The Power of Marketing at-Retail - Part 2

Part 2

Measuring the Impact of Your Marketing at-Retail Campaigns

In Part 1 of this blog entry on the power of marketing at-retail, we emphasized that unless you are able to measure the impact of a specific at-retail marketing campaign, it is difficult, if not impossible to manage that campaign or any follow-on activities.

Without measurements:

• How do you decide to invest more money in comparable campaigns, or make a decision to redirect your investment into other initiatives? 

• How do you know to continue a very successful campaign, or make a decision to stop an ineffective one?

Let’s take a look at an example of measuring the relationship between of your marketing at-retail spending and the resulting revenue and case sales.  

Today, there is software technology available in the market that gives distributors the ability to produce a snapshot by customer or supplier, of the amount of dollars invested in at-retail marketing, correlated to revenue and case equivalence.

What would be the value to a distributorship if such a Cost Analysis Report was available at the click of a mouse?

The following report is a sample of what is possible with today's lead-edge software solutions for managing, controlling and measuring marketing at-retail campaigns and materials. 

Cost Analysis Report: by Customer

From: 09/01/2010 to 09/30/2010

Customer	Total POS	Total Revenue	Case Equiv.
American Legion	25	1,425	124
A Taste of Dayton	54	9,417	818
Beer N' Stuff	2,103	367,336	31,915
Caproni's	183	32,090	2,788
Total	2,365	410,268	35,645

 

 

 

 

 

 

Using the same information, a distributor can now produce a new report based on a different set of criteria such as: sales representatives, the type and placement of marketing materials, ethnicity, and other criteria. The possiblities are endless. The following sample report sorts the data by Brand.

Cost Analysis Report: by Brand

From: 09/01/2010 to 09/30/2010

Brand	Total POS	Total Revenue	Case Equiv.
Budweiser	862	150,588	13,083
Coors Light	515	89,966	7,816
Wine: Berringer Cab	55	9,606	835
Wine: Wolf Blass  Cab	20	3,405	296
Total	1,452	253,565	22,030

 

 

 

 

 

 

Today, OnTrak software applications capture vital data every time a promotional sign, menu or product sample is deployed by your representatives at the point-of-sale. Though our reporting and analysis tools this data is then turned into actionable information.

By the way, we're not the only ones who understand the need for such powerful analysis tools. A 2010 Gartner Group Study concluded:

“Companies need to develop ‘operational analytics’ to make predictions and use data mashups*. There’s value in very current information, and these snapshots will really matter to companies to support the right type of prediction"

* A mashup is a web application that uses and combines data, presentation or functionality from multiple sources to create new services.