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Session
1
EFFECTIVE MARKETING STRATEGIES FOR RETAIL AND SERVICE
SUPPLY BUSINESSES
Starting at 3.45pm and 6.15pm
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Session
2
MERCHANDISING, PROMOTION AND DISPLAY TECHNIQUES
Starting
at 3.45pm and 6.15pm
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Session
3
CUSTOMER RELATIONS
Starting at 3.45pm and 6.15pm
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3.45pm
to 4.30pm
The Fifth P of Marketing - Personal Service
COLLY GRAHAM
According
to the Marketing text books, there are four
Ps in marketing - the Product,
the Price, how
we Promote our
product or service and how we Place
it in the marketplace. Yes, it's true but
only for the big guys such as Marks and Spencer
and Tesco. Small businesses have a fifth
P which the big guys haven't and that is
Personal service.
In this session, Collie will illustrate how we can
maximise this advantage...
4.40pm
to 5.30pm
Guerilla Marketing - Low cost and effective strategies
for small businesses
GERRY FALOONA
Small
local businesses simply cannot compete with the marketng
spend of the large multiples. In fact, a one day marketing
spend by Tesco in the UK is probably more than the
combined annual marketing spend of every retail business
from Agnes Street to Woodvale Park.
So to compete, the small guy mst use different tactics
and in this session, Gerry offers some practical advice
on getting the biggest bang from your marketing bucks.
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Moderator:
Clare Savage
3.45pm
to 4.30pm
Layout, Lighting and Location
GWEN PATTERSON
In
today's competitive retail environment, retailers
try to squeeze every last drop of profit out of their
operation. Large retailers understand how shop layout
and lighting can affect customer behaviour. Colour,
ambiance, music and even aromas can also be used to
generate business but the smaller, unaffiliated retailer
does not have the necessary expertise in this area.
Gwen's experience and knowledge of the use of these
techniques will help participants in this vital area.
4.40pm
to 5.30pm
Generating a return on valuable space - how the big
boys do it!
DONALD McFETRIDGE
Business
space is expensive and successful retailers have perfected
the art of maximising revenue. The large multiples
have been doing this very successfully for years but
the smaller independent and unaffilaiated retailer
continues to be at a disadvantage. Donald is a Lecturer
on this subject at the University of Ulster and in
this valuable session, he will identify how the tricks
of the trade can be scaled towork for the smaller
guy!
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Moderator:
Roslyn Small
3.45pm
to 4.30pm
Building a lasting relationship.....
GERRY FALOONA
In
this session, Gerry will examine in detail some useful
techniques which build repeat business, increase referrals
and enhance the reputation of a business.
4.40pm
to 5.30pm
Your staff ....... your greatest asset!
COLLY GRAHAM
Contented,
well motivated friendly staff is what every business
is looking for but these days, we cannot take any
aspect of customer relations for granted. This session
is all about ensuring that all our customers have
a good experience and if things turn out a wee bit
awkward, our staff will know how to handle matters...
|
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6.15pm
to 7.00pm
The Fifth P of Marketing - Personal Service
COLLY GRAHAM
According
to the Marketing text books, there are four
Ps in marketing - the Product,
the Price, how we
Promote our product
or service and how we Place
it in the marketplace. Yes, it's true but
only for the big guys such as Marks and Spencer
and Tesco. Small businesses have a fifth
P which the big guys haven't and that is
Personal service.
In this session, Collie will illustrate how we can maximise
this advantage...
7.10pm
to 8.00pmGuerilla Marketing - Low cost and effective
strategies for small businesses
GERRY FALOONA
Small
local businesses simply cannot compete with the marketng
spend of the large multiples. In fact, a one day marketing
spend by Tesco in the UK is probably more than the combined
annual marketing spend of every retail business from
Agnes Street to Woodvale Park.
So to compete, the small guy mst use different tactics
and in this session, Gerry offers some practical advice
on getting the biggest bang from your marketing bucks.
|
6.15pm
to 7.00pmLayout, Lighting and Location
GWEN PATTERSON
In
today's competitive retail environment, retailers try
to squeeze every last drop of profit out of their operation.
Large retailers understand how shop layout and lighting
can affect customer behaviour. Colour, ambiance, music
and even aromas can also be used to generate business
but the smaller, unaffiliated retailer does not have
the necessary expertise in this area.
Gwen's experience and knowledge of the use of these
techniques will help participants in this vital area.
7.10pm
to 8.00pm
Generating a return on valuable space - how the big
boys do it!
DONALD McFETRIDGE
Business
space is expensive and successful retailers have perfected
the art of maximising revenue. The large multiples have
been doing this very successfully for years but the
smaller independent and unaffilaiated retailer continues
to be at a disadvantage. Donald is a Lecturer on this
subject at the University of Ulster and in this valuable
session, he will identify how the tricks of the trade
can be scaled towork for the smaller guy!
|
6.15pm
to 7.00pm
Building a lasting relationship.....
GERRY FALOONA
In
this session, Gerry will examine in detail some useful
techniques which build repeat business, increase referrals
and enhance the reputation of a business. Remember,
everyone
7.10pm
to 8.00pm
Your staff ....... your greatest asset!
COLLY GRAHAM
Contented,
well motivated friendly staff is what every business
is looking for but these days, we cannot take any aspect
of customer relations for granted. This session is all
about ensuring that all our customers have a good experience
and if things turn out a wee bit awkward, our staff
will know how to handle matters...
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