Using closure reports to drive successful promotions

Abi Roman

PromoVeritas produce closure reports when promotions end to provide in-depth analysis and inform all the teams involved about the success and challenges that our projects often deliver. Liz Stephenson, Project Performance Manager at PromoVeritas delves deep into why closure reporting is every bit as important as project kick-offs.

“When it comes to running prize promotions, our projects rarely end when the campaign is closed for entries, or when the winners are selected, or even when the last winner receives their prize. Producing a project closure report is how PromoVeritas can truly determine whether or not a promotion was a success and provide valuable insights to help our clients determine how to run future campaigns.

Our closure reports are simply formal written assessments of the promotional project which documents the key findings in a single report. Often containing data analysis of a promotion’s key metrics it provides a clear picture of whether the client’s objectives were fulfilled and what can be learnt from the campaign to repeat or improve in future. They often even answer specific queries that clients want to know more about such as:

  • Demographics of entrants
  • The geographic spread of entries
  • The most popular time of day to enter
  • Number of prizes claimed
  • Social platform metrics

Since the promotions we run at Promoveritas vary greatly in terms of mechanic, prize fund, entries, and geography our closure reports might also cover a variety of results often compiled from our different operations, digital and legal teams. Some of the findings include:

Entry and Winner Data

  • Detailed visual analysis of entry and winner data with narrative interpretation to identify patterns and trends.
  • Entry data – for example by date, weekly, day of the week, time of day, location, gender, age, marketing preferences
  • Winner data – for example claim rate by prize, profiling of winners by age, gender, and location

Customer Journey

If we have built your microsite we will use Google Analytics to share:

  • Number of visits, number of unique users, and number users per day  
  • Devices used – for example mobile, tablet or laptop – to help inform how you build your next campaign
  • How visitors found the site – for example direct, referral or search

Bespoke Reporting

At the outset we can agree to report on bespoke elements of the promotion such as:

  • Entry profile compared to promotional marketing campaign  
  • Identification of products purchased by consumers to enter the promotion
  • Location of site or store from which entries were made

We may need additional information from you (for example your store codes, social media campaign) in order to complete this.

Learnings and Recommendations

Illustrating the most essential lessons from the project is the key.

  • Solution based learnings from the highly experienced Project Team  
  • Recommendations driven by the data analysis
  • Provision of operational insights
Not every promotion requires a closure report but when a great deal of time and budget has been spent on a promotion they are invaluable and can be overlaid with sales data to create a precise picture of how a campaign’s performance. PromoVeritas can produce closure reports for most of our promotional activities and can be included at the proposal stage as one of the project phases. Our clients find them invaluable for sharing a promotion’s KPIs and performance with management and helping to build future marketing plans and budgets”.
To find out more about how we can create meaningful and custom-made closure reports for your next campaign contact us here.