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Promotion Planning Excellence How to develop successful promotion plans in a volatile marketplace Setting the Stage • Difficulty in Engaging Consumers • Role of Promotion Plan • Best Practices in Promotion Planning • Understanding the Promotion Planning Process and Criteria • Path Forward If only marketing today was as simple as in the 1960s Source: Google Images The Landscape of Marketing and Promotion is Changing Consumers are Changing Facebook: 1.3 Billion Active Users, 600 Million Mobile Users Each Day! Instagram: 200 Million Monthly Active Users Facebook: 300+ Million Photos/Day Flickr: 87 Million Users, 400+ Million Photos/Month Twitter: 240 Million Monthly Active Users Google+: 400 Million Monthly Active Users Pinterest: 121 Million Users (92% of Pins Made by Women!) YouTube: 1 Billion Users, 100 hours of video uploaded per minute Social Media Landscape: June 2014 Why is it so difficult to engage the consumer? Mobile and Social are the Center of the Universe 7 7 Constant Connectivity Creates New Behaviors • 100- 150X: we check our mobiles devices daily • 95%: of all texts are read – and read within 90 seconds of receipt • 91%: of adults have a mobile within arms reach 24-7 * Source: Locket, Silverpop.com, Morgan Stanley We are just at the start of innovation Future innovations will radically change the way every brand operates 10 10 The Options to Connect Have Changed BUT it is Still Marketing • Understanding brand goals • Superb planning • Deep understanding of target audience • Connect with your message Understanding Brand Goals For promotions to be integral to a brand marketing mix they must be linked to the overall brand objectives and strategies Promotion objectives are a translation of the overall brand marketing strategy into actionable and measurable functional objectives Promotional Planning Process Promotional Evaluation Situation Analysis Promotional Activities Promotional Recommendation and Brief Promotional Strategies Annual Marketing Plan Promotional Objectives A deep understanding is needed of the consumer and how best to reach and break through Different Targets Require Different Program Selection Media used Understand purchase behavior Product Life Cycle Loyalty Target Audience Purchase Habits Path to Purchase Skate to where the puck is going, not where it has been Common Promotional Objectives and Strategies Increased HH Penetration Increased Share of Purchases Increased Consumption Maintain Current Users • Target – new category or brand users • Trial • Target – loyal competitive users or switchers • Switching or Loading • Target – loyal users or switchers • Increase use up, expand usage, fast repurchase • Target – loyal users and switchers • Generate immediate purchase What Tools Best Reach the Target and Deliver on Brand Objectives? Promotional Success Redemptions CPCR Trial Buzz ROI Lift Revenue Generated Units Moved Continuously Moving Forward Continuous Testing ( Evaluation of New Tools Times are Changing • Today it is more difficult to deliver on objectives • Mass tools are losing impact as consumers move away from mass vehicles • Target marketing is increasing in importance Forward Thinking • Programs need to be designed, from the start with the target at the center • Options to connect have changed which puts greater emphasis on understanding the brand, the target and the message Thank You Contact Info: Patti Mandel [email protected] www.linkedin.com/in/pattimandel