Once your team has invested in promotional planning, create the processes necessary for implementation and cross-departmental adoption.

1. part two: IMPLEMENTING
BY MARK KREBS
ALWAYS FORWARD

2. ALWAYS FORWARD

3. ALWAYS FORWARD
Define: the scope

4. ALWAYS FORWARD
Define: the scope
Test offers

5. ALWAYS FORWARD
Define: the scope
Test offers
Determine when to impact sales

6. ALWAYS FORWARD
Define: the scope
Test offers
Determine when to impact sales
Determine advertising cadence

7. ALWAYS FORWARD
Define: the scope
Test offers
Determine when to impact sales
Determine advertising cadence
Develop historical success of ads,
items, and offers

8. ALWAYS FORWARD

9. ALWAYS FORWARD
Classify: the offers

10. ALWAYS FORWARD
Classify: the offers
Profit Generators – generate incremental profit but do not create
incremental units sold

11. ALWAYS FORWARD
Classify: the offers
Profit Generators – generate incremental profit but do not create
incremental units sold
Winners – generate incremental profit and create significant
incremental unit sales

12. ALWAYS FORWARD
Classify: the offers
Profit Generators – generate incremental profit but do not create
incremental units sold
Winners – generate incremental profit and create significant
incremental unit sales
Losers – Generate negative incremental profit and realize
below average incremental unit lift

13. ALWAYS FORWARD
Classify: the offers
Profit Generators – generate incremental profit but do not create
incremental units sold
Winners – generate incremental profit and create significant
incremental unit sales
Losers – Generate negative incremental profit and realize
below average incremental unit lift
Traffic Generators – Generate significant incremental unit sales, but
generate incremental profit for the specific item promoted

14. ALWAYS FORWARD

15. ALWAYS FORWARD
Design: the teams and roles

16. ALWAYS FORWARD
Design: the teams and roles
Content Development

17. ALWAYS FORWARD
Design: the teams and roles
Content Development
Ad item and offer selection

18. ALWAYS FORWARD
Design: the teams and roles
Content Development
Ad item and offer selection
Measurement and analysis

19. ALWAYS FORWARD

20. ALWAYS FORWARD
Create: the action plan

21. ALWAYS FORWARD
Create: the action plan
Would you like to receive an
example Promotional Action
Plan?

22. ALWAYS FORWARD
Create: the action plan
Would you like to receive an
example Promotional Action
Plan?