The Key to Customer Marketing

A strong foundation in customer and shopper marketing skills, suitable for all levels up to Marketing Manager.

Equip your team with a strong foundation in customer & shopper marketing across the full activity cycle, from strategy, activity planning and execution to measurement and evaluation.

Who’s this course for?

Marketers who are responsible for activating their brand in-store or who work with sales teams who activate in store, all levels up to Manager

Sales or Account Management professionals responsible for negotiating listings and activity with retailers

Senior Leadership teams in smaller businesses who need to upskill in customer marketing to drive growth

What you’ll learn on this course

  • What is customer marketing? 

  • Why is customer marketing important? 

  • Key principles of customer marketing

  • A framework for identifying critical inputs
  • Understanding the consumer decision journey
  • How to select the right distribution for your brand
  • Best practice Customer Marketing planning
  • Business goals vs Consumer goals
  • Understanding the retailer’s perspective 
  • Examples of shopper marketing activities

  • How to choose the right activations for your brand 

  • The fundamentals of successful customer marketing activity
  • What is a PoS toolkit and how can you develop them 
  • How to work with Merchandisers and Field Sales 
  • Understanding pricing & promotion strategy and how to use it
  • How to write and execute a promo plan
  • An introduction to net revenue management
  • Understanding Sales teams and how to work with them
  • Tips for working with Finance & Supply Chain 
  • Managing your relationship with your customers
  • Writing a killer sell-in

  • Delivering a killer sell-in 

  • How to nail meetings with retailers

  • Working with Retailer & Sales data 

  • How to approach Customer Marketing reporting 

  • Tracking performance 

What’s included 

  • Two experienced facilitators teaching you the latest theory and best practice 

  • Taught live with flexible classroom hours – this course can be delivered as a training course or an interactive workshop depending on your needs 

  • Course workbook containing tools and templatesopportunity to bespoke with your own tools & processes if you have them 

  • Interactive sessions with group breakouts 

  • Q&A opportunities  

  • A host of exciting guest speakers delivered via voxpops 

  • Support and troubleshooting  

All the details you need


Contact us for availability.


Either in your offices, an off-site location or taught live over Zoom, so you can join from anywhere.


We tailor our courses with your language, processes, templates & practical examples. Get in touch today to discuss your needs.

Here’s what people have to say about us 

4.7 out of 5

Overall score for the course

5 out of 5

The trainers

4.8 out of 5

Likelihood to recommend 

A few of the companies our delegates have come from

Get in touch about the course

We’re here to answer your questions about the course:

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The Key to Customer Marketing

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