1. How to allocate promotional spending to gain
maximum Return-On-Investment?

2. Inspiration Graphic
Execution
Monitoring&AnalysisPlanning
Review
Baseline
Incremental
Joint
Business
planning
Cost of in-efficiency
2) B2B Forward Buying
1) Brand - Promo slot
allocation
3) Promoted baseline

3. .. Define the goals of your
promotions

4. Know the impacts of your customers promotional
vehicle on your business.
..but also look beyond your
own interests and find a
common ground.

5. All promotional execution is a touch point to your
consumers.

6. Identify the drivers of success of your brand-
promotion combinations.

7. Safeguard the action ability of your findings trough
joint business- or key account planning.

8. Key Learning:
1) Promotions are complex and often a
key battleground!
2) Less is more! do not over-promote
your biggest brands.
3) Some Brands are just not profitable
enough.
4) Promo slots are scarce.
5) ROI will improve if you act wisely on
your promo planning.
6) Data crunching is a crucial and time
consuming process.