Workshop Overview
What is a successful promotion? Through this two-day virtual workshop, you will learn how to influence the shopper path to purchase and the importance of evaluating promotions to understand the short and long terms impacts of the activity and the implications on your future. We will also look at the latest trends and legislation affecting promotions including HFSS.
Agenda
What is a successful promotion?
The shopper path to purchase and points of influence
Latest trends and legislation effecting promotions – inc. HFSS
Evaluating promotions – for the supplier and the retailer
Statistical modelling of promotions
Collaborating on plans
Useful summary
Who is it relevant for
For those just starting to look at promotional evaluation more than the immediate uplift; Those recently move to national accounts, category management, promotional planning.
Meet the trainer
Simon Attfield, Strategy & People Solutions Manager
Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 20 years' experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.