How To Do Promotional Activities Analysis?

< 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 > store decoration > a href= "http://www.91se91.com/news/index_c.asp" > cost control < /a > /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 > promotional activities < a href= "http://www.91se91.com/news/index_c.asp" > cost control < /a > < /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 local habits, the best combination must be found at the lowest loss level.

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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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< p > < strong > digging opponent's data < /strong > /p >

< p > good marketing effect is less than a href= "http://www.91se91.com/news/index_c.asp" > feedback report < /a >. Besides the evaluation of its own effect, it is also very important to analyze the sales promotion trend and data of the main competitors.

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When p was the Minister of marketing, he insisted on studying his competitors every day, providing first-hand, fresh information to the company's decision-making level, and strongly supporting the company's marketing decisions.

There are more than ten forms used for marketing analysis in Mackay Le mall, Dalian. Among them, the efficiency of competitors, sales data of the same category, passenger flow analysis and customer unit price are all highlighted.

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< p > for the same business circle or similar opponents, merchants will use various means to obtain business information from the other side.

But there is a higher level of practice in practice.

According to the author's understanding, a well-known commercial group in the North has realized the exchange system of sales with its competitors, from the underground spy to the "partner", which fully demonstrates the importance of the data analysis of competitors in the feedback of marketing results.

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