The building blocks
Brand
└─ Campaign e.g. Sunny Malt Summer Refresh, 1 Oct – 30 Nov
└─ Activation e.g. Accra Mall Tasting & Sales, 15 Oct – 14 Nov
├─ Locations where it happens (one or more)
├─ Promoters who works there
├─ Products what's sold, with stock and prices
├─ Promo items what's given away: samples, merchandise, game prizes
└─ Games Spin the Wheel, Trivia, Mystery Box- A campaign is a brand's promotion as a whole, with its dates, goal and targets. Its report adds up all its activations.
- An activation is the work on the ground: one event or run of days, in one or more places. Its dates must fit within the campaign's.
- A promoter can be on more than one activation, but not on two whose dates overlap.
Statuses
Activations
| Status | What it means | What promoters see |
|---|---|---|
| Draft | Still being set up | Not launched yet. They can't record anything |
| Active, before its start date | Ready, waiting for its start date | Not started yet |
| Active, between its dates | Running | Everything works |
| Inactive | Paused by a manager | Paused. They can't record anything until it's active again |
| Completed | Over. Its promoters are free for other activations | Ended |
| Cancelled | Called off | Cancelled |
An activation also ends by itself after its end date. Days run from midnight to midnight, Ghana time.
Campaigns: Active, Paused, Completed or Cancelled. Pausing, completing or cancelling a campaign does the same to all its activations. See Edit, pause, end or cancel a campaign.
What gets recorded
At the stand, promoters record:
- Sales: the products, how they were paid, the buyer's phone number, and their ratings.
- Promo items: a sample or merchandise, handed over when the shopper's SMS code is entered.
- Game plays: who played, and what they won.
- Where: the promoter's location at that moment, if their phone allows it.
Everything appears in the reports straight away.
How results are counted
| Figure | How it's counted |
|---|---|
| People reached | Each different phone number that bought something, was given a promo item, or played a game. Someone who does all three, or comes back, counts once |
| Revenue | Paid sales only. A sale waiting for payment, voided or failed doesn't count |
| Promo items collected | Only those handed over with the shopper's code. An expired or cancelled one doesn't count |
| Ratings | The stars buyers and shoppers give when a sale or promo item is recorded |
| Did trying it lead to buying? | The same phone number, from a sample or a game to a paid sale, in the same activation or anywhere in the campaign |
Targets
Each activation has targets, such as people reached and revenue. Reports show where each one should be by now, and whether it's on track, ahead or behind. A campaign's targets add up its activations'.