Do we or do we not have a successful promotion?
We now offer you a set of tools dedicated to the qualitative and quantitative evaluation of the effectiveness of promotional actions.
Let’s imagine the following scenario (briefly)
A company that distributes premium coffee, in specialized locations (like HORECA – bars, cafes). It is desired to launch a new brand of coffee.
There are 1000 partner locations (bars, restaurants).
Budget:
20,000 Euros in promotional materials (20 Euros/location – flyers, posters, merchandising)
30,000 Euros in promotion (prizes + communication + merchandising services)
Results after 2 months: Collections at the end of the promotion of 200,000 euros from extra sales to the respective locations.
Was it a successful promotion?
Answer: We don’t know.
Why?
Pentru ca financiar vorbind, am cheltuit 50.000 euro si am incasat in plus 200.000. Totusi, sa nu uitam ca rolul promotiei a fost unul de a genera efecte pe termen lung, adica adoptarea marcii de catre clienti. Din pacate, exact acest impact nu il putem cuantifica fara o cercetare ulterioara.
What should we know during and after a promotion?
- How many customers / locations were exposed to the promotion and what % of them tried the product?
- Were the right locations chosen? Would it have been better to go with a smaller sample with 50% locations but with 80% of the currently recorded effects?
- What % of customers were not attracted by the promotion? What were the reasons for the rejection?
- How satisfied were the customers with the newly tried coffee? How many of them will purchase the respective brand in the future? Would the respective customers like to find the product in other locations (e.g. supermarkets)?
- What was the increase in brand awareness brought by the promotion?
- What suggestions do professional users (bars) have regarding the respective coffee? To what extent will they recommend it to customers in the future, even if there is no promotion?
Why don’t we know?
Because, in general, promotions are based almost unilaterally on supplier -> distributor -> customer communication, but not return. The only information that is collected in the opposite direction are usually the contact details of the customers required for the award (contact data).
How can we increase the effectiveness of your promotions?
- Neomar Consulting offers you technical support for the implementation and evaluation of the impact of promotions at the level of the distribution segment and at the level of end users.
- Evaluating the effectiveness of promotional message delivery channels
- Evaluation of the perception of customers and distributors on the promotional message
- Evaluating the retention of campaign messages/slogan
- Testing the effectiveness of campaign mechanisms (award mechanisms, closing the supplier-distributor-customer feedback loop)
- How attractive are bonuses and prizes for customers?
- The opinions / level of customer satisfaction in relation to the purchased product
- Reasons for future consumption
- The perception / positioning of the product among consumers after the promotion
