By Emilio Macasaet III
Crack the code of consumer behavior and unlock sales success! This program equips you with the tools and insights to design data-driven sales promotions that resonate deeply with your target audience, both online and offline. Dive into the science behind consumer decision- making, mastering fundamental behavioral principles and discovering how neuroscience can inform your promotional strategies. Learn to leverage data like a pro, analyze consumers’ online interactions, and craft compelling campaigns that drive engagement and conversions across all platforms. Real-world case studies and practical frameworks will guide you in crafting campaigns that drive engagement and conversions.
Relevance: In today's digital era, where every marketing peso counts, this webinar empowers you to go beyond traditional retail promotions. Learn to leverage the science of consumer behavior (online and offline), harness the power of data analytics, and craft data-driven sales promotions that skyrocket your Return On Promotional Investments (ROPI). Gain the tools and knowledge to justify your strategies, predict outcomes, and align your promotions with your brand and audience like never before. Stop simply throwing money at promotions - unlock their untapped potential and watch your sales soar.
Uniqueness: This program takes a groundbreaking approach, blending cutting-edge data analytics with the intricate psychology of online and offline shopping behavior. It generously provides real-world case studies, not just theoretical principles, to help you discover how to design targeted promotions that resonate with your unique audience and crush your sales goals.
Believability: This program was crafted by three senior consultants from Mansmith, each contributing their distinct expertise to its design. The facilitator, with a background in designing and implementing a wide range of sales promotions for both large multinational corporations and local companies, brings a unique perspective to the program. This diverse experience enriches the course with insights from various business scales and contexts.
MODULES AND KEY TOPICS
Branding and Brand Positioning
Marketing Mix: The Seven Ts and the Four Ps Model
Promotion: Incentives and Communication
The Five Components of SP
The Four Effects of SP
Diagnostic Marketing Mix
The limitations of SP
Lessons and critical issues in SP
Neuroscience: how the brain processes information and makes decisions
Three (3) Types of Consumer Insight Analysis
Behavioral Analysis: segment customers using data.
Establish desired outcomes of SP.
Alignment: how the promotion fits into the broader marketing strategy.
Criteria for a good SP
Objectives of SP: Why we’re doing it
Assessment of SP Options and Tactics
Budgeting and Resource Allocation
Risk Assessment and Mitigation
Ethical considerations (is it also legal?)
Establishing the baseline sales
Periodic Analysis: Before, During, After, Way-After
Return On Promotional Investments (ROPI): On incremental sales and net contribution margin
Statistical Methods: Regression, Correlation Analysis (regular vs. promoted SKUs)
Who Should Attend
All sales and marketing professionals engaged in designing, implementing, and evaluating sales promotions.
4 (3-3.5 hrs) learning sessions
Lectures / discussions (Q&A)
Break-out sessions / plenary discussions
Emilio Macasaet III
Partner and Chief Channel Marketing Strategist
Author of 3 best-selling books (Distributor Management, Key Account Management, and Trade Marketing)
Agora Awardee for Marketing Education (2023)
Worked in top companies such as Gillette, Nestle, L'Oreal, Metrolab, and RFM (as VP of Sales and Distribution).
Marketing Professor at the Ateneo Graduate School of Business (AGSB).
Consultant and trainer for clients across Asia.
Attended an executive program on Marketing Channels at Kellogg School of Management, Northwestern University, Chicago.