Page 5: Evaluating promotional activity
Promotional activity is expensive and a business needs to be able to measure the return on the investment (ROI) it has made in developing and implementing promotional campaigns. A business also needs to learn from the marketing initiatives it carries out so that the findings can be used to improve future strategies.
Learning from the experience of both their 2012 and 2013 CN restaurants, and the use of hash-tags on the door drop bags initiatives has shown Kellogg’s the benefits of utilising social media, especially when trying to reach a wider and younger audience. By developing and delivering a digital strategy that worked alongside the CN restaurant, Kellogg’s significantly increased the number of customers reached by the activity amongst those who were unable to attend the restaurant in 2013. The use of Twitter competitions enabled Kellogg’s to engage with a wider audience.
The first competition, ‘tip with a pic’, encouraged visitors to take photos of themselves and friends, upload them to Twitter and use the hash-tag ‘CrunchyNutTip’; this competition reached 86,893 people, with 323,492 impressions served by the hash-tag. For those who were unable to attend the restaurant, Kellogg’s launched a second competition which allowed the company’s wider Twitter community to get involved for a chance to win a year’s supply of CN Chocolate, reaching 766,132 people and 2,285,167 impressions served by the hash-tag ‘CrunchyNutChocolate’. Kellogg’s use of social media demonstrates how a business can engage with and generate excitement in its products, achieving a far greater reach than traditional marketing techniques.
Monitoring and evaluating promotional activity generates sales and financial data that enables a business to measure key information. This includes consumer product preferences, increase or decrease in market share and the level of sales growth as a result of the promotional activity.
Kellogg’s, by data sampling and measuring the effectiveness of their promotional activity, have shown that effective targeting drives ROI, for example targeting households is more effective than mass-sampling at events.