{"id":13768,"date":"2019-03-01T10:22:37","date_gmt":"2019-03-01T10:22:37","guid":{"rendered":"http:\/\/clubdeltrade.com\/?p=13768"},"modified":"2023-01-30T17:51:23","modified_gmt":"2023-01-30T17:51:23","slug":"como-calcular-el-roi-de-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/es\/como-calcular-el-roi-de-trade-marketing\/","title":{"rendered":"\u00bfC\u00f3mo Calcular el ROI de Trade Marketing?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Calcular el ROI de trade marketing, \u00bfc\u00f3mo? Medir los resultados de trade marketing, \u00bfpara qu\u00e9? Hay un dicho que ya es recurrente en el <\/span><a href=\"https:\/\/club.involves.com\/es\/blog\/trade-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">trade marketing<\/span><\/a><span style=\"font-weight: 400;\"> que es: \u00abel <\/span><a href=\"https:\/\/club.involves.com\/es\/blog\/que-es-el-merchandising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">merchandising<\/span><\/a><span style=\"font-weight: 400;\">\u00a0no es un centro de costos, sino un centro de beneficio para las organizaciones\u00bb. Y, de hecho, lo es. Pero cuando reflexionamos sobre la traducci\u00f3n de este dicho en la pr\u00e1ctica, aparece la necesidad de indagar m\u00e1s profundamente: \u00bfc\u00f3mo podemos traducir este concepto a nuestro d\u00eda a d\u00eda?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre las mayores incertidumbres de los <a href=\"https:\/\/club.involves.com\/es\/blog\/herramientas-obligatorias-para-la-gestion-de-trade-marketing\/\" target=\"_blank\" rel=\"noopener\">gestores de trade marketing<\/a> y merchandising est\u00e1 c\u00f3mo lograr cuantificar las inversiones realizadas por el \u00e1rea, o sea, calcular el ROI de trade marketing, medir los resultados de trade marketing. Ya que estos n\u00facleos tienen como objetivo principal ser los motores de los ingresos en las organizaciones, la creaci\u00f3n de indicadores s\u00f3lidos es fundamental para la gesti\u00f3n de la operaci\u00f3n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cuando avanzamos hacia la consolidaci\u00f3n del \u00e1rea y necesitamos mayores inversiones, ya sea en estructura o en acciones, lo que la junta directiva nos responde es \u00abNos parece bien, pero \u00bfcu\u00e1l es el ROI?\u00bb. En este momento, muchos de nosotros hemos salido de manos vac\u00edas, sin una respuesta efectiva, por no calcular el ROI de trade marketing o no medir los resultados de trade marketing.<\/span><\/p>\n<blockquote><p>El merchandising\u00a0no es un centro de costos, sino un centro de beneficio para las organizaciones.<\/p><\/blockquote>\n<h2><b>Al fin y al cabo, \u00bfqu\u00e9 es el ROI de Trade Marketing?<\/b><\/h2>\n<p><i><span style=\"font-weight: 400;\">Return on Investment<\/span><\/i><span style=\"font-weight: 400;\"> (ROI), o Retorno sobre la Inversi\u00f3n, es uno de los <\/span><a href=\"https:\/\/club.involves.com\/es\/blog\/kpis-de-trade-marketing\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">indicadores de desempe\u00f1o<\/span><\/i><\/a><span style=\"font-weight: 400;\"> m\u00e1s tradicionales. Se utiliza para evaluar la eficiencia de una inversi\u00f3n o comparar la eficiencia de las diferentes inversiones. El ROI mide la cantidad de ganancias (ingresos adicionales menos los costos), en comparaci\u00f3n con los costos de la inversi\u00f3n. La f\u00f3rmula para calcular el <a href=\"https:\/\/club.involves.com\/es\/blog\/roi-del-trade-marketing\/\" target=\"_blank\" rel=\"noopener\">ROI de trade marketing<\/a> es simple, y por esa raz\u00f3n su uso es recurrente:<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-13771\" src=\"https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/ROI-Trade-Marketing-1.png\" alt=\"ROI de Trade Marketing\" width=\"800\" height=\"123\" srcset=\"https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/ROI-Trade-Marketing-1.png 800w, https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/ROI-Trade-Marketing-1-300x46.png 300w, https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/ROI-Trade-Marketing-1-768x118.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Como ejemplo, proyectemos el crecimiento financiero que tendr\u00edamos con determinada acci\u00f3n, atenci\u00f3n de merchandising o, incluso, implantaci\u00f3n de <a href=\"https:\/\/agilepromoter.com\/es\">tecnolog\u00eda para trade marketing<\/a>. Cito algunos ejemplos a continuaci\u00f3n.