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This session is structured as a Master-Class in Shopper Marketing, Shopper Insight and Shopper Behavior. The objective of the session is to understand shopper behavior with the view to using that insight to develop Shopper Marketing strategies to gain incremental sales. The master-class is presented by Ken Hughes, who is one of Europe’s leading FMCG shopper and consumer behaviorists. This session is suitable for those working in Shopper Marketing, Category Management, Trade Marketing, Key Accounts, Consumer Marketing, and for internal company sessions, Operations and Finance may also benefit from an understanding of the subject. Costs: ECR Baltic members EUR 400 | Others: EUR 600 + 20% Estonian VAT Learn more: http://www.ecr-baltic.org/en/trainings--seminars/20131115-shopper-marketing-master-class-tallinn/ About Speaker: http://www.ecr-baltic.org/f/docs/ECR_Speaker_Brochure_Ken_Hudges.pdf Teaser video: http://www.flickr.com/photos/ecrbaltic/8797540776/
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Shopper Marketing Master Class15th November 2013. Tallinn, EstoniaLearn more: bit.ly/KenHughes
Extend your stay at ECR Baltic Forum 2013 from 13th to 14th of November in Tallinn and get the most from it by participating in Shopper Marketing Master-Class on 15th of November!
Purpose:
Who Should Attend
What you will learn:
This session is structured as a Master-Class in Shopper Marketing, Shopper Insight and Shopper Behavior. The objective of the session is to understand shopper behavior with the view to using that insight to develop Shopper Marketing strategies to gain incremental sales.
This session is suitable for those working in Shopper Marketing, Category Management, Trade Marketing, Key Accounts, Consumer Marketing, and for internal company sessions, Operations and Finance may also benefit from an understanding of the subject.
• An outline of shopper behavior and how shoppers develop routine habits in what they buy • An exploration of the social, neurological and behavioral forces governing shopper
behavior and how they impact particularly on grocery shopping • Understanding the unconscious shopper: Why we buy and how unconscious motivations
are responsible for more than we think > Freud and beyond • The implications of unconscious behavior for effective shopper research: A look at
ethnography, observation and immersion • Irrationality: How and why shoppers can be manipulated regardless of rational thought • The failure of retail to trigger additional sales through retail atmospherics, and the need for
more emotive engagement in-store • Utilizing the shopper 5 senses to drive incremental sales: sight, sound, scent, taste and
touch • Shopper Marketing > Where to from here? How do Shopper Marketing and Category
Management activities fit together? • Barriers to effective Shopper Marketing: Budgets, Organizational Structures, Consumer
Marketing Focus • Proving it Works: Predictive Analysis, Experimentation and the need for Control
The master-class is presented by Ken Hughes , who is one of Europe's leading FMCG shopper and consumer behaviouralists bit.ly/KenHughesProfile . Over the past 12 years, as the founding Director of Glacier Consulting, he has pioneered developments in shopper behavior insight, particularly in the fields of ethnography, ethnomethodology and biometric shopper research. His expertise in these fields, together with strong knowledge from his consultancy experience in Category Management and Shopper Marketing, results in a strong client base across retailers, blue-chip suppliers and third party agencies. He is a part-time lecturer in Consumer Behavior in University College Cork, and a regular invited keynote speaker at international industry conferences. His interests extend to neuromarketing and behavioral economics, with particular focus on their application to shopper motivation theory.
About the Facilitator
Training details:
Price:
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Hotel booking
Register online: ecr-baltic.org/en/register-here/
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Testimonials:
Date: 2013.11.15Start at 10:00 - 16:15 in EnglishPlace: Sokos Viru Hotel, Tallinn
ECR Baltic members: EUR 400 + 20% VATOthers: EUR 600 + 20% VAT
Use EUR 50 discount code: “SM50” before 1st October 2013 (for non ECR Baltic members only!)
special rateEUR 70/75 single/double standard
about the training, here:
Edgars Pentjuss, ECR Baltic+37126546645
Ken Hughes gave a brilliant, inspirational and practical Shopper Marketing master-class at the Russian Food & Pharmacy Retail Summit in Moscow. On this occasion, the 300 CEOs and owners of food and pharmacy retail companies thanked us for inviting Mr. Hughes with words like “even for just this master class it was worth crossing the whole of Russia to get to your Summit”.
Julia Chebotareva, producer, B2B conference group.
Ken's master-class at Baltika was both informative and entertaining, managing to hold people's attention for all four hours. We gained significant insights and inspiration for our future work and are now reviewing our approach to shopper insight.
Kirill Shpara, Head of Market & Trends, Baltika Brewery
bit.ly/KenHughes
