Managing Purchasing Behavior in a Slowing Economy
Event ended94% of the CEOs and CMOs we surveyed said the main feature this year was slowing growth or even declining sales. What awaits us in the near future: economic recovery or a new recession? How can marketers competently influence sales in the new environment? These and other issues will be in the focus of attention of the XIV TOP Marketing Business Forum, which will be held on November 26, 27 and 28 in Moscow
Today, more than ever, shareholders expect marketing to increase sales and increase profits. According to a Fournaise Marketing Group study, 73% of top managers don’t see how sales in their companies are related to marketing efforts. The trend has been a gradual reduction in marketing budgets and an increase in sales targets for marketing teams. Meanwhile, buyers have become more demanding, more active in communication through social networks and more resistant to marketing influences, tired of the huge flow of information from brands. According to the JWT agency, information overload, which has intensified in the last 2-3 years, will reach a critical point in the very near future.
However, over the past year, new approaches, tools and technologies have appeared that allow marketers to achieve better results than ever without spending significant resources.
At the Autumn Forum, you can learn from the marketing directors of the largest Russian and foreign companies how they use key marketing trends to achieve a leading position for their products in the market.
The main thing in the program of the XIV Forum:
· Shopping behavior. How can it be managed in the new information landscape?
· Marketing generating sales. How to build sales marketing and find metrics by which to evaluate the real contribution of marketing to the company's profitability?
· Consumer involvement. How to build truly engaging communication and achieve customer loyalty despite a glut of information and a weakening interest in brands?
· Big Data. How to collect customer data, choose the right ones and build an effective marketing strategy based on them in the conditions of a huge amount of available information?
· Social networks. How to use them more efficiently and accurately, so that they bring real benefits to the business, and how to evaluate this benefit?
· The process of developing and launching new products. How to research the market to understand which product is needed? How to build a startup process and coordinate all the functions of the company for a successful result?
· Personal marketing success. How to gain political influence and sell the results of your work to business leaders of the company?
Key features of the XIV Forum:
- For the first time! "Marketing career" - A session of express negotiations between marketers and HRs and marketing directors of leading companies in the Russian market. A unique opportunity to learn about working conditions in the main companies of the country in 2 hours!
- First! November 28th master class of the British Royal Marketing Institute (CIM) “Working insights. How to find ideas that lead to sales growth. " Participants receive Certified by The Chartered Institute of Marketing (CIM). Conducted by an expert with 20 years of experience in marketing, a teacher at CIM Cesar Lastra
- Extremely rich program: 3 of the day 25 by 100 cases of successful marketing directly from their creators. Only practical recommendations, working technologies, lack of “water” and self-promotion.
- European standards. The Forum program is compiled in accordance with the course "Learning & Development" Royal Institute of Marketing of Great Britain (CIM) and reflects all the core competencies of the Marketing manager: Strategy and Planning, Insight and Innovations, Branding, Product Management, Marketing Communications, Digital Marketing, Metrics and more.
- Unique composition of speakers! All leaders on one platform: 80+ speakers!
Business Forums "TOP Marketing"
1. SPEAKERS: Unique composition
Only highly professional top marketing managers of the leading and most dynamically growing companies are carefully selected and invited to perform. This means - only real cases, proven practice of the procedure, the lack of self-promotion.
2. PROGRAM: Relevance and Integrity
The program is specially developed for each Forum together with members of the Expert Council and reflects the current key trends of the Russian market. Each meeting is dedicated to a specific marketing tool: communication (Promotion), products (Product), distribution (Place), etc., as well as the features of its use in the current environment. As a result, delegates get a rare opportunity for everything in three days to get acquainted with successful management cases throughout the entire marketing mix!
3. SPEECHES: Case Orientation
We ask each speaker that his presentation be based on current casescontaining examples and conclusions useful to marketers. The program is scheduled for special meetings on the features of marketing management in the markets of FMCG, "Financial Services", Retail, "IT and Telecom", Industry.
4. COMMUNICATION: Special formats for business dating
Signature dating session TOP-MM Networking® during the drink-party on April 10, special opportunities for communication between delegates before the Forum, personal "negotiation organizers", the Forum messenger, a full list of participants' contacts and many others. other.
5. BUSINESS PARTNERS: Search, negotiations, conclusion of transactions
A good opportunity for advertising and other agencies to present to the Forum participants their products and services, meet potential customers, and conduct business negotiations.
Expert Council of the TOP-MM Business Forum:
Denis Sherstennikov (“Baltika”), Regina Kuzmina (unilever), Hamid Kostoev (Accenture), Mikhail Safran (Expert), Natalia Vasina (Wim-Bill-Dann) Victor Pogodin ("Bank of Moscow"), Andrey Rukavishnikov (Expert).
Strategic partner: Russian Marketing Association
Each delegate is provided with a "Certificate of Participation", certified by the Russian Marketing Association.
TOP Marketing Forum - an event that should not be missed by a marketer!
We are ready for active development in the Russian market
Friedrich Naumann, CEO of the Tamaris brand, told Shoes Report about the company’s ambitious plans, business development in Russia and expansion of the retail network, and also shared details about new collections and launches.
