implementing promotional planning
TRANSCRIPT
part two: IMPLEMENTING
BY MARK KREBS
ALWAYS FORWARD
ALWAYS FORWARD
ALWAYS FORWARD
Define: the scope
ALWAYS FORWARD
Define: the scope Test offers
ALWAYS FORWARD
Define: the scope Test offers
Determine when to impact sales
ALWAYS FORWARD
Define: the scope Test offers
Determine when to impact sales
Determine advertising cadence
ALWAYS FORWARD
Define: the scope Test offers
Determine when to impact sales
Determine advertising cadence
Develop historical success of ads, items, and offers
ALWAYS FORWARD
ALWAYS FORWARD
Classify: the offers
ALWAYS FORWARD
Classify: the offers Profit Generators – generate incremental profit but do not create incremental units sold
ALWAYS FORWARD
Classify: the offers Profit Generators – generate incremental profit but do not create incremental units sold
Winners – generate incremental profit and create significant incremental unit sales
ALWAYS FORWARD
Classify: the offers Profit Generators – generate incremental profit but do not create incremental units sold
Winners – generate incremental profit and create significant incremental unit sales
Losers – Generate negative incremental profit and realize below average incremental unit lift
ALWAYS FORWARD
Classify: the offers Profit Generators – generate incremental profit but do not create incremental units sold
Winners – generate incremental profit and create significant incremental unit sales
Losers – Generate negative incremental profit and realize below average incremental unit lift
Traffic Generators – Generate significant incremental unit sales, but generate incremental profit for the specific item promoted
ALWAYS FORWARD
ALWAYS FORWARD
Design: the teams and roles
ALWAYS FORWARD
Design: the teams and roles Content Development
ALWAYS FORWARD
Design: the teams and roles Content Development
Ad item and offer selection
ALWAYS FORWARD
Design: the teams and roles Content Development
Ad item and offer selection
Measurement and analysis
ALWAYS FORWARD
ALWAYS FORWARD
Create: the action plan
ALWAYS FORWARD
Create: the action plan
Would you like to receive an example Promotional Action Plan?
ALWAYS FORWARD
Create: the action plan
Would you like to receive an example Promotional Action Plan?