Evaluating promotions cost effectively
This paper describes how a programme of research based around a novel means of collecting data has enabled Heinz to optimise its performance in the promotions area and develop a framework within which the performance of specific promotions can be evaluated. Though Heinz used traditional research to evaluate the success of consumer promotions, the costs of these relative to the promotion cost, meant that no consistent framework for evaluation was used to track the effectiveness of individual promotions. This paper describes the development of a more cost-effective way of providing tactical data to marketing, using sales promotion techniques (in the form of foil-printed self-completion questionnaires) to gather profile data from those responding to particular offers. The paper presents some findings from a detailed study of three live promotions based on a total sample of 20,037 responding from a postal study and a further 1,531 telephone interviews conducted amongst a sample of postal non-responders. It also outlines how Heinz are using this and other data to provide a means of evaluating promotional effectiveness.
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