Defining An Activity Cost Driver

Defining An Activity Cost Driver, What is An Activity Cost DriverAn activity cost driver is anything that causes a company’s variable costs to either reduce or grow. Since measuring an activity cost driver is a way to streamline the administration of managing production costs, it’s an integral part of activity-based costing.

Examples of activity-cost drivers are warehouse expenses, modifying engineering designs, and retooling, setup, and maintenance costs for machining needs. This can include higher warehouse expenses due to increased rents or leases, which add to the final amount of the product or service’s sales price. Machining costs include initial setups for initial production and ongoing maintenance costs for continued runs. If production needs to be re-engineered to different production parameters, those professional revision costs need to be added to the ultimate product or service cost calculations.

These cost drivers are used as a starting point to project the business’ operational and profitability goals through the use of activity-based costing (ABC), a type of managerial accounting.

ABC accounting is a way to determine the expenses of each output by looking at the inputs used during the company’s operations, be it power for the machinery, Information Technology (IT) needs, or labor.

It’s important to know that one variable expense can impact multiple single activity cost drivers. For example, wage costs and machining expenses can be identified as activity cost drivers in connection with production. The first step is looking at how ABC accounting can determine indirect costs.

Activity-Based Costing Illustration

A business wants to look at how its production space and its lease or real estate and property tax costs are attributable to individual widgets or services, based on the percentage dedicated to the respective product or service. If it’s not allocated properly, determining sales prices and profitability can be negatively impacted.

If a company has two product lines with the same retail prices and production quotas, with direct costs of $700 and $250, it’s important to see how the production area for each product impacts the company’s overall operations. If the first item uses 40 percent of the production area and the second item uses 60 percent of the production area, and the rent is $1,500, the rent needs to be factored in. The first item would see an additional cost of $600 plus the original $700, or a total of $1,300. The second item’s cost would be $900 for the rent and $250 for the item, or a total of $1,150. While the initial direct cost for the first item seems higher than the second item, when factoring in all costs, this time it’s still true – but that’s not always the case.

Once this has been established, and then a company receives a new order, the following illustrates how measuring an activity cost driver, such as performing maintenance on machines after a production run, will cost the company to have it ready for their next order. If it costs a company $200 for machine maintenance and it produces 1,000 widgets, a $0.20/widget cost would be factored into margins and retail pricing.

While this provides an overview of how activity cost drivers work, it is part of a comprehensive approach to how businesses measure their margins and ultimately profitability. 

Strategies to Run a Localized and Location-Based Marketing Campaign

The potential for localized and location-based marketing is high – especially with estimates of retail sales from “beacon-triggered messages”, which grew from $4.1 billion to $44.4 billion between 2015 and 2016, according to Statista. Coupled with 77 percent of U.S. citizens having a smartphone, based on a November 2016 Pew Research Center survey, the ability to reach consumers is the best it’s ever been[P1] . With technology and smartphones making sales ripe, how can businesses make the most of localized and location-based marketing to reach consumers and business clients?

Maximize a Localized Consumer Experience

With a mobile website, there’s no one-size-fits-all design. However, there are some common elements that provide better functionality when viewed on a mobile device. These include the ability to press a phone number for assisted dialing or an email address right on the screen to email the business instantly. Other elements include fewer but larger buttons to search the website, navigate between pages, and for easy access to the address, operating hours and social networking sites connected to the business.

Creating a mobile optimized website is the first step to help locals and travelers find nearby businesses. While location-based marketing certainly includes targeting nearby customers as a first priority, it needn’t be limited to potential customers within a defined area. When anyone is looking on the internet for a business in a particular city or town, it is found by a search query for a product or service. For example, a targeted keyword phrase might be “Tampa coffee shop” or “art galleries near L’Enfant Plaza.”

Another way to localize a marketing campaign is to work with one’s location, along with calendar or seasonal events in conjunction with keywords. This can either take the form of marketing campaigns that take advantage of well-known events, such as Mardi Gras in New Orleans. You can target mobile users seeking Mardi Gras information with keyword optimization for, say, festive clothing or regional foods. It can also work with weather events, such as unusually warm spells during Midwest winters. This type of weather event could be leveraged to target customers for fans in the case of heat spells.

Put the Consumer in Control

One way for retailers to take advantage of location-based marketing, especially in a store or a defined area near a retail or business establishment, is to let the consumer control his options. Whether using an app, a push notification or text messages, it’s a good idea to ask the user for permission to receive notifications in order to gain his trust. This puts the customer in control of how many messages he’ll receive and when, making them more effective.

Another way to better connect with customers through location-based marketing is to create a fast and convenient experience. Using an app, a brick-and-mortar retailer can ask if the customer would like to place an order and pay for it before he visits the store. All that’s left is to pick up the item in the store or through curbside delivery, if it’s available with the merchant.

Remember, localized and location-based marketing technology can be used effectively to target and increase sales with both local and out-of-town consumers.

[P1] Sources for statistics: 

https://www.statista.com/statistics/428420/us-beacon-triggered-retail-sales/ 
http://www.pewresearch.org/fact-tank/2017/01/12/evolution-of-technology/