DURATION: 8 Hours
OPTIMUM CAPACITY: 40-60
WHO SHOULD ATTEND? CIO, CEO, CMO, VPs of Marketing and Sales, Key Account Managers, Channel Promotion and Consumer Marketing Leaders and Planners, Supply Chain and Demand Planning Leads and Stakeholders, Trade Promotion Management Leads, Revenue Growth Management Execs and Stakeholders, Sales and Operations Finance Executives, Brokerage Firm Executives, Retail Execution and DSD Leads, Analysts and Data Management Leadership.
COURSE DESCRIPTION: This course takes a hard look at the current state of trade channel promotion, co-op advertising funding, and other channel incentives programs to gauge the level of value and future state potential of what is often the second largest line item in a consumer products company’s financials. With the level of technology advancing rapidly and new advanced AI and ML-driven analytics, the former “necessary evil” of trade promotion is now becoming one of the top three focus areas of every consumer products company. Through this course, we examine the ways of doing business with channel customers, how the consumer engagement is changing, and the impact trade promotion is having across the omni-channel landscape. This will not only be the most comprehensive examination of the new industry best practices, but a powerful look into how the future of consumer engagement will be dictated by how well aligned consumer products companies are in their trade channel promotion and direct-to-consumer marketing.
- Who Owns What? – An examination of the issues, concerns and problems that have created barriers to effective consumer engagement
- The Channel Role – what does the retailer really expect from the supplier?
- Belly Flopping into the Data Pool – How do leaders maximize the data?
- Successful Paradigm Shifts – Who does this well?
- Blueprinting Success – Alignment of consumer engagement
“I learned that the two greatest assets in the quest for generating our consumers’ awareness – sales and marketing – never work well together. Not only did I learn how to fix that, but also how to improve my company’s ability to better meet our consumers’ demands. Great workshop!”
CEO for Health Food Leader