Linear SC - Displaying items by tag: process

Thursday, 29 July 2010 12:46

lsc_brand_strategy A well rounded brand strategy is the cornerstone of our program development. Our unique process allows us to distill down what's important and enables us to put your customer at the heart of everything we do. As we begin the "Discovery" phase of our program development, you'll begin to understand that our teams of people are now sharing a common language and process that embodies best practices in the consumer proudcts industry. For more information and how our brand strategies can postively affect your business, please contact us.

Published in Branding

The Promotion Planning and Evaluation Process

Promotion planning is a necessary step when considering sales building programming.

The following chart is designed to guide you through the promotion planning and evaluation process:

Steps	Guideline(s)
Preliminary	Project timing, type and dollar level of competitive promotion activity. Develop a calendar of competitive activity to help determine the competition's strategy. The competitive calendar can also help preempt a competitor's promotional activity.
Preliminary	Consider the brand's promotional history, purchase cycle, seasonality and budget. Were any previous promotions for this brand unusually successful or unsuccessful? Are there findings from previous promotions that can be applied to the current promotion? Is the brand seasonal? If so, what is the best time for promotional activity.
Setting Strategy and Objectives	Determine the objective(s) of the promotion. Make sure the objectives are measurable and have specific time frames.
Setting Strategy and Objectives	Develop the promotion strategy, specifying how each objective will be achieved. Determine the target audience. Is the goal to reach a specific group of people or as many people as possible? What is the promotion budge?
Setting Strategy and Objectives	Examine the available promotion tactics. Select the tactics that best fit the objective, target audience and budget. For maximum impact, find creative ways to integrate consumer trade and sales promotion.
Setting Strategy and Objectives	Specify and schedule the program's logistics. Determine the approval process. Select the types of media to be used. Determine how the creative will be developed and executed. Determine who will notify sales, finance, marketing research, etc. of the promotional plan.
Execution	Execute the promotion.
Monitoring	Monitor the promotion as it progresses. Is the program over or under budget? Do funds need to be reallocated to this program? Can funds be taken from this program and used elsewhere? Are strides being made toward meeting the program's objectives? If not, what will it take to get the program back on track? Should the program be supported with advertising? Are stores keeping the product in stock and readily available to consumer?
Evaluation	Evaluate the promotion. Were objectives met? Was the program unusually successful or unsuccessful? Why? Should this type of program be repeated? What findings can be taken from this program and applied to future programs?

Published in Promotion 101

Development Phases
Discovery	Visualization	Activation
Uncovering provocative patterns and connections, gaining growth goals and focusing teams of people.	Transforming research and insights into something tangible that teams can see.	Charting a plan of action based on insights gained and producing final deliverables.

It is in this first phase that we begin to understand where opportunity is as we seek to gain customer insights in order to get to the core emotional and rational customer motivations. This discovery phase allows us to reach a significant level of customer/consumer understanding.	Applied discoveries take shape during this second phase of development. Agency concepts are formed and client begins to see strategic focus and creative development come together.	A planned approach allows deliverables to reach their final destination on-time.

LSC Approach

Development Phases

Discovery

Visualization

Activation

Brand Strategy

The Promotion Planning and Evaluation Process