Promotion Event Planning & Post-Promotion Analysis

Objectives

Give participants the fundamental knowledge to create effective promotion events for a given category and to avoid the costly pitfalls typically experienced in the industry.

Description

Participants will be introduced to the key criteria for effective category promotional event decision making. They will examine a number of promotion case studies in order to enhance their event decision making skills. They will learn how to develop a category promotion event which consideration to all the critical variables. Finally, they will learn a simple, yet highly effective approach to category and brand pre- and post-promotion analysis.

Key Learning

• The cognitive psychology of retail promotions
• The strategic framework for promotion (event) development
• Promotion management - types and key components
• Effective promotion planning - The process, the output (annual plan and events) and the performance criteria
• Components of effective promotion decisions
• Type of event, product(s), shopper incentive, timing, merchandising, signage, etc.
• Techniques to conduct effective pre-promotion & post-promotion event analysis
• How to maximize the financial payout of the promotion plan
• Effective and efficient event implementation
• Key promotion event planning and implementation tools, enablers
• Course application to tomorrow's business as a retailer and manufacturer
• Advanced Courses