Entering the final quarter of the year, many CPG finance executives are balancing evaluating key performance indicators to explain this year’s business while also reviewing the 2017 budget and projections. Furthermore, as we have stated in previous posts (see Not my job? Or is it? More CFO’s are...
When we think of trade promotion investment we tend to focus on connecting isolated events to overall brand or category performance. This is challenging by itself due to a limited ability of some Consumer Goods companies to harmonize their data and gain visibility to a quantified ROI of promoted...
CEO of T-Pro, Terry Ziegler, provided some tips in Progressive Grocer for making the most of your trade marketing investment. Below is what he had to say:
Claims that Trade Promotions and Shopper Marketing are dead overlook the potential of improved practices, new capabilities, and quantifiable results and that Trade Promotion Optimization makes possible.
Data. It’s everywhere. CPG companies collect it, pay for it, cleanse it and analyze it. But the question remains, how effectively are we using it?
As we progressively become a digital society, it naturally makes sense that data and business models become digital as well. CPG companies are now making the shift to digital for their advertising and innovative new product development, however, they're slow to improve upon trade promotion. If you...
While improved, measurable trade promotion performance and planning capabilities are highly desirable by today’s CPG companies, Trade Promotion Optimization is still a concept that leaves organizations skeptical about the ability to produce results.
One of the realizations that trade promotion teams experience upon implementing a TPO is the visibility into a wide range of metrics that were not possible before. The shift from being data-blind to drowning in data can choke an organization’s productivity, leaving them worse off than before the...
In the first part of this 2-part blog examining the CPG industry’s reluctance to adopt disruptive technologies, especially when it comes to trade promotion, we identified the common objections to implementing a disruptive solution such as Trade Promotion Optimization.
These concerns include:
- Cost
- ...
When it comes to trade promotion optimization, many CPG decision makers accept that current performance is as good as it gets. In fact, Dale Hagemeyer, Partner and Board Member of the Promotion Optimization Institute, says in Consumer Goods Technology’s Reader’s Choice awards, “The surprise is that...