Measuring the effectiveness of the promotional program

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Measuring the effectiveness of the promotional program

  1. 1. Measuring the Effectiveness of the Promotional Program
  2. 2. Tujuan1. Menghitung efektivitas Program Marketing yang sudah dilakukan oleh Team Marcomm dalam sebuah perusahaan2. Menghitung R.O.I dalam Program Marketing
  3. 3. Tools Media1. Konvensional Media:• Broadcast: Television and radio news• Print: Majalah, koran dan Tabloid• Out of Home: Billboard, Bus Advertising, Umbul-Umbul, Neon signate2. Digital Media• Banner ads, Email Marketing, Social Media
  4. 4. Measuring Program1. Cost Ratio for Impression (COST OF INVESTMENT)CRI = (Audience) 2. Cost Ratio for Sales COST OF INVESTMENT CRS = Revenue in Program
  5. 5. Contoh Campaign S Nexian Mahakarya RCTI
  6. 6. Contoh CampaignS Nexian Selamat Begi Prambors
  7. 7. Contoh CampaignTEBS Java Jazz
  8. 8. Contoh Campaign Tehbotol Sosro PRJ
  9. 9. Contoh Digital Campaign S Nexian Corporate Branding
  10. 10. R.O.I Non-Financial FinancialInvesment Action Reaction Profit Profit • Campaign • Positive respons • Awareness • Selling • Advertising • Negative respon • Interest
  11. 11. Rumus R.O.I (PROFIT FROM INVESTMENT - COST OF INVESTMENT)ROI = COST OF INVESTMENT (Rp. 590.099.000 - Rp. 140.000.000)ROI = Rp. 140.000.000ROI = 3.21
  12. 12. Terima Kasih www.agungsetiawan.comhttp://marketingpalsu.wordpress.com @AgungpumA

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