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. But how do you know which promotions are effective for your bottom line and how do you plan for them in the supply chain? 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.
Atlas’ Event Management 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
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. Atlas’ Event Management focuses not only on setting plans appropriately, but also on measuring and analyzing their results.
Atlas’ Event Management includes four major areas:
- Marketing Program: where budget constraints are set
- Strategy: outlines the objectives of the program and level of spending on various approaches
- Approach: set tactics for implementing the strategy
- Event Modeling: shows the historical and forecasted impact of the events
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, Event 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.