Page: FAQs
Frequently asked questions
Understanding
- What drives my sales?
- What are the key performance indicators relevant for the growth of my business?
- How seasonal is my brand?
- How incremental has the launch been?
- What have been the effects of competitive activity on my brand?
- Which of my activities steal from my competitors?
- Does my advertising work?
- How do consumers respond to my advertising?
- Are there medium / long term effects from my advertising?
- What is the role of advertising to the longer term health of my brand?
- Has the advertising recruited new consumers and / or increased usage from loyalists?
- Does advertising play a role in increasing conversion from enquiries into subscriptions or sales?
- Are door drops and store magazines valuable marketing tools for my brand?
- How effective is off-line media in driving on-line applications?
- What effect has changing price had and how does it compare to promotional effectiveness for my brand?
Accountability and ROI
- Do returns vary by time of year?
- Do responses vary by geography or type of consumer?
- Are returns different by store type?
Communication channels
- How can I provide accountability for and justify my planned media budget?
- Which media channel gives the best return on my investment?
- Is it already in diminishing returns?
- Should I be using an additional communication channel?
- Which ads halo across the brand portfolio?
- Are colour ads worth the extra cost?
- Which creative works best?
- Are longer / bigger ads worth the cost?
- What has been the role of DM?
Price and Promotions
- What is the optimal pricing policy between my SKU's?
- What is the price elasticity for my brand?
- Will increased revenue outweigh lost sales from a price increase?
- Is my brand affected by changes in its own price, or price relative to a competitor – if so, which one?
- Do price thresholds exist for my brand?
- Which promotional mechanics give me the greatest sales uplifts and financial returns?
- How valuable is display to promotional effectiveness?
Planning and Consultancy
- How can I achieve my sales target?
- How do I best leverage the marketing activities to grow my brand?
- How can I increase the sales effect of my advertising budget?
- If my marketing budget is cut, what changes should be made to minimise the loss?
- Is it profitable to increase the advertising budget by £500k?
- Can I compare the sales effects of alternative media plans?
- Should I be reacting to predicted extremes in weather or illness?
- Can I reduce the seasonality of my brand?
- Given the high seasonality in the market, which plan will maximise my sales?
- What is the most effective marketing plan for the product launch?
- How do I most effectively support my portfolio throughout the year?
- Which activities will help drive penetration?
- What should I do to improve the brand health indicators?
