Creative Effectiveness Ladder Guide: 03 Sales Spike

A guide to level three of the Creative Effectiveness Ladder, Sales Spike, for campaigns that created short-term, temporary sales growth.
  • Sales Spike campaigns use creativity to create short-term, temporary growth in sales, market share or profitability for a brand.
  • Sales promotions and direct marketing campaigns remain important parts of the marketing mix for most brands.
  • However, we’re also seeing a pernicious trend toward short-termism due to budgets being fragmented or constrained, or to satisfy marketers’ need to meet quarterly reporting cycles.
  • To achieve at this level, campaigns need to track and measure the short-term performance of sales metrics such as: sales, market share and ROI....

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