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Business program of «Gardentool2013»

Programme of the International Specilaized Exhibition GARDENTOOL’2013
11–14 March 2013

Monday, March 11, 2013
12.00–13.30 Seminar on «Principals of integrated assortment building in a retail store»
Organizer: ProfiTool
Presenter: Yuriy Shklyarevskiy, Brand Manager of «Optimist» wholesale company
13.40–15.10 Seminar on «How a small retail store can compete with big retailers and hypermarkets»
Organizer: ProfiTool
Presenter: Dmitry Somov, head of www. ProfiToolInfo.ru information portal
15.30–16.30 Seminar on «Strategic planning of advertising activities in the Internet»
Organizer: Tekart Marketing Group
Seminar programme:
1. Setting advertising goals: sales, image or both?
2. Selling advertising
    • The most efficient tools of selling advertising
    • Definition of efficiency vs. message cost
    • Tools and techniques for words selection in contextual advertising in respect of different factors (subject, frequency, conversion), advices and recommendations, examples
    • Forecast of budget, clicks, and reference calls of contextual advertising, main tools and practical advices
    • Cases: media plans examples and the results estimation
3. Image advertising
    • Overview of image advertising tools
    • Typical tasks and the most efficient tools, application peculiarities, advantages and disadvantages
    • Results forecast
    • Basic techniques of media plan preparation, examples
    • Comparative evaluation of advertisement efficiency of different resources: how to test the advertising space in order not to waste money for nice promises
4. Planning and implementation of integrated campaigns
Tuesday, March 12, 2013
11.00–13.00 Seminar on «Wholesaling: 7 ways to increase sales»
Organizer: Mokselle Group
Seminar programme:
Basic principals
    • Sales funnel
    • Marketing as an investment
    • Marketing triangle
    • Classic model of wholesale business
7 ways
    • Scripts. Voice modules introduction
    • Working with clients database
    • Viral marketing. Start-up of recommendations.
    • Info-marketing
    • Exhibitions, seminars, conferences
    • Marketing kit
    • Email marketing
13.00–14.00 Seminar on «Retailing 2.0 — scheme of sales doubling»
Organizer: Mokselle Group
Seminar programme:
    • 3 quick ways to increase sales
    • Why do we need statistics?
    • Sales funnel. How to apply?
    • Product matrix as a tool to increase sales
    • What staff do you need?
    • How to rise through the ranks from 1 store to 100 stores?
    • Why do we need a clients database?
    • Clients loyalty: myths and results
    • Clients forever
    • Quick money in the Internet for retailing
14.30–15.30 Seminar on «Development trends of gardening tool market in Russia»
Organizer: PROTEGE Group
Seminar programme:
    • Overview of the international gardening tools market and its main segments
    • Consumer demand for gardening products
    • Purchasing channels of gardening tools
    • Factors influencing the purchasing decision
    • Development trends of the gardening tools market in Russia
16.00–17.00 Seminar on «MOTUL Gardening line»
Organizer: MOTUL
Seminar programme:
    • MOTUL history
    • Peculiarities of motor oils for gardening machinery
    • MOTUL 2T products for gardening machinery and power chainsaws
    • MOTUL 4T products for gardening machinery
    • MOTUL advantages
Wednesday, March 13, 2013
10.00–15.00 Seminar on «Development trends of Briggs and Stratton engines up to 2015»
Organizer: Briggs & Stratton
Seminar programme:
1. Horizontal shaft engines
    I. SERIES
    II. VANGUARD
        i. Single- cylinder engines.
        ii. V-type engines
2. Vertical shaft engines
    I. Small vertical shaft engines
    II. SERIES vertical shaft engines
    III. VANGUARD vertical shaft engines
3. Information in the Internet
4. Q & A 
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