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Measuring the Value of Shopper Marketing

Date: Tuesday 11 July 2017 from 9:00 AM to 1:00 PM

Shopper Marketing is not simply in-store activity.  Shopper Marketing is a tool that can be used strategically to add value, whilst also encouraging a consumer purchase.  It is critical for brands to understand the consumer journey to purchase - determining when a passive consumer becomes an active shopper and enhancing brand values along the way.  Efficient and effective implementation throughout the consumer journey ensures cost-effectiveness and maximises Return on Investment (ROI), providing more funds for further development.

Course Overview

This half day workshop looks at the elements of shopper marketing and investigates how you can ensure that each element is measured and evaluated to generate maximum return.  Whilst it will cover the traditional 'how much profit did I make from my investment?' it will move into the deeper issues of 'how did each element contribute to the overall effectiveness of the campaign and what could have been done better?'.  This session is designed to explore how to measure the impact of each stage of the campaign and will give you the knowledge and skills to be able to demonstrate how the activity created and added value to longer term brand value. 

The aim of the course

The workshop is designed to help agencies and clients distinguish between simply measuring short-term outcomes (sales during the actual promotion) and 'The Measurement of Value' (how the campaign adds real value to the brand).  It will cover the effective use of tools to determine the best possible implementation and outcome, thereby justifying the use of resources and evaluating the true ROI of the campaign for the brand.

Course Content

Shopper Marketing Campaign Objectives, Strategic and Tactics

  • The importance of setting the right objectives
  • Developing the best toolkit for measurement and evaluation
  • Understanding the principles and differences between measuring activity and measuring value

Measuring the Change in Consumer Behaviour

  • The Five Drivers of Consumer Behaviour and Effective Net Preference

Practical Examples of Measuring Value

  • Case Study examples of Measuring Value
  • Lessons learned and planning to improve future campaigns
  • How to apply to your own campaign
  • Delegate discussion on issues that concern you

Course Format

The workshop is designed to be interactive and will involve real examples and case studies to illustrate both principles and practical application.  A mix of lectures and practical exercises will be used - this is not simply a 'talking shop'.  Throughout the session delegate participation and intervention will be welcomed and encouraged.

Questions or Queries? Please call the Education Team on 020 3848 0444 or training@theipm.org.uk

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Location: IPA 44 Belgrave Square London SW1X 8QS