research tools supporting btl operations
DESCRIPTION
RESEARCH TOOLS SUPPORTING BTL OPERATIONS. COMMON CLIENT QUESTIONS. WHICH PROMOTION MECHANISM IS BEST?. WAS MY PROMOTION IN THE FIELD CARRIED OUT PROPERLY?. WILL THIS MECHANISM REACH MY TARGET GROUP?. WAS MY PROMOTION NOTICED?. DID THE PROMOTION CHANGE THE BRAND’S IMAGE?. - PowerPoint PPT PresentationTRANSCRIPT
RESEARCH TOOLS SUPPORTING BTL OPERATIONS
COMMON CLIENT QUESTIONS
WHICH PROMOTION MECHANISM IS BEST?
WILL THIS MECHANISM REACH MY TARGET
GROUP?
WHICH INCENTIVES WORK BEST?
WAS MY PROMOTION NOTICED?
HOW DO CONSUMERS RATE MY PROMOTION?HOW MANY NEW CLIENTS
HAVE I GAINED?
DID THE PROMOTION CHANGE THE BRAND’S
IMAGE?
WAS MY PROMOTION IN THE FIELD CARRIED OUT
PROPERLY?
ARE MY PRODUCTS PURCHASED AFTER THE
PROMOTION HAS ENDED?
CATEGORIZING QUESTIONS
QUESTIONS ABOUT
EFFECTIVENESS OF
MECHANISM
QUESTIONS ABOUT
QUALITY OF PROMOTION IN
THE FIELD
QUESTIONS ABOUT
REACTION TO PROMOTION DURING AND
AFTER CAMPAIGN
BTL STAGES
CREATION AND CHOICE
OF MECHANISM
IN THE FIELD
DECISION
CONSUMER REACTIONS AND
IMPACT ON FUTURE
PROMOSCOP PENTOR PC PENTOR SPA
PRODUCT DESCRIPTION
NAME: FRODO
BRAND: LORD OF THE RINGS
CATEGORY: MOVIE CHARACTER
TARGET GROUP: CINEMA FREAKS
MARKET SHARE: 80%
PROMOSCOP
PROMOSCOP
This technique is used for pre-testing promotion mechanisms
this technique assesses the impact of the promotion on customer number, i.e. expected increase in sales
this technique also identifies inflow directions, i.e. from what brands the new consumers had come from
this technique is rounded out by identifying changes in brand imagery brought about by the message conveyed by the promotion
PROMOSCOP - TECHNIQUE DETAILS
Direct impact on sales in measured by consumer buying decisions at a simulated store shelf
the respondents reveal their buying decisions at a simulated store shelf, typically with 5 products with price and weight tags
the products (including promoted product) should come from the same “shelf”, and should be direct competitors
every respondent declares which of the products he/she would buy, and how many packs
PROMOSCOP - TECHNIQUE DETAILS TAKE 1
BUYING INTENTIONS ARE MEASURED:- „MY FIRST PICK”- „MY SECOND PICK”- „I'M PICKING A DIFFERENT BRAND, THAN THOSE HERE”
FRODO GANDALF LEGOLAS SARUMAN ARAGORN
560 ZŁ 610 ZŁ 580 ZŁ 620 ZŁ 590 ZŁ
PROMOSCOP - TECHNIQUE DETAILS TAKE 2
BUYING INTENTIONS ARE MEASURED with promotion included:- „MY FIRST PICK”- „MY SECOND PICK”- „I'M PICKING A DIFFERENT BRAND, THAN THOSE HERE”
FRODO GANDALF LEGOLAS SARUMAN ARAGORN
560 ZŁ 610 ZŁ 580 ZŁ 620 ZŁ 590 ZŁ
PROMOTION
drawn prizes
Date of sending coupons
Guarantied prizes
leitmotif
communication
PROMOSCOP - TECHNIQUE DETAILS TAKE 3 PROMOTION MECHANISM
FRODO GANDALF LEGOLAS SARUMAN ARAGORN
560 ZŁ 610 ZŁ 580 ZŁ 620 ZŁ 590 ZŁ
BUYING INTENTIONS ARE MEASURED with promotion included:- „MY FIRST PICK”- „MY SECOND PICK”- „I'M PICKING A DIFFERENT BRAND, THAN THOSE HERE”
PROMOTION
PROMOSCOP
RESULTS:
HIGHER SALES (ADORATION)
PROMOSCOP RESULTS
TABLE SHOWING INCREASE IN PICKS OF FRODO AT DIFFERENT STAGES OF
PROMOTION AND BY PREVIOUS PICKS„ALL MENTIONS”
Total
Among those picking Frodo before promotion
FRODO GANDALF LEGOLAS ARAGORN
1. FRODO
P2. Pre information about promotion
xx,x xx,x xx,x xx,x xx,x
P3. Post general information about promotion
xx,x xx,x xx,x xx,x xx,x
gain + xx,x - xx,x + xx,x + xx,x + xx,x
2. FRODO
P3. Pre information about promotion mechanism
xx,x xx,x xx,x xx,x xx,x
P4. Post information about promotion mechanism
xx,x xx,x xx,x xx,x xx,x
gain + xx,x - xx,x + xx,x + xx,x + xx,x
3. FRODO
P2. Pre information about promotion
xx,x xx,x xx,x xx,x xx,x
P4. Post information about promotion mechanism
xx,x xx,x xx,x xx,x xx,x
gain + xx,x - xx,x + xx,x + xx,x + xx,x
PROMOSCOP RESULTS
GAINS IN DECLARED FRODO PURCHASES – DATA IN AVERAGE NUMBER OF PACKS -
AVERAGESALL PICKS FIRST PICKS
1. FRODO
P2. Pre information about promotion
xx,x xx,x
P3. Post general information about promotion
xx,x xx,x
gain + x,xx + x,xx
2. FRODO
P3. Pre information about promotion mechanism
xx,xxx,x
P4. Post information about promotion mechanism
xx,x xx,x
gain + x.xx + x,xx
3. FRODO
P2. Pre information about promotion
xx,x xx,x
P4. Post information about promotion mechanism
xx,x xx,x
gain + x,xx + x,xx
PROMOSCOP EXPECTED GROWTH IN SALES
% INCREASE IN NUMBER OF CUSTOMERS
% INCREASE IN AVERAGE PURCHASE SIZE IN pcs.
