Week 14 - Evaluating Local Marketing Strategies
Week 14 - Evaluating Local Marketing Strategies
Week 14 - Evaluating Local Marketing Strategies
Amending marketing alternatives being used, including changing media used, revising
frequency of advertising and altering advertising content
Retreating from activities that are demonstrably not working, or which are counter-productive
Extending a limited offer
Re-allocating responsibilities for marketing activities
Modifying timelines in response to positive and negative
issues arising
Responding to action taken by competitors in response to
marketing activities undertaken by the organisation.
Types of adjustments
Adjustments that can be made include, but are not limited to changes to:
Objectives
Strategies
KPI's
Marketing budget
Types of research
Target expectations
Target market segments
Promotional message
Promotional mix
Types of promotions
Mix of promotions
Timing of promotions
Price
Packages
Method of distribution
Marketing management
People involved in marketing activities
Training of marketing personnel
Products and services being promoted and sold
Operational mechanisms.
Now that you have identified a number of adjustments that can be made, it is now time to
formally propose changes to be implemented.
The preferred way to formally propose changes is through a recommendation.
In general terms, the more costly the recommendation in terms of funding and other resources,
the greater the need for a more formal style of recommendation such as providing a proposal
that:
Detail the problem that is at the root of the recommendation
Describes the negative impacts of the above situation
Identifies specific revised targets – which should reflect the
initial targets set in marketing plans that are facing difficulty
such as income, expenditure, percentages, items sold, etc.
Sets revised flags to warn of unacceptable deviations to the
revised targets – this will help identify revised circumstances when actual performance has
deviated unacceptably from revised projected figures
Presents options for rectifying the position – it is always useful to present more than one
possible solution wherever possible
Sets out implementation costs for each
recommendation or option – this should include training,
new SOP's, new promotions
Identifies the benefits of each recommendation or
proposal – raised public image/profile of the business,
greater sales, new target markets
Supplies a formal cost-benefit analysis
Gives realistic timelines for introduction and implementation.
Communicating revisions to relevant people, including sales and customer contact staff
Providing identified resources
Ensuring previous arrangements are altered on the basis of revisions made, including
agreements with advertisers, joint venture partners, suppliers and similar.