The course in a nutshell
We designed the course to equip marketers of all levels with a strong foundation in customer & shopper marketing across the full activity cycle, from strategy, activity planning and execution to measurement and evaluation. Using our personal experience (over 20 years in the industry respectively!), we explored the best shopper marketing principles, processes and tools, such as choosing the right activations, developing PoS tool kits and how to write a killer sell-in. We also looked at category marketing, understanding buyers and delivering brilliant execution.
Understanding diverse perspectives
To pilot this course, we have worked closely with the Edrington team to uniquely tailor our materials to their business and the Spirits industry. A huge part of this work is interviewing the different teams across the Edrington business, as well as a line-up of expert guest speakers. These video interviews are integral to the training: it is so important that marketers understand the perspectives of all the stakeholders they are working with, from retailers, to buyers to merchandising teams. And if they can understand these perspectives in the context of real, live business issues? Well, that’s a game changer.
We’re here to help
If your business or team would benefit from bespoke, in-house training in customer marketing, please get in touch with us.