00pm
| DEFINING TRADE INVESTMENT |
- What’s happening in the current environment and the effect on trade spend
- What’s driving trade spend
- Looking at the commercial pressures, trade spend is not just a Sales team issue!
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| BEST PRACTICES IN TRADE INVESTMENT |
- How performance related trade terms work
- What are the key elements which you can shape and influence?
- How you can use these to improve profitability
- Define discretionary and non discretionary spend
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| PROMOTIONS |
- Review the key issues surrounding promotion activity, how to avoid the pitfalls
- Making sure you understand the role of promotions, what they can and can’t do for your business
- The value of effective planning for promotions as part of the joint business plan
- Promotion evaluation, why it’s important and how to measure the effectiveness and efficiency of each activity
- Promotion forecasting, the role and importance, how to improve forecast accuracy based on IGD analysis and industry surveys.
- Shopper insight on promotions, how shoppers are responding and their expectations
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| Making profitable investment decisions |
- What information you need and where to get it
- How to segment your customer network and where the best opportunities are likely to come from
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20 March 2012 - sold out!
24 July 2012 |
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![Investment and promotional effectiveness]](/content/Images/academy/investment.jpg)
