Core Knowledge
Discounting & Brand Identity
Five-Step Total Marketing Process
Organize for Shopper Marketing

Become a shopper marketing expert!

Shift your focus to the shopper and kick your marketing into high gear, here and now.

These courses will help you draw relevant conclusions about the history of manufacturing.  You will learn about the three major changes we’ve seen over the past few decades and how these changes have established that “the age of the shopper” is now.   This course will define and unpack the essence of shopper marketing, as well as debunk common shopper marketing myths

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CORE Courses 1-8

Who Should take these courses: Marketing and sales professionals in the consumer goods or retail industry and interested in understanding the power shift from manufacturer to shopper, and how they should adjust their marketing efforts accordingly.

01: The History of Manufacturing
1 hour, 15 mins

What you will learn: This course will help you draw relevant conclusions about the history of manufacturing.

The consumer goods industry finds itself in a crisis, despite representing nearly a fifth of the world’s GDP. This course journeys through the history of manufacturing in order to provide context for the current global state of manufacturing.

02: The Age of the Shopper
2 hours

What you will learn: You will learn about the three major changes we’ve seen over the past few decades and how these changes have established that “the age of the shopper” is now

We are in the midst of a revolution in the way consumers and shoppers interact with the products they buy. Shoppers have found themselves in the driver’s seat, leaving manufacturers and marketers in the dust. Gaining insight into the situation, we look at three dramatic changes that shifted the power from the manufacturer to the shopper.

03: The $200 Billion Crime
1 hours

What you will learn: How to calculate the percentage of promotional investment that loses money, and how to change existing rules of consumer goods marketing.

Outdated marketing strategies are causing companies to spend (and essentially waste) billions of dollars on promotions every year – without seeing desired results. In fact, they have never been less effective. This course will unpack the reason why the consumer goods industry is edging closer and closer to bankruptcy, and the change that should take place to ensure a more profitable future

04: What Is Shopper Marketing?
1 hour, 20 minutes

What you will learn: This course will define and unpack the essence of shopper marketing, as well as debunk common shopper marketing myths.

Successful companies who are rapidly growing their profits and market share in today’s challenging economy, all have one thing in common: they have reinvented their business model and they understand the importance of shopper marketing. The recipe for success is moving away from traditional marketing methodologies and realising that there are in fact three customers that manufacturers should engage with: retailers, consumers and shoppers. If you would like to sharpen your understanding of this revolutionary approach, this course is for you!

05: Three Different Customers
1 hour

What you will learn: How to redefine the consumer goods business model from the perspective of three different customers.

In this course we look at redefining the consumer goods business model from the perspective of three different customers: 1) the consumer who uses the product, 2) the shopper who purchases the product, 3) and the retail customer who buys it for resale. Ultimately, the secret to success is implementing a marketing strategy that targets each of these three customers and changes their respective behaviour. This course aims to show you how to redefine your business model in order to do just that.

06: The Five Step Process
2 hours, 20 minutes

What you will learn: You will gain comprehensive insight into the five step process of the Total Marketing Model.

Mid to senior management level will especially benefit from this course. Grouping business processes into manageable steps is key to motivating individuals and teams to work effectively towards a specific outcome. This course unpacks the powerful Five Step Total Marketing Process and shows you how to apply it to your product.

07: An Example of the Five-Step Process
40 minutes

What you will learn: How to use the five steps to increase sales in unexpected and systematic ways.

Mid to senior management level will especially benefit from this course. The course takes an in-depth look at how corporate giant Sony implemented the five step process. If you have not done the course “The Five Step Process” – it is recommended you take that first.

08: Implications of the Five-Step Process
1 hour

What you will learn: The implications and impact that the five step process will have on your company.

Mid to senior management level will especially benefit from this course. Following a close look at Sony’s successful implementation of the five step process, we continue to look at more examples – as well as unpack the implications of this process and the impact it will have on a company. If you have not done the course “The Five Step Process” – it is recommended you take that first.

This course bundle covers how and why discounting does not create the desired behavior in shoppers, or drive profitable brand growth.  You will learn what it costs for a retailer to sell discounted goods.  This bundle will empower you to use discounting effectively, in order to add real value to the brand and benefit both manufacturer and retailer.  Start taking advantage of the social learning program to boost your comprehension!

