In the continuation of a series of posts on shifting major portions of a marketing budget around, this post looks at the goal of "Driving Growth" and lists out a series of questions that could form projects.
Since growth focuses on results, the questions in this post tend to focus on monetary issues. I'll save the consumer/customer questions to a post on building brand and category leadership.
- How do sales change with respect to specific marketing activities?
- How much of the effect of a tactic is offensive (lift/incremental) and how much is defensive (baseline/erosion)?
- What is the sensitivity in sales to different marketing mix allocations?
- What is the source of promotional sales? Brand, category, store, net-new?
- What level of digital air cover is required to replace offline air cover?
- To what extent to national decisions impact local sales?
- What is the interaction between tactics?
- Where is there headroom to actually grow the business?
- What role does competitive presence play in our sales?
- How much of a store's growth is controlled by the organization?
- How can content be repurposed and distributed to impact sales?
- What friction in the current business model prevents sales?
- Which current non-digital steps could be (should be??) made digital?
- How can decisions in-store be facilitated with mobile content and features?
- What is the role of communal content (reviews, social) in making/speeding the choice process?
- How should budgets be allocated geographically?
- How do we forecast or extrapolate from a test to a broad roll out?
- What digital/retail trends will work for us over 3-5 years?
- What is the allowable marketing cost of each tactic in each area?
- Do the puzzle pieces form more than one marketing plan?