Profit from Marketing with Promotional Performance Management
Gaining customer attention and loyalty requires a
complex mix of marketing activities. Promotions can accelerate new product
acceptance and drive increases in volume. Unfortunately, they sometimes
hurt margins. For full benefits, you need to improve the financial performance
of promotions. And that means planning for promotions effectively – in the
marketing department and throughout the organization.
John Galt Promotions Management performs closed-loop
analysis of promotional performance. It helps set and allocate budgets,
plan strategy and tactics, and model the impact of a promotional event on
demand. It also aligns promotions with sales, operations, distribution,
and financial budgeting. This Enterprise approach to managing promotions is the most effective way to ensure your spending not only boosts visibility
and volume, but also profits
Increase Margins through Smarter Promotions
Your job is to fine-tune the marketing mix to emphasize
the most profitable programs and to improve the performance of others. The
problem is most companies don’t really know which promotions are profitable
and which are not. Galt Promotions Management focuses
not only on setting plans appropriately, but also on measuring and analyzing
Galt Promotions Management includes four major areas. The foundation
is the Marketing Program, where budget constraints are set. Strategy outlines
the objectives of the program and level of spending on various approaches.
In the Approach section, you set tactics for implementing the strategy.
And Event Modeling shows the impact the event should have
on the forecast and plans – plus the impact it actually has had.
Synchronize Marketing with Supply Chain
No matter how sophisticated your marketing planning,
inventory mismatches are common on promoted items. Research shows that the
biggest hidden costs of promotions lie in the supply
chain. As a part of the Atlas Planning Suite, Galt Promotions Management also helps ensure that demand is forecasted
accurately, and that inventory and operational plans match the forecast.
In measuring actual lift during a promotion, all of these groups can react
in a coordinated way to improve the promotion’s performance.
With Promotions Management our customers surpass their competitors by creating a consumer driven supply chain. Contact us today to see a demo and learn more.