Sales Promotions

By Emilio Macasaet III

Registrations are closed


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.


Key Topics:

  1. Branding and Brand Positioning

  2. Promotion: Incentives and Communication

  3. The Five Components of SP

  4. The Four Effects of SP

  5. Diagnostic Marketing Mix

  6. The limitations of SP

  7. Lessons and critical issues in SP

Module 2: Aligning SP Objective with Marketing Strategy

Key Topics:

  1. Illustrative Cases 

  2. Three (3) Types of Consumer Insight Analysis

  3. Establish desired outcomes of SP.

  4. Alignment: how the promotion fits into the broader marketing strategy.

Key Topics:

  1. Criteria for a good SP

  2. Objectives of SP: Why we’re doing it

  3. Assessment of SP Options and Tactics

  4. Budgeting and Resource Allocation

  5. Risk Assessment and Mitigation

  6. Ethical considerations (is it also legal?)

Key Topics:

  1. Establishing the baseline sales

  2. Periodic Analysis: Before, During, After, Way-After

  3. Return On Promotional Investments (ROPI): On incremental sales and net contribution margin

  4. Statistical Methods: Regression, Correlation Analysis (regular vs. promoted SKUs)

  5. Workshop


"All of the topics were relevant to the work we have in the company. it will definitely help us when we will be on the field creating strategies for our brand."
Phelps Dodge Philippines Energy Products Corp., Sales Specialist

"Mentor/Speaker were able to effectively deliver the course and guided us in evaluating our internal processes to improve and be better trade marketers."
Chocovron Global Corp., Marketing Manager

"This course helped me understand the purpose and importance of trade marketing."
Unilab, Inc., Marketing Manager
April 11, 12, 16, 17, 2024
9:00AM - 12:00PM
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

Past Attendee
Managers (20%)
Supervisor (40%)
Support Team (40%)

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.

Date & Time
April 11, 2024
Start - 9:00 AM
April 17, 2024
End - 12:00 PM Asia/Manila

Live via Zoom

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Mansmith and Fielders, Inc.

0918-811-6888 • 0917-627-1888

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