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You cannot force people to buy your product; you can only interest them in buying this product
David Ogilvy
Each company resorts to a variety of advertising moves to attract customers and increase its sales.
Firms periodically arrange events to attract customers, which stimulate the interest of a potential audience in the company's products.
The most frequently used advertising moves today are all sorts of promotions, quizzes and contests that allow not only to attract new customers, but also to get to know their needs, desires and a lot of other useful, rather interesting information.
It should be noted that events for clients can have several goals and be both low-budget and quite expensive. They can be aimed at increasing sales, familiarizing customers with new products, as well as stimulating the purchase of “slow”, that is, goods that are not in great demand.
What promotions for customers are there, where and how they are usually held, and what prizes they provide for potential consumers there was an incentive to participate in them?
Promotion Requirements
Before you find out, it is worth saying a few words about the conditions for holding such events. Well organized promotions to attract customers, they must be closely related to the product promoted by the company.
This means that the conditions of the competition or quiz being held should relate to the products offered by the company, and not go separately from each other.
For example, it can be the consumption of a particular product (“cut and collect 10 product names and get a guaranteed prize”), its detailed study (“find 6 differences in the pictures and get a prize”), photographing, sketching, collecting some either information about the product or anything else.
What promotions are available for customers?
Promotions to attract customers can be very different - it all depends on the imagination and capabilities of their creators. These can be entertaining quizzes, photo contests (for example, “my family’s favorite product”), creative contests (for example, “write a poem about the benefits of a product, a beautiful new slogan, or unusual scenario to the video, come up with your own recipe from the product”).
It can also be promotions (“collect 6 product codes, come to the number and get a prize”), special promotional sites to promote products, and so on.
Photo contests are considered especially popular today. This is not surprising, since almost every Russian family there are devices with which you can capture something (it can be either a professional camera or the simplest mobile phone with a camera).
Therefore, it opens up opportunities to take part, practically, for everyone. The second position is occupied by creative competitions. There are a lot of talented people in our country who are able to compose beautiful poems, come up with brilliant slogans and write extraordinary scripts.
Other promotions to attract customers are no worse than photo and creative contests. Companies also use them quite often and not without success.
Where do promotions take place?
Advertising campaigns to attract customers are usually carried out in the offices of companies, having previously announced this through television, advertisements, invitation cards, and so on, at exhibitions, in trading places, as well as on the official website of the company or on any third-party thematic resources.
On the Internet, an announcement is made about the event for customers in the form of a banner or link, and in order to attract the maximum number of people, you can use the sites of well-known and popular social networks.
Important details when preparing and conducting promotions for clients
A company preparing for a promotion, photo contest or creative competition, be sure to think through everything to the smallest detail before holding them: how long the event will last, its main conditions, what main audience it is designed for and what prizes will be.
Prizes are, perhaps, one of the most important points, since they are the main driving force of the event and the main incentive for the actions of the participants. No one will buy, cut and invent anything if the prize does not represent any value.
The more valuable it is, the more people it will attract to participate in the action. But it should be noted that the value of the prizes in the aggregate should not exceed the planned profit of the company, otherwise this idea simply loses all meaning.
Promotions for regular and VIP customers
Firms should not forget about events for their already established audience. Promotions for regular customers cause more respect and trust in the company, strengthen relationships, stimulate further purchases.
Events for VIP clients are held by companies in order to convey information the right people, presentations of new products or services, as well as their encouragement for choice and trust. Usually the company gives them all valuable gifts, because it is her key clients, on which, basically, its success and prosperity depend.
Hello! In this article we will talk about promotions to attract customers.
Today you will learn:
- How to conduct promotions for;
- What types of shares exist and how to come up with a share;
- How to calculate stock performance.
What are shares and why are they needed?
During the height of the economic crisis in the country, the issue of attracting new customers is faced by almost every enterprise. The situation is aggravated by the high level in almost all areas of business.
In such harsh conditions, entrepreneurs are forced to resort to the most stringent measures to attract customers. One such measure is sales promotion.
Sales promotion - a promotional tool aimed at a short-term increase in demand with the help of various promotions that stimulate purchase.
Promotions will allow you to achieve the following goals:
- Short-term increase in sales volumes;
- Capturing market share for the long term;
- Attracting new consumers:
- Lure consumers from competitors;
- Stimulation of large volumes of purchases;
- Retaining loyal customers.
