EVALUATE PROMOTIONAL ACTIVITIESPRESENTATION 3

PRESENTATION OBJECTIVES

At the end of this presentation you will be able to:

• Analyse feedback to determine impact

• Assess effectiveness in planning phase

• Evaluate costs and timelines from activities

• Prepare conclusions and recommendations

• Understand legislation that affects businesses when promoting

products and services

IMPACT OF PROMOTIONAL ACTIVITY

In evaluating the effectiveness of promotional activities,

organisations should collect and review data from a wide range of

information sources such as:

• Customer or client responses

• Employee data

• Sales orders

• Market share data

• Focus groups

• Brand awareness

IMPACT OF PROMOTIONAL ACTIVITY

Consumer feedback can be categorised into two different forms:

When reviewing feedback and data, it is important to analyse both

customer feedback and sales. While they may appear to be different

data, they should correlate with each other.

Feedback received from customers through surveys, comments, suggestions, focus groups, etc.

This feedback will provide detailed insight including emotional, physical and mental responses to the promotional activities

Feedback in the form of numerical sales reports.

This feedback will provide a clear, visible representation of the promotional activities and their effect on sales profits.

PROVIDE FEEDBACK TO THOSE INVOLVED

Everyone involved in promotional activities should be privy to the

feedback gathered so they can perform self-analysis and identify

areas of strength and improvement.

For those involved that are external to the organisation it is

necessary to check organisation policies and procedures regarding

what information they can receive.

When passing information on it is not necessary to provide the raw

data but collected data that is relevant to the specific individual.

EFFECTIVENESS OF PLANNING PROCESSES

Along with customer feedback, it is imperative to review the different

tasks and stages of the planning phase of the promotional activities.

• How effectively was the plan?

• How close was the plan followed?

• What could have been done differently?

• What should have been done differently?

• What worked well in the planning?

• What can be improved upon the next time?

• Where were the problems, and how can they be fixed in the

future?

COSTS AND TIMELINES VERSUS BENEFITS

• Analysing the correlation between cost of each of the promotional

activities and sales is an important piece to the overall evaluation

• It provides the most accurate evaluation of the campaign’s

effectiveness by showing which activity was most effective on the

target market

• Costs associated with implementing the activities should be

evaluated by comparing actual expenditures against the amount

originally budgeted

COSTS AND TIMELINES VERSUS BENEFITS

Along with cost, time also needs to be evaluated.

• Were the original timelines realistic?

• Was the amount of time allocated to each activity adequate?

• Were there time pressures that could have been avoided?

• Did time have a negative effect on overall activity success?

An excellent tool to aid in this assessment is using time sheet logs

that show how much time each individual spent on each specific task

of an activity. It can be extremely beneficial in determining future

task delegation and time allocation.

RECOMMENDATIONS FOR FUTURE ACTIVITIES

The final step after the feedback has been gathered, the data has

been analysed and previous procedures have been assessed is

preparing conclusions and recommendations that can be used for

future campaigns and activities.

These could be provided in a variety of formats such as:

Report / Presentation / Manual / New policy or procedure

Recommendations can focus on a range of solutions depending on:

Organisation size / Nature of business / Funding / Consumer needs

RECOMMENDATIONS FOR FUTURE ACTIVITIES

Recommendations for future activities should be based on evidence

from customers and the statistics gathered on resulting sales,

customer awareness and market share.

Other information to include in the report:

• Analysis of the costs to implement the promotional activity

• Performance of personnel involved

• Time taken for planning and implementation

• Results and reasons for success or poor performance

LEGISLATION• Australian businesses are obligated to comply with variety of legislation.

• Legislation is a set of rules, regulations or guidelines passed by an act of

parliament (state, territory or Commonwealth).

• Regulatory requirements are the details of a particular Act. They outline

standards dictating how an organisation should operate within the

legislation. The standards are set by the relevant government departments.

• Access to all State and Commonwealth Acts and regulations can be found

online at:

• www.comlaw.gov.au/

• http://www.comcare.gov.au/the_scheme/the_src_act

• http://www.oaic.gov.au/freedom-of-information/freedom-of-information-act/the-freedom-of-information-act

• http://www.fairwork.gov.au/about-us/the-fair-work-system/australias-industrial-relations-timeline

PRESENTATION OBJECTIVES

Now that you have completed this presentation, you will be able to:

• Analyse feedback to determine impact

• Assess effectiveness in planning phase

• Evaluate costs and timelines from activities

• Prepare conclusions and recommendations