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Value Added Promotions is able to conduct evaluation and measurement of your promotional campaign
Campaign Evaluation of Promotional Incentives Criteria
Promotional Objectives (Measurement)
- Build Traffic-Attract new customers and increase repeat business
- Increase Average amount spend-Trade-up to lager sizes, combine purchases
- Enhance value image
- Encourage trial
- Build sales during slow periods
- Meeting expected or unexpected competition
Point of sale material used
- What was used and how successful was the POS?
- Special in-store displays
- Window and /or outdoor POS
- Employee suggestive selling
- Direct mail/fliers
- Coupons
- Media advertising support (detail impact)
Specific Promotional results (Retail)
- Total store traffic (Increased/Decreased) by.....%
- Average spend before the promotion
- Average spend After the promotion
- Special remarks: i.e. "Promotion exceeded retailer expectations"
Educational Campaigns
- Knowledge - message recall and understanding
- Approval - responding favorably to the message and discussing with family and friends
- Intention - intent to both explore message further and practice the behavior
- Action - actual practice of the behavior, along with e.g. hotline phone-ins, donations
- Advocacy - encourage the behavior in others
Branded Products and Services
- Awareness - Visibility of POS material, prizes to be won
- Interest - Request competition entry forms and other POS handouts
- Desire - Incentives trigger people to associate with brand values
- Action - Competition participation levels, sales increases, repeat business
Shadow shopping teams can also be utilised for merchandise audits (stock levels, POS prominence) and checking on service levels (whether promoting product and associated incentives/competitions).
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