Advantages:
- Attracting attention to the company, brand and product;
- Providing information about the product and the company to potential consumers;
- Significant increase in sales during the promotion period;
- Rapid response of the consumer to the stimulating effect;
- Sales focus.
Flaws:
- Short-term exposure tends to increase sales only for the duration of the promotion;
- Often rendered Negative influence on the image of the organization. In the event that a high-level company starts selling goods with a discount of more than 70%, it loses wealthy buyers and attracts those who are ready to purchase products only at discounts;
- Significantly reduces the profit of the company. Even a 5% discount has a painful effect on the company's profits, which we will talk about a little later.
If these shortcomings do not scare you, then let's move on.
Equity strategy development process
Any activity to attract visitors should begin with the development of a strategy. Stocks are no exception.
The process of developing a sales promotion strategy includes the following steps:
- Formation of sales promotion goals;
- Determination of suitable stocks, which we will talk about a little later;
- Development of an incentive program: designation of the timing of the action, determination of the size of the incentive (budget), determination of the conditions for participation in the action, methods for promoting and distributing the incentive package, developing a mechanism for responding to the action, preliminary testing;
- Practical implementation of the incentive program through the use of various promotions;
- Evaluation of results.
Types of promotions to attract customers
On the this moment There are a wide variety of stock options available.
The choice of one or another means of sales promotion depends on the following factors:
- Activity specifics.
- Product type. For example, you sell wedding dresses. It would be strange when buying one to give the second;
- Format and location of the store. For example, we own a stall selling pies at the station. Next to us are three more of the same stall. To attract consumers, we decided to hold a promotion. As a gift to a lucky random person, we are providing a coupon for one free pie per day for a month. However, 90% of our consumers are passing through this place and this action will not interest them, and it will not help us resolve the issue with competitors;
- Activities of competitors in this area;
- The financial capabilities of the company;
- Purposes of the action.
Determine for yourself each of these options. Determined? Then we move on to the types of shares.
Discounts
Discounts are the most popular and easiest way. Buyers are happy to buy goods with red price tags. The more you lower the price, the more purchases you get. But be careful. Every percentage of the price hurts the margin of your products.
During the month of discounts, sales increased by 20% and amounted to 148 pies or 2,664 rubles. The margin of a pie for the period of the promotion was: 18-17.3 = 0.7 rubles.
Let's calculate the profit received for the month of the promotion: 0.7 * 148 = 103.6 rubles. Thus, thanks to discounts, we lost 209.4 rubles of profit with an increase in purchases by 20%.
Make it a rule to carry out such calculations before introducing the discount system.
Human psychology is arranged in such a way that he practically does not notice a price decrease of less than 15%. Therefore, a discount of 5 or 10% will not lead to a significant increase in demand.
Discount forms:
- Seasonal sales;
- Discounts for large volume purchases;
- Discounts in honor of a special occasion (customer's birthday, store opening date, etc.);
- Discounts for the purchase of a certain category of products.
- Discount on defective goods;
- Discount on “product of the day”;
- Discount when buying at;
- Refer a friend discount.
Please note that the introduction of any discount must necessarily be tied to any occasion. If you simply lower your prices, the consumer will think about the quality of your product. It is discounts that tend to negatively affect the image of the organization when they are ineptly applied.
Gifts for purchase
Also very popular view stock. You can give away both your products and the goods of your partners for the purchase. In the first case, you will again have to calculate the change in sales and profits so as not to go into the red. But the second option is very tempting.
Find a partner company that needs to promote their product or brand and offer cooperation.
Example. Since the idea of discounts at our stall with pies failed, we decided to give gifts for the purchase. To do this, we agreed with the shop opposite that we will attract to their outlet of their customers by giving them a coupon to get free tea from them. The store agrees, since the likelihood that a visitor will buy any product from them by going for free tea is very high.
Types of promotion "gift for purchase":
- The second product at the lowest price is free;
- Bonus from partners;
- Lottery;
- Discount card for purchase.
Loyalty cards
Almost everyone has several cards in their wallet from their favorite stores. They allow the buyer to benefit from shopping in this store.
