O desempenho dos pontos de contato na promoção de vendas: um estudo de caso numa empresa do ramo alimentício

Abstract

The study aims to analyze the performance of touchpoints in a non-monetary sales promotion in a food company. Secondary data was used, which was a post-campaign recall report carried out by the research institute hired by the brand under study. As for nature, the research fits as applied, or empirical, as it aims to add new knowledge to the subject. The study approach is quantitative, as a post-campaign report was used to quantify responses. A brand X case study was done, using it as the object of the study to achieve the objectives of the work. The instrument used was a structured questionnaire, placed on a panel of the institute, composed of 40 questions that dealt with touchpoints and other relevant topics of sales promotion, and these questions were directed to people who fit the profile desired by the brand: women, class C and resident in Ceará, Piauí, Maranhão or Rio Grande do Norte. Point of sale materials, the carousel and the sponsored post were the most visible of the campaign and the video and radio testimonial were the most attractive for the participants. After analyzing the data offered by the report, it can be concluded that the most relevant touchpoints for this non-monetary sales promotion are video, carousel, radio testimonial and point of sale material, and that these touchpoints has an importance as they are the instruments of contact between manufacturer-customer and communication in various media so that the target can have access to the most relevant information.