08.09.2011 Investment and Promotional Effectiveness


Investment and promotional effectiveness (IGD UK)

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20.10.2011 What do retailers want from your supply chain

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Picture gallery:

promo workshop

Participants feedbacks:

Which part of the workshop did you find most useful?   
Simulation game
Promotional evaluation
Practical part
Promotion evaluation (effectiveness)
In fact each part gave me info or reminder which i should keep in mind for my running project
Everything was useful for me
The actual promo efectiveness calculation formula
Promotion Pre/Post Evaluation
Promotion strategy
All workshop...

All particpants received Graduate Certificates:

This workshop explores all aspects of trade investment, from performance related trade terms through to effective planning, implementation and evaluation of promotion spend. Through the use of an interactive business simulation model we reveal how trade investment can be optimised and the effect decisions can have on the P&L. By emphasising the importance of the right promotion mechanic to help businesses achieve company and category objectives, we will help delegates to recognise the opportunities and identify which will deliver the best results.

This workshop is aimed at everyone who has responsibility for managing and controlling any type of trade investment. The workshop will also be suitable for those people who wish to adopt a more rigorous approach when signing off trade initiatives as well as those who wish to be more effective at planning and implementing promotion activity.

Recent attendees include:

  • Account Manager
  • Business Development Manager
  • Category Manager
  • Customer Marketing Manager
  • Customer Development Manager
  • Sales Finance Manager
  • Marketing Manager
  • Sales Operations Manager
  • Sales Manager
  • Trade Marketing Manager


Delivery and venue details:

We know that people learn in different ways: by sight, sound and touch. This workshop is highly visual, interactive and practical. Group exercises and discussions are used throughout and we ensure that attendees ‘learn by doing’ so that you can apply your new knowledge and skills back in your business. Case studies and best practice examples are used throughout. You will also receive templates which can be customised to your business, which will help you develop your own insights as part of the decision making process.

Participants will receive a copy of the key training materials and a comprehensive glossary of category management, range and space related terms.

Special request: Please take the notebook (laptop) with you, since you will be provided with excel templates and case studies to work with during the training session! Please let us know if it is not possible?

Course programme:

The workshop starts at 8.45 am and finishes at 17.00pm

8:45 Registration and Coffee


  • How the current environment has an effect on trade investment
  • Factors which influence trade investment
  • The commercial pressures of increasing trade investment – breaking down the key elements of the P&L

10:30 - 10:45 First Coffee Break


  • Performance related trade term
  • Understanding each component of trade investments
  • Improving profitability
  • Having an effective trade investment strategy
  • Discretionary and non discretionary spend

12:15 - 13:00 Lunch break


  • Highlighting the key issues regarding promotion activity
  • Understanding what promotions can and cannot do
  • Principles for promotion effectiveness
  • Promotion planning and execution – be aware of the pitfalls
  • Evaluating promotion activity – what to include/exclude

14:30 - 14:30 Second Coffee Break


  • Cause & effect – what drives promotions and the impact on your business
  • Understanding what works best in order to drive category growth
  • Understanding customer and shopper requirements – not relying purely on history

17:00 Closure

About facilitator:

Ian Walters – Category and Commercial Development Manager

Ian joined IGD’s Business People and Development team in 2010.His role includes developing and delivering bespoke category and commercial workshops for IGD clients across Europe, as well as tutoring IGD Academy workshops on all aspects of Category Management. He brings with him extensive UK and European commercial experience.

Ian’s career began working in sales for Nestle UK, where he also worked as a brand manager before heading up the trade marketing team as part of the Grocery division. He then moved to Clairol as European Trade Marketing Controller, prior to taking up a European sales management role at Heinz. In addition to leading several customer and category initiatives, Ian has also been responsible for implementing a pan European trade terms structure across 10 markets, was a joint lead of a global project to optimise trade investment and developed a number of sales management best practices leading to improved customer relationships.

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