{"id":12831,"date":"2018-07-01T12:36:26","date_gmt":"2018-07-01T12:36:26","guid":{"rendered":"http:\/\/clubdeltrade.com\/?p=12831"},"modified":"2023-01-30T19:48:43","modified_gmt":"2023-01-30T19:48:43","slug":"roi-del-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/es\/roi-del-trade-marketing\/","title":{"rendered":"QU\u00c9 SE NECESITA SABER PARA MEDIR EL ROI DEL TRADE MARKETING"},"content":{"rendered":"<p>Para quien est\u00e1 a cargo de los equipos, es esencial entender <b>c\u00f3mo medir el ROI del trade marketing<\/b>. Llegar a ese n\u00famero significa estar al tanto de la relaci\u00f3n entre costo y beneficio en el PDV. Aqu\u00ed en el Club ya hemos hablado sobre la importancia de los<a href=\"https:\/\/club.involves.com\/es\/blog\/kpis-de-trade-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"> KPI de trade<\/a> para seguir la orientaci\u00f3n de sus acciones.<\/p>\n<p><b>Aumentar las ventas <\/b>se vuelve interesante de acuerdo con el apalancamiento operativo de la empresa. La variaci\u00f3n de la rentabilidad siempre estar\u00e1 relacionada con las ventas realizadas. Sin embargo, elevar las ventas no quiere decir que todos los PDVs est\u00e9n activados y validados positivamente en su planificaci\u00f3n.<\/p>\n<p><strong>\u00bfSabes cu\u00e1l es el costo de un promotor? \u00bfTienes idea de cu\u00e1nto representa un promotor en la facturaci\u00f3n total de la empresa?<\/strong> Si ya organizaste la operaci\u00f3n y sigues una Gu\u00eda de Ejecuci\u00f3n, este post va a ser revelador y permitir\u00e1 que comiences a medir tu trade.<\/p>\n<ul>\n<li>Lee m\u00e1s <a href=\"https:\/\/club.involves.com\/es\/materiales-educativos\/ebook\/guia-de-ejecucion\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00abGu\u00eda de Ejecuci\u00f3n &#8211; c\u00f3mo alinear estrategias y equipo de campo\u00bb<\/a><\/li>\n<\/ul>\n<h2><b>C\u00d3MO MEDIR EL ROI DEL TRADE MARKETING<\/b><\/h2>\n<p>Tu operaci\u00f3n necesita estar muy bien organizada. Tenemos un valioso tip sobre c\u00f3mo hacerlo al final de este post. Para calcular el costo de un PDV en tu operaci\u00f3n, <b>considera la hora del promotor y multipl\u00edcala por el tiempo que este pasa en el lugar.<\/b> Si no sabes el costo por hora, divide el salario por el n\u00famero de horas de la jornada de cada uno.<\/p>\n<p>Las dem\u00e1s variables que pueden entrar en ese costo son el reembolso del desplazamiento del <a href=\"https:\/\/club.involves.com\/es\/blog\/promotor-de-ventas\/\" target=\"_blank\" rel=\"noopener noreferrer\">promotor de ventas<\/a>, el costo de la <a href=\"https:\/\/club.involves.com\/es\/blog\/herramienta-de-trade-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">herramienta de trade marketing<\/a> diluido entre los meses del a\u00f1o (si existe), la remuneraci\u00f3n del supervisor (tambi\u00e9n proporcional al tiempo que se gast\u00f3 para ese PDV).<\/p>\n<p>Esta informaci\u00f3n puede contribuir con una idea global de la operaci\u00f3n, as\u00ed como segmentar todav\u00eda m\u00e1s el c\u00e1lculo: dependiendo del alcance de la actuaci\u00f3n de la empresa, medir el ROI del trade marketing permitir\u00e1 que realices el an\u00e1lisis regi\u00f3n por regi\u00f3n y, por supuesto, punto de venta por punto de venta.