‘Earning and Growing Your Customer’s Loyalty’
Wednesday 8th December 2010
10am – 4pm with a locally sourced lunch.
Amerton Farm, Stowe by Chartley
- Interactive one day course
- Expert tuition and advice relating to food marketing
- Practical sessions to ensure attendees leave with their own strategy and inspiration on improving their marketing, and developing products.
Leading expert Peter Whitehead is the agri-business programme leader at IGD. IGD is the authority in the food and grocery industry in the UK and internationally, aiming to develop the industry for the benefit of producers and consumers. Working across the supply chain and in the public domain, IGD have an unrivalled level of understanding and knowledge within the sector.
10.00am Peter Whitehead will cover the following areas:
- Understanding what value means to consumers. An interactive practical exercise looking at different product attributes and what value consumers place on these. This is an important awareness exercise that you can apply to your own products.
- Shopper tracking - what consumers buy, and what is important to them.
- Consumer segmentation - how to do it, why it is important and what benefits this can bring to your business.
- Researching consumer behaviour. The data available and how to source it. How to carry out practical market research and how to use the data.
- Dunnhumby / Kent Business School Data - what this is and how to use it to develop your own products, brands or range. Includes case studies.
11.45 ‘Critical’ Walk Round Amerton Practical case study - how the marketing principles of the morning can be applied to the business at Amerton.
2.00 pm Nigel Cope and Gary Johnson of Cottage Delight, a home grown Staffordshire success story, how they used marketing data and information to drive their business and why they have made the decision to supply independent retailers only; why we will not see their products on the supermarket shelves.
3.00pm Workshop to enable attendees to start to put together their own marketing strategy, with one to one advice from Peter available.
Cost: £15pp or £25 for two from same business (to cover lunch and refreshments)
