revionics key components of a winning promotional strategy - oct 2015
TRANSCRIPT
Confidential ©2015 Revionics, Inc.
Key Components of a Winning Promotional StrategyModerator: Mark Schwans, Senior Director Solution MarketingSpeaker: Becky Gilman, Senior Manager Solutions MarketingSpeaker: Diana Mitten, Director Product Management
Confidential ©2015 Revionics, Inc.
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Confidential ©2015 Revionics, Inc.
Today’s Webinar Panelists
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Mark SchwansSenior Director of Solution MarketingRevionics
Moderator:
Speaker:
Becky GilmanSenior Manager of Solution MarketingRevionics
Diana MittenDirector of Product ManagementRevionics
Confidential ©2015 Revionics, Inc.
Key Components of a Winning Promotional StrategyModerator: Mark Schwans, Senior Director Solution MarketingSpeaker: Becky Gilman, Senior Manager Solutions MarketingSpeaker: Diana Mitten, Director Product Management
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Missed Opportunities in Technology
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Complexity Ruins Results
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Weakens Loyalty
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Counter-Intuitive PromotionsIneffective Promotions are Counter-Intuitive to Staying Competitive
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Data Insights Driving Optimal Actions
Source: Forbes / Turn, January 2015
Leaders demonstrate far greater insight and flexibility to makes changes to their marketing efforts.
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Above & Beyond Traditional Planning
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SIMULATE
UTILIZE THE RIGHTVEHICLE MIX
Providing insight into which vehicles are best suited for the promotion
Effectively balancing strategy and goals
Ensuring campaigns & events are on track before execution
SOCIALAMPLIFICATION
Using word-of-mouth effectively
RESPOND Taking action on in-flight promos
VALIDATE
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Getting the Right Vehicle MixUnderstanding How Each Vehicle Contributes to the Overall Lift
One Lift Factor
45% Lift
8% Lift
14% Lift
33% Lift
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Tech Balancing Performance & Strategy
Performance DataPromotional Uplift
Cross-Item Impacts
Competitive InsightsStrategy & Targets
Price SensitivityVehicles
Product Set & New Items
LEVERAGE DATA FOR OPTIMIZEDOFFER RECOMMENDATION
IMPROVING NEGOTIATIONS FORSTRONGER DEALS
PROMOTIONAL FORECASTS TOTRACK AGAINST TARGETS
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Ensuring Success Throughout Process
FORECASTINGACCURATE & REAL-TIME
VISIBILITYCAMPAIGNS & VEHICLES
Source: Forbes, Rise of the New Marketing Organization, 2015
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Realizing the Full Potential of Social Media
Source: Ogilvy, June 2014
Consumers say WOM is a key influencer in
their purchasing decision.74%
NEEDSFULLY INTEGRATED
UTILIZE LOYAL CUSTOMER BASERIGHT OFFERS
RIGHT PRODUCTS
RESULTSSTRENGTHEN CUSTOMER ALLEGIANCE
ESTABLISH NEW RELATIONSHIPSBROADEN SOCIAL REACH
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Responding Now & Responding Later
Be Flexible
Take Action
Stay Ahead
Update Models
Adjust Plans
ContinuousLearning
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• Missed opportunities with technology– Extremely complex and highly visible– That’s what will set you apart from the competition
• Take advantage of the tools available to make those decisions even better
– Optimal efficiency– Transparency & collaboration– Promotions become truly strategic
• Should make life easier, not harder
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Key Take-Aways
Confidential ©2015 Revionics, Inc.
Questions?If we are not able to get to your question today, please email them to [email protected]
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Confidential ©2015 Revionics, Inc.
Reminder - We want your feedback!Survey Offer:Everyone who completes the survey at the conclusion of today’s live event will be entered into a drawing to win a new Kindle Fire HD
All survey respondents are eligible, no purchase necessary