EKSKLUZIVNA ENODNEVNA DELAVNICA (15. 2. 2024): Shopper Psychology and Claims development - predavatelj Tony Durham, eden vodilnih svetovnih strokovnjakov za FMCG industrijo

![](https://cdn.zefir.quest/mops/5-281/kekec.webp) **O predavatelju** **Tony Durham** je eden izmed svetovno najbolj priznanih strokovnjakov za psihologijo in vedenje strank. Rodil se je v Veliki Britaniji, s kariero pa je začel leta 1982 v podjetju Procter & Gamble, kjer je ostal kar 35 let. Med svojim tamkajšnjim delom je Durham nekatere izvršne direktorje vodilnih svetovnih blagovnih znamk poučeval o tem, kako lahko spremenijo svoje poslovanje, da bo le-to bolje odražalo potrebe strank in povečalo dobiček. Zadnje desetletje njegovega dela v tem podjetju je zaznamoval položaj direktorja SBD za področje Evrope, Indije, Afrike in Bližnjega vzhoda. Naslednji velik korak v njegovi karieri je bil razvoj koncepta regionalnih centrov “*First Moment of Truth* (FMOT)”, katerih namen je bil dvigniti standarde v trgovini z zbiranjem in uporabo najboljših praks in ustreznega znanja o vedenju strank. Sčasoma so ti centri postali kraj, kjer so lahko podjetja s fizičnimi “instalacijami” in virtualno resničnostjo preizkusila učinkovitost svojih idej. Danes so taki centri prisotni po vsem svetu in predstavljajo pomembno prednost za številna globalna podjetja. Ustvaril in vodil je koncept t. i. “storethought” klinik, ki je vodjem blagovnih znamk prek intenzivnih delavnic omogočil dostop do uveljavljenih svetovnih strokovnjakov. **Tony Durham Consulting Limited** Leta 2017 je ustanovil lastno svetovalno podjetje "Tony Durham Consulting Limited", z namenom pomagati podjetjem pri ustvarjanju strategij in povečanju prihodkov z uporabo znanja, ki ga je pridobil o psihologiji strank. To svetovalno podjetje ponuja storitve usposabljanja in poučevanja lastnikov podjetij in menedžerjev blagovnih znamk o psihologiji strank in vplivu dejavnikov, kot so: oblikovanje embalaže, pozicioniranje na policah in oglaševanje, na prodajo in potrošniško izkušnjo. **Komu je delavnica namenjena?** * direktorjem marketinga (CMO), * vodjem marketinga (*marketing manager*) * vodjem 'prodajnega" marketinga (t*rade marketing manager*) * upravljavcem blagovnih znamk (*brand manager, product manager*), * upravljavcem blagovnih skupin (*category managerjem*) na ravni dobaiteljev, a tudi trgovcev, * direktorjem naročnikov in projektnim vodjem v agencijah, * vsem tistim, ki jih zanima psihologija kupca znotraj FMCG področja in ki bi se radi naučili pravilnih trditev, ki pomagajo k boljši prepoznavnosti in prodaji izdelkov in/ali blagovnih znamk **CILJI DELAVNICE (v celoti poteka v angleškem jeziku)** ***The first part on shopper psychology: 4 hours would cover*** • shopper psychology which would cover how shoppers really make decisions. • This would cover how to attract attention in-store and online, how to deliver a reason to encourage a purchase and re-purchase and how to influence the decision to buy now. • This course is based on the same content as the course taught to P&G marketeers and now integrated into the core training of over 20 top FMCG companies • The course would cover a mixture of theories, exercises and discussion via a lot of real-life examples of how top brands and retailers have used this knowledge to drive sales and profit. • The course focuses on the practical application of knowledge so that participants can instantly start using the knowledge to build sales and profit. • At the end of the course people will leave with an understanding of the key principles they can use to win with shoppers and influence their behavior. ***The second part on claims development: 3 hours would cover*** • How to identify purchase barriers • How to develop claims • The 24 different types of claim • How to understand the legal risk of claims and how to test claims effectiveness? This would cover the theory and then use examples of claims used by current brands today to discuss which are effective and why. The participants will leave barriers, types of claims and how to develop effective claims. **Shopper psychology Training Course by Anthony Durham** The shopper’s attention is the hardest thing to attract in an environment which is overwhelming whether this is related to marketing material, packaging, POS or standing out in-store or online. To be successful it is necessary to understand how humans make choices of what to look at, what attracts their attention, what holds their attention, what triggers previously learnt brand associations and how to ensure you steal this attention from competitors. The training on shopper psychology will focus on Attention, Reason, Decision in order to give an overview of how to win with the shopper. This would include how understanding the lazy brain allows you to attract attention, how colour, shape, pictures, gaze-direction and colour contrast all impact whether you are seen or not. It will show how the brain ignores things that are consistent and the same and focuses on differences. It will cover how to frame and present information in a way that matches how shoppers process information, how to understand what prevents a shopper understanding why to buy you, and how to overcome these barriers by presenting information in the right way. It will also cover a variety of ways that you can encourage a shopper to decide to buy your brand now. Kratko brošuro o delavnici, ki bo **15\. februarja 2024**, lahko prevzamete [TUKAJ](https://instore.rs/sr/issue/1348/jednodnevna-radionica-tony-durham-brosura-informacije). **CENA** za udeleženca je **390,00 evrov** + DDV\*. \*Vključuje: * gradivo za delavnico * obroke: (zajtrk, kosilo in pijače med dodatnima odmoroma) * rezime/prezentacijo po koncu delavnice * brezplačno parkiranje **INFORMACIJE IN PRIJAVE:** **Aljoša Parotat**, [aljosa@b2bmedia.org,](mailto:aljosa@b2bmedia.org,) +386 68 622 638 Matej Oblak, [matej.oblak@instore.si,](mailto:matej.oblak@instore.si,) +386 41 707 957