There are the following forms of discount cards:
- Discount cards- provide the client with a fixed discount. It does not change during the use of this card. Aimed at retaining visitors, their binding to the outlet;
- Savings cards- often the amount of benefit depends on the total amount of the purchased goods in monetary terms. The more you buy during the entire period of using the card, the greater your discount. Aimed at increasing the number of purchases and customer retention;
- club card- provided to special customers, for example, for a large purchase volume. It carries certain privileges, including: the opportunity to participate in promotions, a permanent discount, gifts.
It is impossible to issue cards just like that, time their donation to some event or determine the conditions.
Here are some options for you:
- Shop birthday;
- Large purchase volume;
- Issuance of discount cards to the first visitors;
- Issuance of cards for participation in the competition;
- Sale of cards.
Contests and sweepstakes
This type of stock is actively gaining momentum. Hold a prize draw, come up with a contest, the winners of which will receive your products as a gift. This will allow you to increase company awareness and consumer loyalty.
Competitions are of two types:
- Companies related to the product. In this case, the buyer, in order to receive a surprise, must purchase a certain amount of goods. For example, buy 10 bottles of soda to collect caps from them and get a prize. Aimed at increasing demand and drawing attention to the company;
- Product unrelated. The consumer performs some task, while he does not need to purchase the company's product. For example, a consumer must write a story about their day at school in order to receive a free set of school supplies.
Tasting
As a rule, it is carried out in large supermarkets. At the same time, this type of action is aimed not so much at increasing the sales volume of the product being tasted, but rather at increasing the sales volume of the supermarket as a whole. According to statistics, consumers who have tried a product buy 25% more than they planned in that store.
We will talk about the calculation of the effectiveness of this type of action a little later.
How to come up with a promotion to attract customers
To come up with a promotion to attract customers, you must go through the following steps:
- Define goals advertising campaign . What do you want to achieve? Increasing sales, increasing customer loyalty, attracting new customers or retaining existing ones. Write down all your goals;
- Determine the participants of the marketing campaign. Who exactly do you want to influence, who will influence, who will control its implementation. Discounts can scare away wealthy customers from your company and attract consumers in the middle and low price segment. The club card can have the opposite effect. Promoters, salespeople, account managers can influence consumers. The director or administrator will control the entire process. All personnel involved in the action must be prepared: familiarized with the conditions, instructed.
- Determine the motives of each participant. The consumer is interested in additional benefits, the seller is interested in a premium or bonuses for good results, the administrator is interested in fulfilling the plan, increasing sales. The correct definition of the motives of each of the participants will allow you to effectively manage the process.
- Work to identify the needs of your customers. What exactly might interest them?
- Think about when your promotion will be most relevant. For example, ice cream in winter will not cause such a stir among consumers as gingerbread cookies and hot chocolate.
- Decide on the type of action. It directly depends on the one for which you are running the promotion. It is also important to determine the value of the gift. Remember that a large number of small bonuses attract consumers more than a few expensive gifts.
- Make the conditions for participation in the promotion clear and short, otherwise the client will suspect fraud or simply will not study your offer. There should not be too many conditions.
- Communicate with your consumer, answer his questions, play with him. This is how you gain precious trust.
Analysis of the effectiveness of the campaign
We have already discussed how to evaluate the effectiveness of discounts; the evaluation of the effectiveness of the introduction of loyalty cards, gifts and contests is carried out in the same way.
Remember that an increase in sales does not guarantee an increase in profits, because you lose on a discount or a gift. In this case, the gift should be considered as a discount in the calculation of efficiency (the value of the gift = the size of the discount).
Example. For the purchase of 5 pies at a time, we give chewing gum. The promotion will last one week. The price of gum is 2 rubles. We will assume that only those who initially wanted to buy them will buy the fifth pie, and we have 10 of 50 people like that a week. Thus, the volume of sales, thanks to the action, will increase by 200 rubles or by 10 pies. Our margin before the promotion was 2.7 rubles. The volume of sales before the action was 90 pies. We consider the profit a week before the promotion 90 * 2.7 = 2 43 rubles.
Let's calculate how much additional profit we will receive due to the action: 2.7 * 10 \u003d 27 rubles. And we will lose: 2 * 10 \u003d 20 rubles. Thus, the action will allow us to increase profits by only 7 rubles.
Now let's learn how to calculate the effectiveness of tastings.
Let's say we hold a tasting of our pies. The promotion will run for 2 days, 3 hours a day. The price of our product is 20 rubles. The cost price is 17.3 rubles.
