Take an insider’s look at the ultimate customer-focused business model – auction action. Imagine a world where customers actually define your success. Whether or not you’ve always dreamed of playing with thousands of life-size Tonka^TM toys, join us as we learn the art of 100% customer-driven product portfolios and pricing with Ritchie Bros. Auctioneers, the world’s largest industrial auction company. As we take a look into the fast paced world of auctions, Laurie Kinsman, Marketing Director, will explain the transferable insights of building a true customer-centric business.

Using Ritchie Bros. Auctioneers as a case study, you will learn how their 60-member, in-house marketing team builds brand equity by translating ever-changing customer expectations into relevant content, channels, and marketing mix to meet their needs. Imagine building a market where your suppliers determine what products you will sell and your buyers determine the price they pay. By providing an atmosphere where value, transparency and relationships are king, this Burnaby-based company helps both selling and buying customers manage their businesses by attracting more and more into theirs.

About Laurie Kinsman

As Marketing Director for Ritchie Bros. Auctioneers, Laurie manages the strategy and operations of a very wicked marketing team. Over 17 years of marketing experience includes work in agency, not-for-profit, consulting, and financial organizations. And 12 years playing with life-size Tonka^TM toys.

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