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Simon Elsby
APAC Sales & Business Development Director at Exceedra
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The Bloody Big Drinks Summit
October 25, 2021, Online
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The Off Premise Liquor Industry’s Ongoing Love Affair with Promotions
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About the talk

Keyrings. Stubby holders. Bar fridges. Glassware. Brands and Off Premise retailers spend a fortune on these and other types of merchandise as promotional prizes and giveaways. How should brands be looking at the role of price discounts and promotions across both offline and online stores and platforms?

How do you measure the ROI of promotions easily and automatically? Could the dollars be better spent on other types of promotions? How do you know if the support you’re providing both in-store and out-of-store underneath new product launches is hitting the mark? In other words, how do you improve the effectiveness of promotions?

By systemising trade promotion management and optimisation (‘TPM/O’) to continuously track whether promotions are working or not working. The TPM/O system provides visibility. Visibility of P&Ls, customers, brands, and promotions. Visibility of ROI, to enable you to see which promotions have a negative or positive ROI to adjust your promotions strategy. Say, switching keyrings or glassware to another form of giveaway, or to reduce the number of giveaway style promotions and channel the funds into other types of mechanics based on your promotional objectives. TPM can also prove or disprove the effectiveness of your promotional strategy itself. Visibility of which promotions perform to a minimum ROI standard, i.e. 20%. Visibility of trading terms and any SKU’s cannibalised by the promotion. Visibility of which promotions benefit the brand and which benefit the retailer, based on inputs around messaging and attributes such as support spend on catalogue and above the line media.

00:00 Intro

01:35 Trends that had been impacting the industry

03:00 Industry Challenges – Promotions

04:52 About prices

05:31 Impact of Pandemic

08:27 One-size-fits-all no longer applies

09:29 Promotion strategy

11:11 Planning

13:45 Examples

17:53 What we think good looks like

20:20 Case Study 1

21:30 Case study 2

22:24 Getter better predictability

24:24 Summary

About speaker

Simon Elsby
APAC Sales & Business Development Director at Exceedra

Senior FMCG business leader with over 25 years’ experience in shopper and category strategy development, omni-channel & customer leadership, revenue and trade spend management, orqanisational performance and capability building working within liquor, grocery healthcare, consumer electronics, and retail sectors.

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