We plan to cover an audience of 20 people. The number of required pies is 20 pieces. In addition, we need a tray worth 200 rubles and a pack of napkins worth 30 rubles.
Thus, the cost of the action will be 576 rubles.
Let's calculate by the formula: Break-even point = sum of costs/margin = 576/2.7 = 213 pies. We will have to sell such a number of pies according to the results of the tasting.
According to the information dissemination rule, each tasting pie will tell three of his friends about the product, and each of these three will tell three more.
Thus, the maximum number of buyers who will come to the stall based on the results of the tasting will be 180 people. We do not know how many patties they will buy, but according to pessimistic calculations (each will buy only one pie), this number of buyers is not enough. The project is risky.
Examples of the best promotions
Action at the airport.
A couple of years ago, an American airline held a drawing of tours. The conditions were as follows: a person waiting for a flight was offered to press a button, after which the computer randomly determined the country to which the lucky person would go. All travel expenses were covered by the airline.
Free lunch.
One of the Chinese sites held an interesting action. For a month, every hour for 1.5 seconds, a button appeared on the resource page, by clicking on which the lucky person received a free lunch. By the way, the number of visitors to the site for this month increased by 4 times.
An example from Russia.
The Moscow cafe Geocafe holds a promotion every day. Its conditions are as follows: at 18:00 Moscow time, a drawing of a free dinner was held between cafe visitors. The winner was determined randomly. The second and third places were also determined, which received a bottle of wine and a 50% discount on their order, respectively.
Promotion in the store.
In one of the Vilnius denim stores, there was such an action: all customers who came without pants were given free jeans of their choice. As a result, on the day of the action, a line of freebie lovers lined up in the store. However, be careful with such promotions, otherwise you may face legal consequences.
One of the most burning topics for owners and marketers of any business is promotions.
What would you think of to increase sales and start making legends about business? There is a way, you can not even think of it.
You can just take the finished one, add your own, and get a chic promotion. Where to take? From the list below. There are more than 15 ideas for every taste and willingness to take risks
Promotions
Before we move on to a specific list of stocks, I want to warn you that everything should be in moderation. You can't live on stocks alone, just as you can't live without them at all.
Everything should be fine in your company:, and other important elements of a successful company.
After your business becomes harmonious enough, you can move on to promotions.
Although they all have their own goals, there is a common and main one - this is to attract attention and smooth out the corners to making a purchase decision. But if your salesperson “Petya” messes up and does not work with, then there will be no money in the cash register.
I also want to say that if you are planning to hold an action, you need to promote it well (this is certainly good, but not enough).
You need to use enough, otherwise you will prematurely conclude that customer acquisition promotions do not work and in general it is not yours.
For example, you can notify visitors to your site about a promotion using an online consultant.
Or if you actively use Instagram to promote your business, then the “Direct Mailing” function from the Okogram program can help you communicate information about promotions.
And another moment, people get tired of the same type of promotions, besides, with their constant holding, they begin to attribute you to a company that winds up prices, and then throws them off. Therefore, you take breaks, or do not include new collections in promotional goods.
Action performance (nerves of steel)
And now, when the word on the road has been issued, we can start. Let's start with those who have strong nerves and who are not afraid to take risks. These are the most interesting, eye-catching and customer-attracting unusual promotions.
In this section, I will rather describe to you the approach (strategy) with examples, since not everything is so simple. And here you will see ready-made examples below.
One of the most successful, memorable and increasing sales was the promotion of the well-known Euroset store - come naked and get cellular telephone is free.
The effect was designed primarily for shocking. Since then, in one way or another, all the store owners who have the courage to promote their store at the expense of human greed have been trying to repeat this action.
Recent example - sporting goods store in Germany, which arranged a similar action on the day of its opening.
You could come and get dressed from head to toe in whatever you want in the allotted time. Absolutely free. True, there was a small condition - you had to come completely naked.
Moreover, a business does not have to be big and famous in order to hold such an action in a store.
For example, in Irkutsk, at the opening of a small youth clothing store, an action was held - tear the jeans / trousers that you have now and choose new ones for free.
A married couple lived in one of the IKEA stores for almost a month. They slept there, cooked, ate and even bathed. A lot of people came to look at these outstanding people (read, eccentrics).