<\/p>\n<h2><b>LA F\u00d3RMULA DEL ROI<\/b><\/h2>\n<p>No siempre el promotor tendr\u00e1 una influencia directa en las ventas, pero si se ejecutan las <b>estrategias de acuerdo con la planificaci\u00f3n<\/b>, eso s\u00ed se podr\u00e1 medir. Todos los procedimientos interfieren directamente en el c\u00e1lculo de costos: reposici\u00f3n, aplicaci\u00f3n de material de merchandising y el tiempo dedicado al punto de venta.<\/p>\n<p>Una empresa tiene como objetivo aumentar su participaci\u00f3n de mercado. Mejorar la posici\u00f3n competitiva naturalmente ampliar\u00e1 la oferta de productos y, por consiguiente, la inversi\u00f3n en marketing.<\/p>\n<p>Las metodolog\u00edas m\u00e1s sencillas aplican la divisi\u00f3n entre las ventas incrementales generadas por la inversi\u00f3n en marketing. Las m\u00e1s complejas filtran detalladamente el porcentaje que determinada inversi\u00f3n en marketing le ha contribuido a la empresa.<\/p>\n<p>Podemos aplicar la siguiente f\u00f3rmula para que empecemos a tener una idea de los resultados en n\u00fameros, donde:<\/p>\n<ul>\n<li>a = Incremento de ingresos atribuible al programa de trade marketing<\/li>\n<li>b = Contribuci\u00f3n de la empresa durante el per\u00edodo analizado<\/li>\n<li>c = Inversi\u00f3n total en trade marketing<\/li>\n<li>d = ROI<\/li>\n<\/ul>\n<h2><b>d = (a.b-c)\/c<\/b><\/h2>\n<p>Suponiendo que el incremento sea de U$ 7 200 000, que el margen de contribuci\u00f3n de la empresa sea del 12%, y que la inversi\u00f3n total en trade sea de U$ 760 000, el resultado del ROI es del 14%. Eso quiere decir que el 14% regres\u00f3 a la empresa en t\u00e9rminos de m\u00e1rgenes incrementales, incluyendo la deducci\u00f3n de las inversiones en esas actividades.<\/p>\n<h2><b>INDICADORES DE CANAL<\/b><\/h2>\n<p>Para sumergirnos a\u00fan m\u00e1s en los indicadores, tambi\u00e9n puedes definir cu\u00e1nto rinde el PDV en facturaci\u00f3n. Se tiene que partir de un an\u00e1lisis macro para, en seguida, analizar cada punto individualmente.<\/p>\n<div id=\"attachment_12832\" style=\"width: 730px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" aria-describedby=\"caption-attachment-12832\" class=\"size-full wp-image-12832\" src=\"http:\/\/club.involves.com\/es\/wp-content\/uploads\/2018\/07\/formula.png\" alt=\"ROI\" width=\"720\" height=\"144\" srcset=\"https:\/\/club.involves.com\/es\/wp-content\/uploads\/2018\/07\/formula.png 720w, https:\/\/club.involves.com\/es\/wp-content\/uploads\/2018\/07\/formula-300x60.png 300w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><p id=\"caption-attachment-12832\" class=\"wp-caption-text\">ROI<\/p><\/div>\n<p><b>Este KPI evaluar\u00e1 la distribuci\u00f3n de la empresa.<\/b> Supongamos que el resultado sea 70%. Eso significa que a cada 100 puntos de venta que comercialicen determinada categor\u00eda, 70 comercializan productos de la empresa en cuesti\u00f3n.<\/p>\n<h2><b>\u00bfPARA QU\u00c9 SERVIR\u00c1 EL ROI?<\/b><\/h2>\n<p>Es fundamental que se estructure el c\u00e1lculo de ROI en la empresa, eso hace que la informaci\u00f3n sea m\u00e1s precisa a trav\u00e9s del <b>uso de una tecnolog\u00eda en la operaci\u00f3n<\/b>. Adherirse a una tecnolog\u00eda en la ejecuci\u00f3n del trade es determinante para posibilitar el c\u00e1lculo exacto del ROI de la empresa.<\/p>\n<p>Si el departamento define que un promotor no puede costar m\u00e1s del 3% de la facturaci\u00f3n de una tienda (considerando siempre el tiempo que el empleado pase en el lugar), un completo\u00a0<a href=\"https:\/\/club.involves.com\/es\/blog\/sistema-de-trade-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">sistema de trade marketing<\/a>\u00a0es ideal para descubrir c\u00f3mo medir el ROI del trade marketing.