I was pleasantly surprised to receive the invitation to this event specialising in the agri-food sector, as it is a sector to which, apart from a few occasional collaborations, I have not been involved for about 4 or 5 years.
According to the press release issued by the event organizers , the world's leading marketing experts will participate in the Forum organized by the Department of Agriculture and Livestock of the Regional Government of Castile and Leon and which will be held within the framework of the Alimentaria Castilla y Leon fair next March. These experts include marketing, innovation, brand strategy, distribution, sales analysis and specific cases of brands such as Wal-Mart and Tesco, as reflected in the event's program .
“New strategies for action in the market” is the theme of this Agri-Food Marketing Forum that will take place on March 16, 17 and 18 in the auditorium of the Valladolid Fair.
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Don Peppers , creator of the concept of “one-to-one marketing,” will give the first presentation, in which he will talk about “The power of a customer-focused strategy when it comes to innovation.” Peppers is the author of numerous publications on marketing and founder of one of the most recognized consulting firms in this field.
On the 16th, William Ury , a specialist in management and conflict resolution, will also speak. “Winning strategies: how to harness the power of no to achieve yes.” Ury is co-founder and director of the Negotiation Program at Harvard Law School.
The March 17 program begins with a talk by Paco Underhill on “The new consumer behavior: why they buy and how to make them buy more.” Underhill is the leading authority on “the art of buying,” an expert in analyzing consumer behavior.
Peter Sealey will speak on “Strategies for Building Strong Brands.” Sealey has been vice president of global marketing for Coca-Cola and president of marketing and distribution for Columbia Pictures.
The Agri-Food Marketing Forum will conclude with the analysis of two specific cases: Wal-Mart and Tesco, presented by Michael Bergdahl and David Reid , respectively. The first of them will analyze in his conference “How to grow your business the way of Sam Walton and Wal-Mart” and will offer “advice from the wholesale giant”, as well as “the tactics of the richest man in the world” and “Sam Walton’s ten rules to compete and prosper with your business”. German Pineiro's Blog
Finally, David Reid, non-executive chairman of Tesco, director of Reed Elsevier Group and chairman of Kwik-Fit Group, will speak on “Retail strategies” based on Tesco’s experience with issues such as “accessing all market segments, how to expand without losing the essence of the group or how to provide customers with a satisfactory shopping experience”.
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The Department of Agriculture and Livestock of the Regional Government of Castile and Leon has organised this Marketing Forum with the aim of offering participants opinions from highly prestigious experts that will allow them to “guide their action strategies in the difficult moment that the market is going through”, as well as the possibility of contacting professionals with very different profiles and backgrounds.
As I said, if you have the opportunity to attend… Don't miss it, it's a unique opportunity to share a master session with Don Peppers or William Ury among others.
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CategoriesCurrent Events , Business Management , Gurus and Thinkers , Marketing
BWe could define Guerrilla Marketing as a set of unconventional commercial or communication techniques that consist of obtaining the maximum results or visibility with the minimum investment. Guerrilla Marketing is part of many market strategies to stage actions that are aimed at quickly obtaining results for the company.
Guerrilla Marketing takes advantage of the need for innovation in communication in the media and target audiences, as well as their acceptance in order to promote ideas, brands or products. Guerrilla Marketing injects viral concepts into different systems (real or virtual) that self-multiply in the minds of consumers, with the latter acting as a fully active participant.
It has several characteristics and it is necessary to know them in order not to waste time and money when deploying our strategy. Firstly, it must be effective and executed with the right timing. Large companies can sometimes afford to make mistakes, but this possibility must be reduced to a minimum in small and medium-sized companies.
The need to develop effective Marketing and Sales policies in companies with few resources and low budgets becomes a critical factor when it comes to ensuring the survival of the project in times of crisis such as the one we are currently experiencing. Therefore, the company must first analyze the main risks.
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that commercial departments face, in both their marketing and sales roles, wh best practices for using the contact data en resources are scarce and see how to avoid falling into the trap of “organizational anorexia.”
The effectiveness of Guerrilla Marketing is not only the direct ROI of the action, since there will never be more than several thousand ad-hoc people reachable, but let us think about the link rate of the information in terms of news generation if the action carried out is good and the value of free space in large media. That is why a clearly defined procedure is necessary that allows us to evaluate the global impact of our campaign on all the
senses (Commercial, image, profitability, etc.).
Beyond being a powerful marketing tool, the concept of Guerrilla can transcend the field of marketing and rise to the category of competitive strategy in times of crisis. This is the case of those companies that decide to take advantage of their flexibility and small size to compete with the big players based on a positioning that leads them to concentrate their efforts on aggressive, punctual attacks with subsequent withdrawals that
provide them with great notoriety in their local or focal markets.
"The enemy must not know where I propose to fight the battle, for if he does not, he must be prepared at many different points. And if he remains prepared at many points, the number of troops I can find at any one point will be small," said Sun Tzu in The Art of War .
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