Promotion checks

Promotions give your products “a face“. Beyond the intensification of the relationship between the brand and the consumer, promotions can therefore also be used as an effective sales enhancing instrument.

The design and implementation is very demanding, especially for broad-based promotions. Besides the organisation of suitable promotion areas and a large number of logistics challenges (e.g. assembly/disassembly and transport of the promotion stands), sound personnel planning is required above all. It is firstly important to select and train a suitable team and to plan all the working times. Furthermore, it must be ensured that the promotion personnel is also motivated for working on-site.

The FairControl Promotion Checks allow you to evaluate and monitor the success of your promotions systematically.

Goals

  • Precise measurement of the success of your promotion campaigns and the development of solution proposals to optimise your promotion strategy
  • Systematic monitoring and control of the purchasing impulse
  • Optimal design of your promotion messages in regard to: Memorability, understanding and credibility of the product messages communicated
  • Measurement of the promotion contacts achieved
  • Quality control of the promotion personnel deployed

Study contents

  • Messages:
    Are the brand and product messages successfully communicated? What messages stick in the memory, which don’t?
  • Purchase impulses:
    Do you succeed in awakening interest in the products presented? Can the promotion raise the readiness of the target persons to try and/or buy?
  • Scope / promotion awareness:
    How wide is the scope of your promotion, i.e. how many target persons were in contact with it? What share of visitors in the immediate vicinity noticed the promotion?
  • Image impact:
    How is the promotion emotionally perceived? How is the atmosphere and design of the promotion stand (if present) evaluated? Does the presentation and the appearance of your promotion personnel fit your image?
  • Service quality of the promotion personnel:
    Does the promotion staff approach the visitors in a polite, friendly and committed way?
  • Advisory competence:
    How credible do the promotion staff come across? Are the explanations and information on the products presented intelligibly and comprehensibly?

  • Working times:
    Are the stipulated operating times observed? Is the promotion staff really at the appointed place at the appointed time?

Instruments

The instruments we use for our Promotion Checks include:

  • Survey of the persons addressed
  • Mystery visits
    for objectively checking or the motivation, advisory competence and service-orientation of your promotion personnel
  • Behavioural observation of the promotion personnel
    • standardised behavioural observation with the aid of a precisely defined catalogue of criteria
    • for the objective documentation of the work of your promotion personnel (working times, readiness to initiate conversation, dress according to agreements etc.)