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INTERMEDIATE Courses

09: The True Cost of Discounting for the Brand
1 hours, 10minutes

What you will learn: How and why discounting does not create the desired behavior in shoppers, or drive profitable brand growth.

Those with a special interest in costing and profit margins will especially benefit from this course. Many marketers are under the misconception that discounting their products will lead to increased sales and positive brand growth. The true impact however, is not only detrimental to a company’s profit margin, but may lessen a brand’s value in the eyes of the shopper. Manufacturers in effect, train shoppers to only buy on sale – creating an unsustainable bargain hunting culture.  This course provides an in-depth look at the true cost and long-term effects of discounting to the brand.

10: The True Cost of Discounting for the Retailer
1 hours, 10minutes

What you will learn: What it costs for a retailer to sell discounted goods.

Those with a special interest in costing and profit margins will especially benefit from this course. Although retailers often benefit financially from a promotion – while the manufacturer carries the cost – it is important to understand that there are actually hidden costs for the retailer to absorb too.

11: The Value in Discounting
2 hours, 10minutes

What you will learn: How to use discounting effectively, in order to add real value to the brand and benefit both manufacturer and retailer.

Those with a special interest in costing and profit margins will especially benefit from this course. Good news: promotions aren’t only bad! When used correctly and at the correct time, they can add true value to a brand. Join us as we look at three cases in which a promotion can add value:

  1. when the product on promotion is substitutional,
  2. if a promotion causes an increase in consumption,
  3. or if successfully lures shoppers from a competitor’s brand.

This course bundle covers how to distinguish the difference between the needs of the consumer and the shopper, and effectively engage with these two entities as well as how to drive and identify consumption opportunities. This course bundle is being added to daily.

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EXPERT

12: Consumer vs. Shopper Needs
1 hour

What you will learn: How to distinguish the difference between the needs of the consumer and the shopper, and effectively engage with these two entities.

Those with a special interest in shopper marketing will particularly benefit from this course.  As we’ve established, the consumer and the shopper are two distinct entities. For this reason, shopper marketing can’t only be about shoppers; it also needs to speak to the consumers. This course looks at the significant difference between consumer marketing and shopper marketing, and unpack how marketers can effectively use these two strategies in partnership.

13: Consumption Opportunities
2 hours, 30minutes

What you will learn: How to drive and identify consumption opportunities.

Those with a special interest in shopper marketing will particularly benefit from this course.  Marketers can no longer afford to only focus on sales. Consumption is the real deal breaker. And the reason being, is that the only way sales are sustained is through a parallel increase in consumption. The more efficiently a company can drive consumption, the greater the return on effort and investment will be. In this course, we look at ways to drive consumption, as well as the key elements that describe a consumption opportunity.

The full course bundle will help you understand why the industry needs to change.  You will gain pragmatic advice and proven techniques to revolutionize your consumer goods business through the study the of Five Step Total Marketing Model – created by Toby and Mike.

Full Description

EXPERT

The lessons will empower you to adapt strategies and resources to respond effectively to new shopping behaviors and environments as well as know the fundamental principles that brands must embrace to survive in these challenging times.

12: Consumer vs. Shopper Needs
1 hour

What you will learn: How to distinguish the difference between the needs of the consumer and the shopper, and effectively engage with these two entities.

Those with a special interest in shopper marketing will particularly benefit from this course.  As we’ve established, the consumer and the shopper are two distinct entities. For this reason, shopper marketing can’t only be about shoppers; it also needs to speak to the consumers. This course looks at the significant difference between consumer marketing and shopper marketing, and unpack how marketers can effectively use these two strategies in partnership.

13: Consumption Opportunities
2 hours, 30minutes

What you will learn: How to drive and identify consumption opportunities.

Those with a special interest in shopper marketing will particularly benefit from this course.  Marketers can no longer afford to only focus on sales. Consumption is the real deal breaker. And the reason being, is that the only way sales are sustained is through a parallel increase in consumption. The more efficiently a company can drive consumption, the greater the return on effort and investment will be. In this course, we look at ways to drive consumption, as well as the key elements that describe a consumption opportunity.

Sign up for a demo to learn more about how it works.