Mail & Guardian Return of Marketing Investment (ROMI) workshop

Tue Mar 6, 08:30 - Tue Mar 6, 16:00
Glenhove Conference Centre
Hard times ahead for your business! How do you now justify and optimise your marketing spend?

Marketers need to understand the financial impact of their marketing, sales and go-to-market channel plans. Reliable and objective Return on Marketing Investment (ROMI) and metrics must be built into a marketing strategy to optimise the marketing spend over the short and long term.

You don't want to miss this. Limited seats available. For more information, email [email protected]
Key focus areas covered:
  • Financial Metrics vs. Marketing Metrics: Two case studies
  • Why we measure: Costing out alternatives marketing spends (i.e. increase return or decrease investment). Case study.
  • What we measure: Brand Asset: Brand Value, Psychological Value & Customer Asset: Satisfaction, Loyalty, Behaviour 
  • How we measure actual and expected outcomes: Intermediate outcomes and Final Outcomes (Sales, GP%, profit, ROI, Reduce uncertainty of cash flow, Enhance cash flow, Customer retention)
  • Challenges: Validity of data, politics in your organisation
  • The ROMI debate: Art and Science 
  • Mastering advertising, promotions, events, and market communication techniques to ensure ROI for your com
VP, Directors, Division Heads, Senior Managers and other senior executives from across industries:
  • Marketing and Sales
  • Brand Management/Communication
  • Strategic Marketing
  • Direct Marketing
  • Interactive Marketing
  • Product Management
  • Channel Management
  • Event Marketing
  • Advertising
  • Brand Communications
  • Database Marketing
  • Crisis Communications/Crisis Management
  • Market Research department
Ian Rheeder, Chartered Marketer (SA), MSc. Leadership of Innovation

Qualifications: Ian Rheeder trains and consults in the business, marketing & leadership space (i.e. persuasion sciences). He is a Chartered Marketer (CM), the highest professional marketing qualification in Europe & Africa. He also holds an MSc in The Leadership of Innovation (cum laude thesis on The Neuroscience of Leadership, The Da Vinci Institute). Ian is a registered training Assessor with Services SETA South Africa, who is registered to facilitate almost all their Marketing, Sales and Leadership programmes. He is currently completing his PhD in The Neuroscience of Workplace Design.

Brief profile: Ian is currently a strategic business consultant and facilitator. Prior to starting Markitects Consulting in 2005, his last big corporate position was Marketing & Sales Director of the global zipper giant, YKK. Ian’s competitive advantage is his depth of experience in both the marketing and leadership functions (so often it's leadership, not marketing that needs to be improved). He considers it a privilege to do exactly what he wants to do, which is share this knowledge and experience.

Benefits of using Ian Rheeder: Ian's core purpose is to make companies more profitable. He does this by using the most relevant consulting business models to best analyse their situation, and thus offers the best market-driven solutions for your profit creation. This competency is also reflected in the most relevant, up-to-date training programmes, offering unique synergistic leadership in consulting, training and your conference keynote addresses (hundreds of references available on request). Ian uses the latest neuroscience studies to bolter his marketing, sales and leadership programmes.

Companies that have benefited from Ian’s expertise include: BP, Sasol, Engen, Pfizer, Novo Nordisk, British American Tobacco, Goldman Sachs, Reckitt Benckiser, Sara Lee, Unilever, Johnson & Johnson, Coca-Cola, Citibank, Nissan, Mercedes, BMW & Anheuser-Busch InBev.
The module adopts a participant-centric approach. It is with this intent that the pedagogy will leverage the collective corporate experience and intellect of the participants to enrich learning. The cases have been carefully balanced to cover the breadth of the field, facilitate in-depth discussions and class-wide participation. The case conversations are enhanced by participants’ bringing their own challenges in marketing for in-depth discussion in the class. 


Mail & Guardian Return of Marketing Investment (ROMI) workshop
Glenhove Conference Centre
52 Glenhove Rd, Johannesburg, 2196, South Africa
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