Holiday Promotion Brief — Measurable Sales Goal
September 9th, 2008 • Posted by Spa Kat • Permalink
Let me be upfront right now. There is a reason I majored in marketing in college and not accounting. I just don’t have the patience for all those formulas that give you a sense of a business's bottom line. I know it is important but it lacks the excitement of my side of the business equation. That said, when it comes to advertising and holiday promotions I love to measure everything. It’s fun and there is nothing better than seeing a direct revenue jump from a planned holiday promotion that exceeds expectations. It just gives you a warm holiday feeling inside.
Your ability to measure your success based on original objectives also creates a benchmark for the future. If the promotion is successful, look for ways to improve and expand your holiday promotion next year and increase your budget accordingly. It will give you the confidence to build and grow your advertising plans.
- Background (situation Analysis).
- Target Audience.
- Measurable sales goal.
- Strategy.
- Tactics.
- Budget.
Hit the mark this year by knowing what you want from your promotion before you put it in motion. The objective is to increase sales/margins over a particular time period based on previous years. It is a projection, a forecast and serves to guide future marketing investments.
It is critical to know how much your promotion costs, so add up all the expenses associated with the promotion. It is also important to try to identify the sales that result from the promotion over a specific time period. A concrete ROI (return on investment) will make your accountant sing.
Beyond quantitative there are the qualitative objectives that you hope to reach through your holiday promotion. Here are some favorites; you can add your own.
- Build awareness of your spa business and the services offered.
- Boost target customer traffic to your spa and business website.
- Increase the number of new customers utilizing your services.
- Encourage existing customer loyalty.
By understanding exactly what you want before you launch your holiday promotion you will be ready to meet success head on.
Posted in Holiday Promotion Brief, Spa Marketing, Spa Business Management, General • Share • Trackback