How Do You Do A Spend Analysis for Marketing
What is Indirect Procurement Marketing Support?
Spend Analysis
Category Management Marketing
Marketing Procurement, is the process of buying goods and services, that enable the company to optimise its marketing footprint. Covering all aspects of Advertising, Communication, Mail & Direct Marketing, promotion of goods and point of sale items.
When conducting a spend analysis within marketing, this shows all the procurement spend related to the provision of advertising and media including advertising and communication services, marketing and promotional goods and services shown below:
Advertising
All spend related to the provision of advertising. Includes print advertising placement for example, billboard, poster and magazine advertising but not TV, Cinema, Radio or Internet placement which is recorded in Communication Services e.g. Advertising consultancy services, Advertising campaign services, Advertising managing services.
Communication Services
All spend related to mass communication services, such as television and radio broadcasts and internet. The production and content generation should be included and recorded against this category.
Marketing Services
All spend related to the provision of marketing. Includes all marketing services and distribution e.g. Direct marketing services, Marketing and distribution.
Promotion
All spend on goods and services related to promotion, Where spend can be identified as printed promotional material, this should be recorded separately under the relevant category such as print. Includes promotional goods such as pens, cups and lanyards with promotional print on them. Includes public relations programs and the management of promotional events such as trade shows and sporting events e.g. Customer services, Telemarketing, Public relations services.
Signs & Exhibition
Spend related to the provision of signage and exhibition equipment. Spend related to the provision of Signage . Eg. Information panels, banners , name plates.