<\/span><\/p>\n<h3><b>Campa\u00f1a X<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Una determinada campa\u00f1a proyectar\u00e1 un crecimiento en el cliente \u00abSupermercado de Roy\u00bb de U$ 100,000 en ventas. El costo para la campa\u00f1a es de U$ 25,000.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El c\u00e1lculo ser\u00eda:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-13772\" src=\"https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/Como-mensurar-os-resultados-de-Trade-Marketing_2.png\" alt=\"Resultados Trade Marketing\" width=\"800\" height=\"189\" srcset=\"https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/Como-mensurar-os-resultados-de-Trade-Marketing_2.png 800w, https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/Como-mensurar-os-resultados-de-Trade-Marketing_2-300x71.png 300w, https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/Como-mensurar-os-resultados-de-Trade-Marketing_2-768x181.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Otra manera de evaluar las inversiones en merchandising es a trav\u00e9s de una definici\u00f3n m\u00e1xima de inversi\u00f3n porcentual por tienda o por cliente. De esta forma, tendr\u00e1s que establecer un \u00edndice m\u00e1ximo de atenci\u00f3n comparado con el ingreso generado. Por ejemplo: si el promotor Juan Carlos tiene un costo total de U$ 1,000 y realiza un total de 10 visitas, cada visita saldr\u00e1 por aproximadamente U$ 100. Si su l\u00edmite m\u00e1ximo de inversi\u00f3n es del 6%, un PDV \u2014para que reciba una visita\u2014 deber\u00e1 facturar, por lo menos, U$ 1,667.<\/span><\/p>\n<h2><b>A NIVEL PR\u00c1CTICO: PLANILLA EXCLUSIVA<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Para facilitar tu ejercicio pr\u00e1ctico, desarrollamos una planilla exclusiva del Club del Trade para que des tus primeros pasos en las m\u00e9tricas de tu equipo y puedas calcular el ROI de trade marketing. La dividimos en tres pesta\u00f1as para que simules la inversi\u00f3n y una regla de ROI del itinerario de tu equipo de merchandising. Es muy simple: basta con llenar la pesta\u00f1a costo, visitas y ROI en las columnas que tengan celdas en blanco. Las columnas en gris incluyen f\u00f3rmulas que te van a dar algunas respuestas iniciales, para que as\u00ed puedas realizar una valoraci\u00f3n. Fant\u00e1stico, \u00bfno te parece?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despu\u00e9s de estos primeros pasos, las posibilidades son ilimitadas. Podr\u00e1s evolucionar, partiendo de visitas hacia horas de atenci\u00f3n, minutos de atenci\u00f3n, crear criterios de inversi\u00f3n por <\/span><i><span style=\"font-weight: 400;\">cluster <\/span><\/i><span style=\"font-weight: 400;\">de tiendas, de <a href=\"https:\/\/club.involves.com\/es\/blog\/gestion-de-mpdv\/\" target=\"_blank\" rel=\"noopener\">materiales de PDV<\/a>, de campa\u00f1as, y de lo que m\u00e1s quieras.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a1Esperamos haberte ayudado!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a1Ah, y si te gustaron los consejos y la planilla, aprov\u00e9chala, comp\u00e1rtela y cu\u00e9ntanos tus experiencias!<\/span><\/p>\n<p><a href=\"https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/C\u00e1lculo-de-Roi-de-PDV-Club-del-Trade-2-1_spa.xlsx\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-13774\" src=\"https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/ROI_cta.png\" alt=\"\" width=\"726\" height=\"303\" srcset=\"https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/ROI_cta.png 726w, https:\/\/club.involves.com\/es\/wp-content\/uploads\/2019\/03\/ROI_cta-300x125.png 300w\" sizes=\"(max-width: 726px) 100vw, 726px\" \/><\/a><\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">RESULTADOS DE TRADE MARKETING<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">ROI DE TRADE MARKETING<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Medir los resultados de Trade Marketing para considerarlo no un centro de costos, sino un centro de beneficio para las organizaciones. \u00a1Sabe m\u00e1s!<\/p>\n","protected":false},"author":6,"featured_media":13773,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[275,277],"tags":[95,96],"class_list":["post-13768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-ventas-y-sell-out","tag-resultados-de-trade-marketing","tag-roi-de-trade-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfC\u00f3mo Calcular el ROI de Trade Marketing? 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