Doubling down on states for strong growth Maria Senior Sales Analyst March 15 th, 2012.

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Presentation transcript:

Doubling down on states for strong growth Maria Senior Sales Analyst March 15 th, 2012

Today’s question In which states should we invest additional marketing spend during the upcoming campaign? Based upon sales growth potential…

Useful metrics 1.Total sales per state 2.Total sales per million residents: per capita is better than looking at existing customers, because we want new customers 3.Top five states to target: 90 th percentile +

2011 sales by state

Potential sales by state??? +What is the sales potential for the top 8 states (based on their current sales) if we focus direct & newspaper marketing money here? +Find top states based on sales per capita then apply this formula to estimate potential sales Average sale per capita for top states multiplied by Current population of top sales states

What are the top states based on sales per capita?

Top states ─ sales per capita? Whether we use the overall average –OR– the 90 th percentile (top 5 states), there appears to be great potential in the current top 8 sales states!

Highest growth potential in top 8 +If we were to pick just one state, California has the greatest potential +The next tier is Texas, New York & Florida

3 year sales potential for top 8 Using the more conservative overall US average of sales per million as our market potential by state, we have plenty of growth opportunity in all top 8 states