--- title: "Analytical Summary Models Essential for Terminal Promotions" description: "Terminal promotions have become the norm, with companies employing various tactics at the retail level. After a promotion ends, it is crucial to analyze whether it achieved its intended effects, the return on investment, and any shortcomings in execution. This article outlines key analytical points, including whether promotional objectives were met, whether basic requirements such as sales targets, display standards, store coverage, input-output ratio, and promoter quality were fulfilled, and the importance of examining details." author: "刘杰" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2015-01-16" language: "en" canonical: "https://xinjignxiao.com/en/articles/analytical-summary-models-essential-for-terminal-promotions-ad581e5f/" markdown: "https://xinjignxiao.com/en/articles/analytical-summary-models-essential-for-terminal-promotions-ad581e5f.md" original_source: "https://mp.weixin.qq.com/s/OswASKi2lm_5MJRueazxFg" translation: "https://xinjignxiao.com/zh/articles/%E7%BB%88%E7%AB%AF%E4%BF%83%E9%94%80%E5%BF%85%E7%9F%A5%E7%9A%84%E5%88%86%E6%9E%90%E6%80%BB%E7%BB%93%E6%A8%A1%E5%9E%8B-ad581e5f.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/analytical-summary-models-essential-for-terminal-promotions-ad581e5f/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Analytical Summary Models Essential for Terminal Promotions > Terminal promotions have become the norm, with companies employing various tactics at the retail level. After a promotion ends, it is crucial to analyze whether it achieved its intended effects, the return on investment, and any shortcomings in execution. This article outlines key analytical points, including whether promotional objectives were met, whether basic requirements such as sales targets, display standards, store coverage, input-output ratio, and promoter quality were fulfilled, and the importance of examining details. **Friendly reminder: Click the blue text above “New Distribution Professional Consulting for FMCG Distributors” to learn more about marketing and distributor internal management.** Terminal promotions have become a norm, and companies of all types have almost exhausted their efforts at the retail level. After a promotional campaign ends, it is necessary to seriously consider and study whether the promotion achieved the expected results, what the input-output ratio was, and what deficiencies existed during execution. **1. Were the promotional objectives achieved?** A promotional campaign is always launched with specific goals in mind. Therefore, after the promotion ends, the first thing to analyze is whether the campaign achieved its intended promotional purpose. Whether the basic purpose of the promotion is realized is one of the key factors in measuring the success of the promotion! In general, promotional activities have the following purposes: brand promotion, sales increase, combating competitors, and enhancing terminal customer relations. **2. Did the basic requirements of the promotion meet standards?** **1) Did the sales of promotional items meet targets?** A promotional campaign may target a single item or multiple items simultaneously. Analyzing a single item is relatively easy, while analyzing multiple items is more complex. For example, Company Y launched a promotion on its confectionery, snack, and chocolate products simultaneously at the terminal, offering a gift worth 20 yuan for every 100 yuan spent. The purpose of this promotion was to increase product sales, and the company set overall sales targets as well as sales targets for each promotional item. In summarizing and analyzing this promotion, we cannot simply look at whether total sales were achieved; we must further analyze whether the sales targets for the confectionery, snack, and chocolate products were each met. **2) Did display requirements meet standards?** Successful terminal promotions often require support in the form of specific displays, such as bulk food promotions requiring special displays like bulk goods counters or floor stacks. Companies typically develop detailed terminal display plans and requirements before the promotion begins, but during actual execution, did the display requirements meet standards? Why not? These issues should receive sufficient attention in the promotion summary analysis. **3) Did the number of executing stores meet requirements?** Terminal promotions are often carried out simultaneously in multiple retail stores, and companies determine the required number of terminal stores before the promotion starts. Similarly, in the post-promotion summary, we must analyze whether the actual number of stores that executed the promotion met the expected target and identify the reasons for any gaps. **4) Was the input-output ratio reasonable?** Planning and implementing terminal promotions require companies to invest certain resources, and in actual execution, companies often tend to overlook the analysis and control of the input-output ratio! When analyzing the input-output ratio, we should also consider the main purpose of the promotion. If the main purpose is to promote the brand or enhance terminal customer relations, we cannot only consider sales factors but must look at the actual benefits gained from the promotion. **5) Did the quality of promoters meet standards?** In most cases, terminal promotions are accompanied by on-site promotional staff. The image, sales pitch, and promotional skills of the staff significantly affect actual sales achievement. Promoters play a role similar to the "final shot" in a football match! Therefore, in the summary analysis of each promotion, we should also give sufficient attention to the promoter segment. For promoters whose sales pitches and skills are not up to standard, targeted training should be provided to improve their performance in the next promotion. **6) Did various detail requirements meet standards?** At the level of basic promotion requirements, in addition to the five points mentioned above, companies should also pay attention to whether various detail indicators during execution meet standards. For example, are the promotional items consistent with the terminal brand image publicity? Are price indicators conspicuous? Are the props needed for the promotion complete? Are promotional gifts sufficiently prepared? And so on. Daonong recently opened a public account specifically discussing how traditional enterprises can do WeChat marketing well. If you are interested, you can follow it. 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