Trade marketing, my love
Sence and Sensibility

SENSE AND SENSIBILITY– in trade marketing: 18 February 2016!

Dear colleague,

We have known for a while that the majority of shopper decisions are made in the subconscious of the mind. This may be hard to believe in some cases and often we don’t believe it is true for us as well, still, this is the case.

What can trade marketing managers do with this piece of information? What can they do if they are unable to influence shoppers’ rationalistic thinking? Which is the moment and which are those opportunities that can help to grab consumers’ attention?

If the majority of shopper decisions are subconscious, what tools are available to affect shoppers? What are the things that don’t work? Which tools or strategies are just a waste of money?

We have invited the representatives of major brands and retail chainsthat are able to influence shoppers’ emotions consciously and by this they don’t simply win consumers’ sympathy, but also make them open their wallets.

We will ask a psychologist and international in-store marketing experts about how to increase sales with the help of emotions and what we need to know about the positive and negative emotions of shoppers.

Once again, Trade Marketing Club and POPAI’s joint ‘I love trade marketing’ conference will bring you presentations and knowledge that can be useful in your daily point of sale marketing and sales work. 

5 reasons to choose the Trade Marketing Conference if you also have other programmes to attend that day:
– you will learn things you can use in your work already the next day
– speakers will come from retail chains and the biggest multinational companies
– you will hear about the latest international trends and best practices
– you can do a bit of networking, discuss joint promotion campaigns or challenges both of you need to face
– presentation at the Trade Marketing Conference are always memorable

The date of the conference: 18 February 2016, 9.00 – 16.30
Location: Budapest Chamber of Commerce and Industry (BKIK), conference room (BKIK 1016 Budapest, Krisztina Krt. 99., parking is easiest in Gellérthegy Street, which runs parallel to Krisztina Krt.)

8.30-9.00 Arrival and registration 9.00-9.30 Measurable emotions? Kateryna Edelshtein – managing director and Krisztián Németh, analytics leader, Nielsen
9.30-10.00 „Caviar and cocain” Leo van de Polder – education manager, Popai Global
10.00-10.30 Experience the miracle! Györgyi Gyovai – country business manager, Nespresso
10.30-11.00 Coffee break
11.00-11.30 Neuromarketing: Emotions can be measured and planned Júlia Csenge Halmos, customer relations manager, Synetiq Neuromarketing Research
11.30-12.00 Shopper neurosis Dr Kitti Almási – psychologist
12.00-13.30 Lunch
13.30-14.00 What are emotions like when one’s IQ is above the average? Bibiána Balanyi – president, Mensa International
14.00-14.30 ‘Words are windows or walls’ Judit Iglódi-Csató – vice president, National Trade Association
14.30-15.00 Coffee break
15.00-15.30 I know what you want! Anita Varga – marketing manager, Rossmann
15.30-16.00 How much is a lovebrand worth? Márta Pálfalvi – PR and marketing director, Heineken
16.00-16.30 Sense and sensibility are needed also if one wants to stand at the top of the podium Tamás Csongovai – purchasing director, Co-op Hungary
16.30-17.30 ‘Trade Marketing Manager of the Year in 2015’ and ‘Trade Marketing Team of the Year in 2015’ award ceremony

As part of the conference we are going to present Trade Marketing Manager of the Year and Trade Marketing Team of the Year awards as well! Fortunately it isn’t too late to enter the competition, as the registration deadline is 20 January 2016.

You can register to participate in the conference by clicking here or by filling out the registration form attached and sending it via e-mail to  eniko@instoreteam.hu – the deadline is 14 February 2016.

You might want to consider becoming a Trade Marketing Club member (you find detailed information attached)  because club members are entitled to participate in the conference at a reduced fee, plus they can enjoy the benefits of being present at club meetings, presentations and networking events. You can apply for Trade Marketing Club membership online by clicking here.

We are looking forward to hearing from you.
Best regards,
Ágnes Csiby, Zsuzsanna Hermann, Ildikó Kátai
the organisers of the Trade Marketing Conference