App-Based Technologies Are Transforming Promotional Events


by Rusty Pepper
posted on 03-20-2020

Posted in

The vast majority of the sales & marketing professionals working in the beer, wine & spirits industry are constantly challenged with having to work with unreliable data insights to manage their promotional activities and budgets. Each month they run hundreds of tasting events to educate the market about their product(s), build brand equity, and of course, increase sales. This is especially true for the small and midsize brands who try to compete against larger ones with massive marketing budgets.

At the end of the day, no matter how big or small the brand is, they all still face the same data reliability issues. Why? The standard method of capturing information is inherently unreliable. To make matters worse, it is costly. Reps spend hours chasing down event recap reports from an average of 15 different agencies, each having established their own unique way of recording data and submitting reports. For the reps, this leads to more time spent compiling inconsistent recap reports into their preferred format, all the while knowing they will still be left with uncertainty regarding the overall performance.

This is where app-based Software as a Service companies like Promogo can become the X-factor for sales & marketing leaders. Since they only charge small monthly fees and can be easily downloaded onto any smartphone, apps are not only more affordable, but can also be quickly deployed. This is the key differentiator of Promogo; because any brand ambassador can download their app and use it during the event to capture the required data in real-time. This not only improves the accuracy of the recap data, but also drastically cuts down the time it takes agencies to submit their recap reports to the brands paying for the events.

Regardless of the number of agencies a brand relies on throughout the country, the format of the recap reports will always be the same, paving the way for nationwide consistency. With app-based tools like Promogo, managers can deep dive into the KPIs that matter most to their business, allowing them to make more informed and timely business decisions.