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Consumer Promotion Planning Essentials

If you need to do sales promo, you might as well do it right. Attend this course to increase sales while building brand equity.

Sales Promo Planning 101 Made Easy!

This interactive course guides participants through the critical and disciplined steps of developing a sound consumer sales promo plan that meets your marketing objectives.  Trends and threats noted in sales promotions will also be shared with the participants.

Key benefits for companies:

• Speed up brand trial and acceptance using a step-by-step planning tool
• Guard brand equity from being abused to attain short-term sales results
• Get greater returns on promo spending by more effective programs, cutting unnecessary promos and instead launching only campaigns that work for the brand
• Free up money to maximize funding for programs that really build consumer preference for your brands

Key benefits for participants:

• As part of a small team working and learning together, learn to compare sales promotion campaigns and evaluate their results
• By discovery, gain knowledge on sales promo planning
• Working on a specified case study, get the chance to develop a sales promotion campaign that reinforces brand identity to promote long term growth

Program Concept

There are many ways to increase sales with promotions, and just as many ways to waste hard-earned money with promotions and even damage your brand – Understand what you can properly do with sales promotions!

Understand which promo to fully fund to create the biggest impact and excellent sales and profits.  Get insights and ideas from the many case examples to be presented and understand how originality and consistency matters in achieving marketing and sales objectives and ROI goals. And understand how to recognize and avoid common pitfalls and myths about promotions. Go beyond common promotional tools! So you and your team work smarter!


Program Outline

Module 1:  What’s the big picture?

• Why sales promo spending is growing rapidly
• Effects of sales promos
• Understanding promo needs (from your numbers and market research)
• Objectives of sales promos, prioritizing the tasks for the brand
• Case studies: Promos that build trial and loyalty

Module 2: Developing a Plan

• Criteria for a good sales promo
• Predicting promo success
• Limits of and arguments against sales promos
• Trends and threats
• Lessons and issues faced in today’s difficult market
• Trends in A&P budget allocation
• Case studies: Business-building possibilities

o  Differentiating brand image

• Creating buzz for an improved product
• Initiating a multi-sensory experience
• Communicating a limited offer

o  Co-marketing a much anticipated new product

• Getting multiple contact points
• Mechanics reinforcing brand image
• Capitalizing on being the first to own

o  Reinforcing advertising message

• Changing a negative mindset
• Fighting cheaper me-too products
• Growing at the expense of another segment

Module 3:   Planning The Details

• •    Using your promotions history to your advantage
• •    Over 100 point-of-purchase promo tools to choose from

o  Mix and match: What promo for which product
o  Manufacturer-retailer joint campaign

• Ethical issues to watch out for
• Develop and validate your offer

o  Case studies: International but Pinoy-friendly

• Energizing after 10 flat years
• Attracting new users by ensuring brand relevance
• Co-marketing to re-ignite innovation
• Sampling after lean seasons

o  Specialty to mainstream

• Fighting your “Goliath”
• Consistency in merchandising to reinforce brand equity

Module 4:  ROI Side

• The prisoner’s dilemma
• Financial measures:  The frequently missing link
• Self-test:  8 indicators of loose vs. tight promo fund management
• Ways to transform promo management from “sales-driven” to “marketing-driven”
• ROI Exercises
• Template for effective trade fund management

Module 5: Implementing and Evaluating

• Where reality bites

o  Coordinating and working cross functionally
o  Field observation: Seeing with your own eyes

• Evaluating performance

o  6-step promo analysis and evaluation
o  Feedback from other sources, scandata from key accounts

• Organizing internal information;

o  Getting your sales data in readable order

Module 6:  Putting It All Together

• Application workshop

Case Examples From The Following Products / Industries Shall Be Cited:

• Beer
• Cereals
• Console Gaming
• Entertainment
• Fashion
• Fast Food
• Hotel
• Noodles
• Oral Care
• Personal Care
• Pizza
• Processed Foods
• Restaurant
• Retail Mall
• Soft Drink
• Supermarket

Who should attend:
Brand Managers, Associates and Assistants, Channel Managers, Promotions Managers, Associates and Assistants, Sales Managers, Regional Managers and Supervisors, Trade Marketing Managers, Officers and Specialists