Transcript Promotion Planning, Patti Mandel

Promotion Planning Excellence
How to develop successful promotion plans in a
volatile marketplace
Setting the Stage
• Difficulty in Engaging Consumers
• Role of Promotion Plan
• Best Practices in Promotion Planning
• Understanding the Promotion Planning Process and
Criteria
• Path Forward
If only marketing today was as simple as in the 1960s
Source: Google Images
The Landscape of Marketing and Promotion is Changing
Consumers are Changing
Facebook: 1.3 Billion Active Users, 600 Million Mobile Users Each Day!
Instagram: 200 Million Monthly Active Users
Facebook: 300+ Million Photos/Day
Flickr: 87 Million Users, 400+ Million Photos/Month
Twitter: 240 Million Monthly Active Users
Google+: 400 Million Monthly Active Users
Pinterest: 121 Million Users (92% of Pins Made by
Women!)
YouTube: 1 Billion Users, 100 hours of video uploaded per
minute
Social Media Landscape:
June 2014
Why is it so difficult to engage the consumer?
Mobile and
Social
are the
Center of the
Universe
7
7
Constant Connectivity Creates New Behaviors
• 100- 150X: we check our mobiles
devices daily
• 95%: of all texts are read – and read
within 90 seconds of receipt
• 91%: of adults have a mobile within
arms reach 24-7
* Source: Locket, Silverpop.com, Morgan Stanley
We are just at the start of innovation
Future innovations will radically change the way every brand operates
10
10
The Options to Connect Have Changed
BUT it is Still Marketing
• Understanding brand goals
• Superb planning
• Deep understanding of
target audience
• Connect with your message
Understanding Brand Goals
For promotions to be integral to a brand marketing
mix they must be linked to the overall brand
objectives and strategies
Promotion objectives are a translation of the overall
brand marketing strategy into actionable and
measurable functional objectives
Promotional Planning Process
Promotional
Evaluation
Situation
Analysis
Promotional
Activities
Promotional
Recommendation
and Brief
Promotional
Strategies
Annual
Marketing
Plan
Promotional
Objectives
A deep understanding is needed of the consumer and
how best to reach and break through
Different Targets Require Different Program Selection
Media
used
Understand
purchase
behavior
Product
Life Cycle
Loyalty
Target
Audience
Purchase
Habits
Path to
Purchase
Skate to where the puck is going, not where it has been
Common Promotional Objectives and Strategies
Increased HH
Penetration
Increased Share of
Purchases
Increased
Consumption
Maintain Current
Users
• Target – new category or brand users
• Trial
• Target – loyal competitive users or switchers
• Switching or Loading
• Target – loyal users or switchers
• Increase use up, expand usage, fast repurchase
• Target – loyal users and switchers
• Generate immediate purchase
What Tools Best Reach the Target and Deliver on Brand Objectives?
Promotional Success
Redemptions
CPCR
Trial
Buzz
ROI
Lift
Revenue
Generated
Units Moved
Continuously Moving Forward
Continuous
Testing
(
Evaluation of
New Tools
Times are Changing
• Today it is more difficult to deliver on objectives
• Mass tools are losing impact as consumers move
away from mass vehicles
• Target marketing is increasing in importance
Forward Thinking
• Programs need to be designed, from the start with
the target at the center
• Options to connect have changed which puts greater
emphasis on understanding the brand, the target
and the message
Thank You
Contact Info:
Patti Mandel
[email protected]
www.linkedin.com/in/pattimandel