May 23, 2017

6:00 PM - Sheffield

Branding is a powerful tool for B2C marketers to increase sales. It succeeds by either brand associations or, sometimes, by reducing the perceived risk in the mind of the consumer.

If the oil light came on in your car which oil would you buy? Castrol GTX? If you say GTX it's probably because you would feel 'safe' in buying it.

B2B (and many B2C) businesses often don't have the power of the brand to help. Marketing can increase the possibility of a sale by reducing the perceived risk. To do that we need to understand first what the customer needs reassurance about.

Local marketing lecturer and CIM Fellow, Philip Knowles, will explore the customer perceptions of risk and suggest techniques and tips to break down the obstacles to purchase.

This event is kindly sponsored by Elevation Recruitment.

CPD category: Customer experience
Duration: 1.5 hours

Registration and networking is from 18:00, the session starts at 18:30 and finishes at 20:00. If you are non-EU resident please call the Network Support team to make your booking.

Contact us

To contact a member of our Network Support team please call +44(0)1628 427340 or email cim.events@cim.co.uk.

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Sheffield Hallam University
Owen Building
Howard Street
South Yorkshire
S1 1WB
United Kingdom

Sector: Non-specific

Region: North
Map link: click here

Speakers: Philip Knowles


  • Member: £0
  • Studying member: £0
  • Student: £0
  • Non-member: £15