here - POPAI Australia & New Zealand

workshop
day three
Friday
24 th February 2012
Your workshop facilitator
de-coding the path to purchase
You will gain:
Workshop summary
A real understanding of what shopper marketing is and
why it’s critical to the future of consumer goods in Australia
A simple five-step process to implementing shopper
marketing activities both strategically and operationally
A clear, applicable path to purchase model
The ability to understand the differences between
consumers and shoppers and how they interrelate
Techniques for prioritising shoppers and channels
Workshop agenda
8:30 Registration & coffee
9:00 The shopper marketing revolution
• The age of the shopper
• What shopper marketing is and is not
• The five-step integrated shopper marketing model
• Workshop
– How shopper marketing will affect your business
10:45 The path to purchase
• Understanding the drivers of consumption
• Shoppers’ role in driving consumption
• The path to purchase
• Case study
– ‘Pampers – Shopper Marketing in an extreme environment’
• Workshop
– Define your target consumers
12:15 Lunch
13:15 Targeting the shopper
• The only three ways to drive growth
• Creating powerful shopper segmentations
• Case study
– Who do you really want to sell to?
– How to target TV shoppers
• Influencing shopper behaviour in-store
• Workshop
– Define your target shoppers
15:30 Prioritising channels
• Channels in a digital world
• Understanding channel roles and priorities
• Case Study
– ‘Can the smallest channel be the most important?
A leading baby nutrition manufacturer finds out it can!’
• Workshop
– Define your priority channels
17:30 Close of workshop
Toby Desforges,
Founder and Owner,
engage, Singapore
Toby began working in consumer
goods in the 1980s, taking summer
jobs in high school and college and
since then his career has taken
him all over the world. As a Line
Manager he worked with Pepsi’s
bottler, Britvic in the UK, Mars and
Columbia Pictures across Western
Europe. When his wife left him to
work in Asia, Toby followed her and
began a second career consulting.
Since then he has personally trained over 2500 sales and marketing
managers for leading manufacturers in more than 20 countries.
In 2005, he co-founded engage, a global management consultancy
that leverages the power of a unique vision of shopper marketing and
customer management to deliver better brand returns. The company
serves over 50 of the top 250 consumer goods companies globally.
engage’s clients currently include PepsiCo, Fonterra, GSK, Sanofi,
Philips, Kao Corporation, Electrolux, Kraft, American Standard, Tetrapack,
SC Johnson, Unilever, Beirersdorf, Pernod Ricard, Kimberly Clark, Philip
Morris and Samsung.
A sought-after speaker, Toby talks internationally on the subject of
shopper marketing in seminars and conferences. Toby speaks five
languages, lives in Singapore with his wife and two and-a-half children
and is the co-author of the forthcoming book ‘The Shopper Marketing
Revolution’.
What people say about Toby:
“With our multicultural regional audience Toby displays clarity
of thought and a delivery style which is engaging and thought
provoking. He is also easily able to adapt the messaging to
different levels of the organisation. I can vouch for his command
of the retail trade environment...”
Alan Fitzsimmons, Regional Managing Director – Greater China, Fonterra
“Toby has a detailed understanding of the shopper and retailers.
He has helped us in particular to apply shopper insight to sales,
marketing and trade marketing issues. He is flexible, personable
and fun to work with, and gets outstanding business results.”
Deborah Kerslake, Director of Insights – Asia Pacific, Electrolux
“Toby is a dynamic and passionate professional. The tools and
insights he brings have great impact in simplifying and making
manageable often large and complex analyses...”
Andrew McGregor, Talent Development Director, PepsiCo International
“Toby is a consummate professional, and in my opinion is a
highly respected expert within the consumer products industry.
Working with Toby is always a pleasure, and I have deep respect
for his ability to think strategically while also being able to deliver
hands-on results.”
Andrew Toll, Vice President Solutions Consulting EMEA, Accenture
“I worked with Toby over a 2 day workshop that he conducted.
During that time, he shared with us his really valuable experience
in retail, trade, category management and really managed to “put
marketing in shopper marketing”. Toby is also a great speaker,
very funny and energetic, he was a real pleasure to listen to.”
Guillaume Pagnoux, Regional Strategic Planner, OgilvyAction
REGISTER NOW / +61 2 8908 8555 / www.acevents.com.au/pathtopurchase2012