Course Overview

The best consumer marketing in the world fails to deliver if products are not purchased, and the gatekeeper to purchase is the shopper. This simple truth has led to the realisation that Shopper Marketing is critical to successful brand building. (Click here for a brief summary of Shopper Marketing – an excerpt from the IPM Diploma in Promotional Marketing study Notes)

This course will give you the knowledge and skills to successfully execute shopper marketing and add real value to brands, clients and customers.

The aim of the course

Shopper marketing is far deeper than just in-store promotions. It is a philosophy that generates real long term brand development and health. It can provide a route to suppliers developing significantly improved relationships with their customers and agencies developing significantly improved relationships with their clients. It is an element of the marketing mix which no brand should be without.

This course is intended to be a good general introduction to the subject. During the day you will hear from experts in the field - you will learn the theory, see real examples and learn how to apply Shopper Marketing in the real world.

Who the course is designed for

The course covers both strategy and tactics and as such will benefit both strategic planners and tactical implementers in both agencies and promoters.

Course content

The course will take you through the development of shopper marketing and provide you with the theory and mind-set required to make it happen. But it is designed to offer more than that. It will enable you to create and propose far more effective promotional mechanics and make you more valuable contributors to your client’s and customer’s business.

Shopper marketing offers the opportunity for Promotional Marketing to go from ‘moving boxes’ to providing real strategic input to long term brand development.

The day has been created to give you a view of how you can use Shopper Marketing to not only increase sales, but also to enhance your relationships with clients and customers. The course will be run by David Dexter – whose background is in client side FMCG marketing. He now specialises in shopper marketing, actively making it happen at the coalface with major multiple retailers.

The programme for the day is:

Essentials of Shopper Marketing and Retail

• What is real life Shopper Marketing?
•  Retailers are all the same…or are they?

Shopper Marketing Evolution

• Where did it come from, and why does that matter?

Shopper Behaviour

• What do shoppers actually do when they shop…and how can we use it?

Shopper Passport - Exercise

• You think you understand shoppers – think again!

Promotional Evaluation Tool – Measuring Effectiveness

• What did you actually achieve from your promotion and how can you use that to get more budget?

Making it Happen - Creativity and Practice

• What does shopper marketing look like and how can you spot it?

Eye Tracking & Emotional Reaction Measurement

• We all know what we look at…or do we…and how do we really react to what we see?

Information Sources

• How can I find out what is going on out there?

Implications for the Agency-Supplier Interface

• How can agency and supplier work together to become an unstoppable force?

Thoughts on the Future

Where is it going and what are the opportunities?

Course format

The course will use real examples and case studies of success achieved through applying shopper marketing principles. All of the course tutors are currently operating in this environment. It will give you the theoretical aspects – but it will also give you the tools to immediately implement it

The course will be delivered using a mix of lectures, key speakers and practical exercises, as well as a demonstration of the latest ‘eye tracking’ research technique.

Also demonstrated on the course is the IPM’s Promotional Evaluation Tool. This tool has been developed to support the IPM's 'Measuring Promotional Effectiveness' course and is beginning to be used by companies as a consistent and industry standard means of planning and evaluating promotions. (Click here for more details)

Course Tutors

The course will be delivered by:
David Dexter, Dexter Hunt Consulting and IPM Shopper Marketing Advisor
Richard Pink, Pink Key Consulting and IPM Associate Director of Education

Course speakers

Simon Goodall, Director of Strategy at Saatchi & Saatchi X
Peter Lidgey, Chief Operating Officer at Visual Latina

How to enrol

Click here for an enrolment form.

For any further information please call the IPM Education Manager Stephanie Cooper on 020 7291 7730 (stephaniec@theipm.org.uk) or the Commercial Manager - Education Jody Bratley on 020 7291 7742 (jodyb@theipm.org.uk).

Cost

£520 (+VAT) for IPM members
£680 (+VAT) for non-members
The price includes a light buffet lunch.

Places on this course are limited to maintain a good delegate to tutor ratio – early booking is therefore recommended.

Terms & Conditions

All course fees are payable prior to the date, or commencement date, of the course. Should you be unable to attend, a substitute delegate is welcome at no extra charge - please simply notify the Institute of any changes. You may change the date of attendance or cancel attendance at a course subject to the following scale of charges:

There are no refunds for a 'failure to attend'.

The Institute reserves the right to cancel a course, change the venue, amend the dates and or the fees and course tutors at any time and without prior notice.