+ xx%
+ xx%
TOTAL INCREASE IN SALES + xx%
PROMOSCOP BRAND IMAGERY
ACHIEVED RESULT:
CHANGE IN BRAND IMAGE
PROMOSCOP BRAND IMAGERY
This stage of the research draws upon data gathered through the study and previous brand imagery data supplied by the Client
this allows us to observe changes in imagery brought about by the promotion
correspondence analysis between statements and studied brands shows the features most characteristic of those brands, as well as similarities/difference between brands
PENTOR PROMOTION CONTROL
PENTOR PC
This type of research is used to measure the quality of promotion execution
Control of quality of staff’s work
an argument enhancing agency reliability on Clients’ eyes
Control over the agency commissioned with carrying out the promotion
control over one’s trade reps
““FIRM”FIRM”COMMISSIONING PROMOTIONCOMMISSIONING PROMOTION
““AGENCY”AGENCY”ORGANIZING PROMOTIONORGANIZING PROMOTION
PENTOR PC SCOPE OF USE
BTL forms
price cuts
sales with bonuses
lottery/ raffles
product sampling
Sampling and mailing
sales animations
LOYALTY PROGRAMS
MERCHANDISING
PENTOR PC CONTROLLED ELEMENTS
PROMOTOR
VISUAL-INFORMATION ELEMENTS
PRODUCTS
• promotion materials• promotion stand• promoter• product
• main tasks control• non-verbal behavior• verbal behavior• appearance
• product location• surroundings• brand standards
MYSTERY SHOPPING
purchases “simulated” at location where promotion is held, by
specially trained auditors pretending to be customers
PENTOR PC METHODOLOGY
checking visual-
promotion
elements
observation of
promoter
establishing
contact with
promoter
PROMOTION EXECUTION QUALITY RATING
overall rating for whole campaign
rating for every studied parameter: promotion materials, product, promoter
ratings for various regions, individual reps
rating for each promotion, store
PENTOR PC EFFECT
PENTOR PC EXAMPLE OF RESULTS
Region Visual-information
materials Hostess A Hostess B
Total
A 16 79 73 60
B 87 82 89 87
C 90 81 81 85
D 68 57 54 61
Total 59 74 66 69
PENTOR PC BENEFITS
Unbiased 3rd party opinion
saving on money and staff’s time
improved task completion quality
tangible financial benefits – possibility of enforcing contractual obligations (or compensation for noncompliance)
PENTOR SALES PROMOTION ASSESSMENT
PENTOR SPA STARTING POINT
DURING PROMOTIO
N
Noticeability of the
promotion?
Group reached by promotion?
Change in brand awareness?
Effect of promotion on
buying behavior?
Perception of promotion by consumers?
PENTOR SPA STARTING POINT
POST PROMOTION
Do consumers remember that there
was a promotion?
Was brand image
imprinted?
Is the purchasing
cycle repeated?
Did product knowledge change?
What is remembered from
the promotion?
PENTOR SPA METHODOLOGY
QUESTIONNAIRE INTERVIEW
depending on mechanism and needs
FACE TO FACE TELEPHONE INTERNET
Post promotionDuring promotion
PENTOR SPA RESULTS
Noticeability (profile) of the promotion
reaching the target group (participation of individual customer segments)
effect of promotion on purchasing, including that on portfolio of used brands and planned purchases
types of reasons for taking part in promotion
impact of promotion on brand awareness
brand image created by promotion
loyalty towards promoted brand
SYNTHETIC INDICATORS