“Discount for repairs” of clothes and shoes in France supported workshops
The French have calculated the benefits of a program that encourages consumers to repair clothes and shoes by providing discounts on these services in certified workshops. The “repair discount” program began operating in France in November last year. Over the six months of operation of this program, the number of calls to repair shops in France increased 10 times and amounted to 250 repairs. The French saved 000 million euros, writes leparisien.fr.
Coach turned to Big Data analysis and won the interest of a young audience
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IDOL updates the concept
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Why is it so important to work with customer reviews, analyze them and use them in your work?
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Louis Vuitton opens a new factory in Italy
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The Euro Shoes@CAF exhibition will be held in Almaty
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VAGA SHOES is a new participant in the Euro Shoes premiere collection
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Euro Shoes will start operating on February 19 in Moscow!
The winter session of the international exhibition of footwear and accessories Euro Shoes premiere collection will be held in Moscow at the Expocenter from February 19 to 22. The organizers promise the presence of all the main participants at the exhibition, as well as new names from Europe, Asia and Russia.
American buyers couldn't buy Birkin bags and sued Hermès
French fashion house Hermès is facing a lawsuit in California from two customers who were unable to purchase exclusive Birkin bags. The fashion house is accused of unfair commercial practices.
John Galliano and Christian Louboutin created the Tabi collection for Maison Margiela
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Why Rendez-Vous and Yandex Lavka released a “bread bag”
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Camper has released innovative sneakers - designers
Spanish brand Camper's new Roku sneaker features six interchangeable components to create up to 64 different looks and color combinations. Roku means "six" in Japanese.
Christian Louboutin presented a collection in a cowboy style
At the Loubi Show in Paris, the French luxury brand Christian Louboutin presented its fall 2024 collection, following the trend - in the style of the Wild West. It included cowboy boots and rhinestone loafers.
Fashion Week takes place in Moscow
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Fashion trends Fall-Winter 2023/24 for commercial footwear purchases
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MSCHF and Crocs launch "Big Yellow Boots"
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Five rules of professional lighting for a shoe store - something that is relevant in any season
When developing a lighting concept for shoe retailers, it is important to take into account not only the history of the brand, the architectural content of the premises, the target audience of the stores, but also the seasonality of the goods. With the onset of the cold season, client preferences change: bright weightless shoes are replaced by more massive models in discreet dark colors. Despite significant differences in summer and winter collections, the overall philosophy of the brand, its recognition should remain unchanged at any time of the year. Tatyana Ryzhova, an SR lighting expert in fashion retail, has identified five basic rules for a competent lighting concept for a shoe store for readers of the magazine, which will help to present winter assortment to customers in a winning way.
Bertsy: what to look for when choosing a model
Bertsy and tactical boots are becoming more and more relevant footwear, and not only because of the start of the hunting season. In Russia, there are several dozen enterprises producing this type of footwear. Oleg Tereshin, Deputy Chief Technologist of ZENDEN, told Shoes Report about the differences and features of ankle boots and what you should pay attention to when buying them in specialized retail and online.
I doubt and object: how to find an approach to difficult clients?
How good and serene would be the work of a salesperson if the customers were calm, cheerful, always knew exactly what they wanted, and bought, bought, bought! It is a pity that this is possible only in dreams. Therefore, we will not dream, but we will act. Together with Maria Gerasimenko, a permanent author of SR, we understand the doubts and objections of buyers and build a strategy for working with them. Our expert pays special attention to the two main objections of buyers, on which 82% of sales are lost.
EURO SHOES presents an updated section of the GLOBAL SHOES exhibition with collections of shoe and bag brands from Asian countries
EURO SHOES premiere collection is expanding. Along with the traditional pool of leading European footwear brands from Germany, Spain, Italy and Turkey, several dozen footwear and bag brands from the Middle Kingdom will be presented in the GLOBAL SHOES section at the Moscow Expocentre from August 29 to September 1.
Two prominent Russian fashion designers Vyacheslav Zaitsev and Valentin Yudashkin passed away
One after another, two days apart, Vyacheslav Zaitsev and Valentin Yudashkin, outstanding fashion designers, whose work for the whole world was a kind of hallmark of fashionable Russia, left this world.
World Footwear Yearbook: Global footwear production reaches 23,9 billion pairs and is back to pre-pandemic levels
The Portuguese association of shoe manufacturers APICCAPS published the 13th edition of the international statistical bulletin World Footwear Yearbook for 2023, according to which in 2022 the production and export of shoes worldwide increased by 7,6% and 9%, respectively, and the world production of shoes reached 23,9 billion couples and returned to pre-pandemic levels.
Rostov footwear brand Novak presented a collection of sneakers and sneakers
In the spring-summer 2023 season, the Rostov-on-Don shoe brand Novak presented a cute collection of sneakers and sneakers for every day. The upper of the shoe is made of genuine leather, suede, nubuck, the sole is made of light EVA.
How to create selling visual content for online based on the identified unique selling proposition?
What is a USP (unique selling proposition) and what is it for? Why is the USP creation service in great demand among fashion retailers today? How to create a working USP? Answers questions and provides step-by-step guidance on how to define your unique selling proposition and work with it to increase online sales, Tatyana Vasilyeva, an SR expert in the promotion and development of fashion brands.
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
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