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Printable Handouts
Navigable Slide Index
- Introduction
- Based on the books
- A trilogy of talks
- Marketing and sales: the basics
- Ingredients for marketing success
- Start with the customer
- What is the 'engram'?
- How do we find an engram?
- Engram for Tesco - the cutomer view
- Brandgrams
- Brandgram for Marmite
- What triggers the 'tipping point'?
- Feeding the subconscious
- Communication and learning (1)
- Communication and learning (2)
- Communication and learning (3)
- Communication and learning: problems
- Business and marketing
- Marketing tools (1)
- Marketing tools (2)
- Where should you focus?
- Communicating along the shopper journey
- Structuring the business (1)
- Structuring the business (2)
- Structuring the business (3)
- Implementing changes pragmatically
- Thank you
This material is restricted to subscribers.
Topics Covered
- Shoppernomics
- Promotional marketing
- Retailing
- Customer perspective
- Triggers
- Engram
- Tesco
- Tipping point
- Subconscious communication
- Core market
- Early adopters
- Social media
- Local knowledge
- Shopper behaviour
Talk Citation
Mullin, R. (2019, April 30). Shoppernomics: understanding the structure for marketing communications [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/RJVO4180.Export Citation (RIS)
Publication History
Transcript
Please wait while the transcript is being prepared...
0:00
Hello there I'm Roddy Mullin.
My aim is to share with you
more than 30 years experience as a consultant majoring in marketing.
Going into companies of all sizes,
professional firms, that is doctors, accountants,
and engineers and government organizations,
such as the National Audit Office and building research establishment and not only in the UK.
I worked in India too for clients.
My consultant aim has always been to make people make money.
I practice both as a chartered marketer and as a chartered engineer.
This helps manufacturers because I can advise on
product design and manufacturing processes.
0:39
My books are the core text of university courses and international diplomas.
Sadly I get no money from them.
I featured on USA,
West Coast Business Book programs and the books have been translated into Russian,
Chinese, Korean, Polish, Portuguese for the Brazilian market.
I have been an examiner for diplomas not only in UK but also for Australian students.
I've seen my case studies copied in Vietnam hotels.
So I hope you are persuaded to spend some time with me.
1:12
I've split my talk material into three.
Each stand alone but also for greater understanding,
providing the necessary underpinning of each talk.
This talk covers what recent researchers discovered about
the shopper buyer and the marketing communications they need to persuade them to buy.
We have identified six separate types of
communications from six sources along the journey to purchase.
Few firms really do this, nor are structured to find out
what the shopper buyer needs and communication needs are.
So we cover this here.
Of course, all this depends on a real knowledge of how to communicate,
and we sandwiched that in for you too.
The second talk describes how to carry out promotional marketing.
The third talk covers communication at the coal face with the
customer at the point of sale that is online or in the retail sales.
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