Masterclass by Tony Durham: The power of behavioral science in the service of successful businesses

Get Ready - Tony Durham is returning to Skopje on April 2, with a training session for sales and marketing professionals. Learn how to use consumer behavior to achieve outstanding business results. 

Get to know your customers better and make clear business decisions. Using principles from psychology, sociology, and economics, discover how to identify, understand, and apply cognitive strategies that can improve your sales and marketing.

ABOUT THE TRAINING

The training takes participants through key ideas in behavioral science and cognitive psychology that sales and marketing experts can apply in their daily work. Participants will view customer and consumer behavior from a different perspective, gaining new ideas and approaches that they can use for their brands.

Using the MINDSPACER model, the training will help participants understand how human thought patterns and learned behavior can be applied to improve sales and marketing results while also increasing customer satisfaction.

Messenger: We are heavily influenced by who communicates information

Incentives: Our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses.

Norms: We are strongly influenced by what others do.

Defaults: We go with the flow of a pre-set od options

Salience: Our attention is drawn to what is novel and seems relevant to us.

Priming: Our actions are often influenced by subconscious cues.

Affect: Our emotions can powerfully shape our actions

Commitments: We seek to be consistent with our public promises and behaviour.

Ego: We act in ways that make us feel better about ourselves.

Reciprocity: we feel compelled to return favours that are done for us.

The workshop is intended for:

• marketing professionals
• professionals in the field of shopper-marketing and trade-marketing
• sales experts

REGISTER!

• Tony Durham's LinkedIn Profile
• 35 years in management positions at Procter & Gamble
• The last decade of his career in this company marks his work in the position of director of SBD (Shopper Based Design) for the region of Europe, India, Africa and the Middle East.

ABOUT TONY DURHAM

Tony Durham is a globally recognized expert in consumer psychology and behavior. He began his career in 1982 at Procter & Gamble, where he gained 35 years of expert experience. During his tenure at P&G, Durham trained some of the world’s leading brand managers on how to transform their businesses to better understand consumer needs and increase profitability.

The last decade of his work at the company was marked by his role as Director of Shopper Based Design (SBD) for the Europe, India, Africa, and Middle East region.

The next big step in his career was developing the concept of regional First Moment of Truth (FMOT) centers, aimed at raising retail standards by gathering and applying best practices and relevant insights into consumer behavior. Over time, these centers evolved into spaces where companies could test the effectiveness of their ideas using physical installations and virtual reality. Today, they are present worldwide and serve as a key asset for many global companies.

In 2017, Durham founded his own consultancy, Tony Durham Consulting Limited, with the mission of helping companies develop strategies and increase revenue.

 

PRICE per participant: 299 € +18% VAT

Location: Hotel Panoramika, Skopje

The registration fee includes access to the lecture, a certificate, lunch, drinks, and coffee during breaks.

For registration, please email: meri@instore.mk; edukacija@instore.mk

Contact Person: Meri Katalinic - +389 71 262 441

* The presentation will be in English, with no translation.