Some companies include a one-time promotion to attract buyers who then become loyal customers. This type of event needs to be effective in grabbing the interest of consumers who might not otherwise show interest in the company’s product or services.
To make a promotion worthwhile, you should factor a substantial discount or return of some kind into the offer, such as a sizable discount or a two-for-one deal that shoppers find hard to resist. To optimize the benefits of this marketing strategy, try the following tips.
Spread the Word
To build a sizeable response to the promotion, circulate the announcement of the promotion event far and wide. Use all media possible, both traditional and digital, to inform the public and cast a wide net for prospective customers. Publish newspaper ads or magazine ads, participate in television and radio interviews, or write an article for industry trade publications, making sure to mention the upcoming event.
Announce it at Chamber of Commerce meetings, business clubs, and civic groups to which company employees belong. Post a notice on your company website, as well as on social media, like Facebook, Twitter, and Instagram. If you publish a blog, be sure to journal about the promotion. Consider crossposting with a colleague’s blog to increase the exposure of the upcoming promotion.
A Numbers Game
Keep in mind that advertising your promotion is a numbers game. Try to reach as much of the public as possible, knowing that only a fraction on average will respond. They might just visit the website or follow the company’s social media.
Even if they don’t attend the promotion event, they may be willing to leave their names and contact information for future notices and invitations to special organization events. The more people you can reach with news about the event, the likelier they will tell friends and family to extend your circle of influence.
Your goal is to spread the word as far as possible. Podium recommends that “Google My Business Posts are the fastest way to tell your customers about new locations, special promotions, and new products. If you’ve already added your business’s address to GMB, then your posts will also show up in Maps. Whether customers are using Google Search to find a specific product or Google Maps to find a nearby business, using Posts will help you stand out to potential customers.”
Ensure the Offer is Adequate
Your company’s promotional offer has to be exciting enough to lure prospective customers. Set aside a line item in your marketing budget for the promotion to offer something exciting and worthwhile. Shoppers who want the item at a discounted price or for free will make every effort to get it. Their enthusiasm will lead to their submitting their contact information to take part in a free drawing or special offer.
Choose Your Timing Carefully
Timing is critical in making the biggest impact on your target audience. Danny Demichele argues that timing has been vital for centuries now: “If you are selling something on your site, you need to motivate people and give them a compelling reason to pull the trigger on an offer. Have you ever noticed when going to a physical shopping mall, that all Jewelry businesses are perpetually going out of business, all the time? Furniture stores do this too.”
There are several factors to consider, such as when your targeted niche will have the funds to take advantage of the promotional purchase opportunity. For many, the end of the month or the first of the month is when they have the most discretionary income available for spending. Others get paid twice a month, at the midpoint, and again at month’s end.
Seasonal bonuses are another hotspot for timing a promotion event. Income-tax season, when refunds get mailed out, means that people will have more money for spending at a company’s promotional event. Your announcements should be planned to appear within about two weeks of the actual event.
Following tips like these can help you prepare to launch a fantastic initiative that will bring prospective customers running. Plan ahead and be ready when the big day comes.
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