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Dates & Times
Start Date/Time: Tuesday, September 16, 2008 at 8:00am
End Date/Time: Wednesday, September 17, 2008 at 5:00pm
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Venue/Location
Mission Bay Conference Center
1675 Owens Street
San Francisco, CA 94143
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $1,295 | $1,695 | |
Course Description
Length: Two-days
Effective and powerful brand promotions have become integral tools for many brands to create competitive advantages in the marketplace. This seminar provides a comprehensive understanding of the brand promotion development process, imparting practical knowledge on objective and strategy development and the planning and execution of product, service, and trade promotions. This seminar can help you make your brand promotion programs more effective.
At the end of this seminar, you will understand:
- How to utilize a strategic development process for brand promotion
- Effective promotion objective-setting techniques
- Analysis and selection of brand promotion strategy or strategies
- Promotion tactic alternatives and their pros and cons
- How the Internet is being used for brand promotion
- Promotion measurement/evaluation and its importance to brand learning
- Trade promotion structure and key terms
- Big ideas and their development processes
- Through group case study, how to create a full brand promotion and set-up for its evaluation
Who Should Attend
- Product/brand managers
- Assistant product and brand managers
- Strategic planners
- Marketing/advertising communication managers
- Senior professionals wishing to refresh their skills
Key Topics
- Overview of Promotion Marketing
- Planning Process- Objectives/ Strategies
- Promotion Tactics- Pros/Cons
- Promotions on the Internet
- Evaluating Promotions - Measuring Success
- Trade Promotion & Trade Marketing Intro
- Communications and Creative Guidelines
- Legal Issues
- Industry Examples
Instructor
This course is taught by Pierce Pelouze
Class Agenda
Each day will have a continental breakfast at 8:30 a.m., a mid-morning snack, lunch at 12:00 noon, and a mid-afternoon break. The course will finish each day at approximately 5:00 p.m.
Day 1 — 8:00am- 5:00pm
Registration & Continental Breakfast- 8: 00am- 8:30am
- Overview of Promotion Marketing
- Planning Process- Objectives/ Strategies
Break- 10:15am- 10:30am
- Strategic Planning Exercise
- Promotion Tactics- Pros/Cons
Lunch- 12:00pm- 1pm
- Promotion Tactics- Pros/Cons (cont.)
- Promotion Vehicles- Pros/Cons
Break- 3:00pm- 3:15pm
- Team Project- Part 1- Case Study Objectives/Strategies
- Team Project Presentations/Review
Day 2 — 8:00 am - 5:00 pm
Continental Breakfast- 8:00am- 8:30am
- Team Project- Part 2- Case Study Tactics
- Team Project Presentations/Review
Break- 10:15am- 10:30am
- Promotions on the Internet
- Promotion Evaluation- Measuring Success
Lunch- 12:00pm- 1:00pm
- Trade Promotion & Trade Marketing Intro
- Communications and Creative Guidelines
- Legal Issues
Break- 3:00pm- 3:15pm
- Big Ideas= Big Results- Industry Examples
Wrap-up-Adjourn
Class Instructors
H. Pierce Pelouze, III
President
HPP & Company Marketing Services
Pierce Pelouze is president of HPP III & Company Marketing Services Inc., a promotion and marketing consulting firm. Previously, he was vice president of promotion for the Campbell Soup Company, following 15 years of progressive responsibilities in brand management. Pelouze is actively involved with the Promotion Marketing Association, where he formerly served as chairman of the board and president, and has been on the executive committee for over ten years.
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