How To Do Promotional Activities Analysis?

< p > pre sales, that is, the first day of the campaign, push forward a same length of time (13 days), but consider the number of days on weekends.

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< p > the growth rate over the same period (i.e. natural growth rate) is the growth rate of the earlier stage of this period relative to that of the same period last year.

The data in the table is -10.24%.

The number of natural growth rates alone is negative.

That is to say, the sales volume of the shopping malls has been negative growth compared with that of the same period last year, and only -10.24% has been accumulated.

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< p > minus the natural growth rate by year-on-year growth, the 11.34% figure is the real growth figure, which is much higher than the 1.1% year-on-year figure.

If we only look at the growth rate of sales over the previous period, the data will not reflect the actual situation.

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< p > although this activity has taken the promotion mode of the turntable lottery, it seems to be bustling on the surface, the stream of people often needs to be blocked up in the shopping mall passageway, which is much more lively than the earlier stage, but the growth is rather poor compared with the same period last year.

If you analyze them from these two levels alone, it is difficult for you to judge whether they are successful or not.

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< p > but considering that the initial sales have been declining, the final real growth is quite attractive.

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< p > this method of analysis is learned from our predecessors.

The key is the natural growth rate, which includes all kinds of sales impact factors in the whole year, including the internal brand, structural adjustment, import factors, social factors, weather, unusual events, national policies and so on.

Therefore, in considering the actual effect of marketing activities, we should also consider the natural growth rate, and use the same growth rate minus the natural growth rate to get the actual growth rate.

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< p > sales growth is more complicated. When comparing and analyzing data, we should also take into account the comparison of days between weekends and the same period, and whether there are large-scale promotions in the same period.

If the conditions are roughly equal, the comparative analysis is credible.

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< p > < strong > constantly reflecting the marketing cost < /strong > < /p >.

< p > now some retailers bosses just want to see activities booming and crowded, ignoring the cost control of activities, saving money or burning money.

In fact, neither is desirable.

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< p > policymakers should consider the annual marketing activities, objectively and carefully analyze the cost of activities, determine a reasonable cost rate interval, and flexibly adjust them according to the importance of competitors and activities. < /p >

< p > < strong > media advertising cost control < /strong > /p >

< p > this part of the cost generally depends on the importance of activities, the group size of customers, and the choice of media mix.

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< p > regional shopping centres should not blindly pursue "bombardment". They should be good at matching various media to improve the accuracy, breadth and effect of the audience.

For example, some small media, the price is very low, but use it to moisten things silently, immediate results.

Of course, different advertising strategies should be adopted at different stages.

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< p > before, the TV commercials in the shopping malls were mainly in the period before the weather forecast.

However, with the increase in the number of chain stores, it is urgent to expand the breadth of publicity and lock in some target consumer groups.

There is no doubt that the internal TV stations such as factories, mines and other large enterprises have this advantage, the audience groups are concentrated and the income is stable, and the cost is much cheaper.

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< p > < strong > shop decoration > a href= "http://www.91se91.com/news/index_c.asp" > cost > /a > control < /strong > /p >

< p > merchants always feel that the more part of the cost is invested, the better the results will be.

In fact, it is not.

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< p > nowadays, the advertising decoration market in various regions is more chaotic and the price is much larger, and most retailers are unable to maintain their own teams.

The author's experience is that money that can be saved must be saved for the company.

For example, near the new year, the festival will follow. If every festival has to launch shop theme decoration, the cost will be great. If the theme of "Festival" is used to render the atmosphere directly, the effect will be good.

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< p > the important outdoor media such as the front board can not be saved. It is necessary to purchase quality and design better.

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< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > promotional activities < /a > cost control < /strong > /p >

< p > "buy 100 to send XX" activities began in Beijing, flourished in Wuhan, started in department stores, saw in supermarkets, quickly swept the whole country, but specific measures to save money and customer satisfaction or have to consider carefully.

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< p > for example, "buy 120 send 120, buy 120 coupon, get up to 120 yuan coupons" and "buy 200 to send 80 - buy 200 tickets, get up to 80 yuan coupons", according to the proportion of different face coupons, the loss rate of shopping malls may differ by 2 million yuan! < /p >

< p > also is "buy 120 send 120", also have different: < /p >

< p > A scheme: 120 yuan coupons account for 2% of the scraper card; 50 yuan coupons account for 50%; 10 yuan coupons account for 48%.

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< p > B scheme: 120 yuan coupons account for 2% of the scraper card; 80 yuan coupons account for 15%; 50 yuan coupons account for 50%; 20 yuan coupons account for 15%; 10 yuan coupons account for 18%.

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< p > assuming that all coupons are sent out, A loses 6 million 440 thousand yuan, B loses 8 million 840 thousand yuan, and the difference is 2 million 400 thousand yuan.

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< p >, however, the proportion of coupons of 10 yuan in A scheme is too large, so the sales force can not be increased in stimulating customers' demand.

In a "shopping and giving awards" activity, a shop bought 3000 chef valued at 20 yuan, but only 562 tickets were sold to customers, but less than 1/5.

If we can increase the number of winning prizes and reduce the number of winning prizes, such as setting up 100 tickets for 200 yuan, the impact will be even greater.

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< p > according to the local a href= "http://www.91se91.com/news/index_c.asp" > habit < /a >, we must find the best combination in the lowest loss degree.

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< p > no matter how it is done, the cost of promotion is still high, so it is very important to control some details.

The author has summed up the successful process of "buying 160 to send 160" in a shopping mall, and found several details that can be used for reference in the future, such as the setting of the validity period of coupons.

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< p > a lot of coupons in shopping malls stipulate that after a few days after the end of the activity or the activity is over, the coupons are invalid.

These two ways are unscientific, which are easy to cause customers' disgust, and trigger the peak of repayment, causing a large number of overtime costs of sales and financial personnel.

And taking the N day extension method on the day of the coupon is not only convenient for customers, but also convenient for businesses to ease the pressure of closing accounts.

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Process control in sales promotion activities is also very important. For example, if the above coupons are postponed, attention should be paid to issuing a stamp once a day, not to the staff at one time, in order to prevent "P".

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