<\/p>\n<p>Saber si un PDV est\u00e1 siendo positivo en la relaci\u00f3n costo y beneficio no es importante apenas para justificar el <b><i>budget <\/i><\/b><b>disponible para la operaci\u00f3n de trade<\/b>. Este es el \u00edndice que va a equilibrar tu operaci\u00f3n tambi\u00e9n en situaciones puntuales, como <a href=\"https:\/\/club.involves.com\/es\/blog\/ruteo-de-la-fuerza-de-ventas\/\" target=\"_blank\" rel=\"noopener noreferrer\">optimizar el tiempo de la fuerza de ventas<\/a>.<\/p>\n<p>\u00bfPor qu\u00e9 un promotor, haciendo la misma cantidad de PDVs en una regi\u00f3n y con el mismo n\u00famero de SKUs, gasta m\u00e1s tiempo que otro? Eso es lo que vas a descubrir cuando efectivamente puedas medir el ROI del trade marketing. Ese \u00edndice tambi\u00e9n te va a ayudar a identificar oportunidades.<\/p>\n<p>Por \u00faltimo, entender por qu\u00e9 el promotor pasa m\u00e1s tiempo en una tienda u otra, cantidad de SKUs, justificaciones para los porcentuales y el enfoque de los problemas son respuestas que vas a obtener cuando pienses en todos los n\u00fameros de los puntos de venta, y no solamente en las ventas. Por lo tanto, reflexiona sobre tu operaci\u00f3n y comenta si tienes dudas o necesitas alguna ayuda del equipo del Club.<\/p>\n<p>\u00bfYa conoces nuestra\u00a0<strong><a href=\"https:\/\/club.involves.com\/es\/materiales-educativos\/ebook\/guia-del-trade-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Gu\u00eda Definitiva del Trade Marketing<\/a><\/strong>?<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-d05dbf1c-ba26-4d63-820c-202ad6b9bd0a\"><span class=\"hs-cta-node hs-cta-d05dbf1c-ba26-4d63-820c-202ad6b9bd0a\" id=\"hs-cta-d05dbf1c-ba26-4d63-820c-202ad6b9bd0a\"><!--[if lte IE 8]>\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5315393\/d05dbf1c-ba26-4d63-820c-202ad6b9bd0a\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-d05dbf1c-ba26-4d63-820c-202ad6b9bd0a\" style=\"border-width:0px;\" height=\"260\" width=\"1170\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/d05dbf1c-ba26-4d63-820c-202ad6b9bd0a.png\"  alt=\"cta guia definitiva trade marketing\"\/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(5315393, 'd05dbf1c-ba26-4d63-820c-202ad6b9bd0a', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">KPI<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">ROI<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Para quien est\u00e1 a cargo de los equipos, es esencial entender c\u00f3mo medir el ROI del trade marketing. \u00a1Profundiza m\u00e1s sobre el tema!<\/p>\n","protected":false},"author":4,"featured_media":13208,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[275,277],"tags":[54,55],"class_list":["post-12831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-ventas-y-sell-out","tag-kpi","tag-roi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo medir el ROI del Trade Marketing | Club del Trade<\/title>\n<meta name=\"description\" content=\"Para quien est\u00e1 a cargo de los equipos, es esencial entender c\u00f3mo medir el ROI del trade marketing. \u00a1Profundize m\u00e1s sobre el tema!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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