How do you think it affected this store? You think right, it affected 😉
We have covered the performance of the action in more detail in a separate article. Be sure to study it if you are hooked by such a reckless technique. Only when implementing, think not only short-term, but also long-term, how it will affect your business.
Almost a freebie
Quite an old example of a successful promotion. The Technoshock store started selling video cassettes at cost (half the price, almost at a loss), talking about it very aggressively. Cassettes did not have time to deliver to the store.
Crowds of people stood to buy a cheap videotape. And at the same time they were sold a new VCR, TV, antennas and much more.
This promotion is applicable to almost any business. All that is required of you is to find in your company and start attracting people to it.
It is not necessary to sell it at a loss, you can simply earn nothing on it. But you must do it.
Quite a freebie
We arranged a similar promotion in our client's store. Handed out socks for free. Good, quality socks and completely free.
And you don't even have to buy anything. Just walk in, fill out and get your own pair of socks. You may begin to swear that you will not give away anything for free. So evaluate the whole idea.
Firstly, we gave away socks for free, which cost us 20 rubles (quite a little), and this figure was much more profitable in terms of advertising, since from other sources of advertising, one visitor gave us at least 35 rubles.
Plus, you yourself understand that in addition to the socks, a discount was offered at the moment for the main assortment, a coupon for a repeat purchase, in general, a lot of things. The result is an increased customer base and share, with more than 400 percent.
Or here is another example of a good implementation. The target audience react exactly.
Freebie promotion example
treasure hunt
Quite an unusual and interesting action. Pawn / bury a valuable treasure somewhere. The location of the promotion may be, for example, shopping center where your store or even the whole city is located.
As soon as the treasure is found, news will be released about it (for example, in) and information will be given about the next one.
So, for example, did one bank. They put dozens of treasures with a real gold coin and began to actively promote it. There were also successful cases for a food delivery service.
Certificates were hidden for a year and a search was arranged with the help of radio presenters. People are very willing to get involved in such promotional games and promotions, because they love interactive.
Give a discount / gift to the client for what he rolls on the dice. You can even make a staged game. For example, if a person throws it once, he is guaranteed to receive a gift of up to 1000 rubles.
And if he throws three times and scores more than the n-th value, he will receive a super prize, or even remain empty-handed.
A variant of the super-game from the field of miracles. By the way, instead of cubes, there may be a spinning drum. The rules for conducting are already at your discretion and imagination.
An example of a Cubes promotion WE ARE ALREADY MORE THAN 29,000 people.
TURN ON
Standard shares
Therefore, there is no need to rack your brains - which actions can be carried out and which ones will not work. For the most part, they are designed for discounts and play on one of the main feelings of a person - the desire to save money, to buy profitably (not to be confused with greed).
By the way. To conduct just such promotions, such a service as “Bazaar-online” may be perfect for you. He will solve the issue with discount cards and. And notifications will cost a penny 😉
Two for the price of one (three for the price of two)
A standard promotion launched in most grocery and retail stores clothes. Buying two/three items, you get the third one for free. Ideal for services.
Install a stretch ceiling in 2 rooms and receive installation in the hallway as a gift. Buy 2 apartments, get a parking space as a gift (what if!).
Example of a two-for-one promotion This type of promotion is a good alternative to a discount. And we even implemented this approach in the wholesale business.
But as you already understood, there it was not about pieces, but about containers. But in this way we succeeded significantly, and this is one of the main indicators when holding actions.
Discount on certain products
100% You have seen products with red/yellow price tags. Such a targeted promotion is actively used by retail stores.
But their services are undeservedly ignored, although with a large assortment, this is almost a gold mine for them.
When we talk about a "colored" price tag, it does not have to be a discount. You can go the other way and make a purchase without markup / without VAT / at wholesale prices.
Or just a promotion for one of the positions, for example: “Changing the oil in a car is free! You only pay for the materials.”
And it's not just about the windows. You can highlight items in the price list or on the website with special colors.
And just an example of how we achieved an increase in sales through the study of the price list (including color), read in the article.
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From time to time sites arrange advertising promotions to attract customers. Even if the company offers the consumer some kind of discount, it is not at all a fact that this action will attract the attention of the client. Why? How do stores usually reason when giving a customer a discount? A simple example. Gave a 10-15% discount to visitors and sit and drink coffee and do not forget to count the money from sales. But it was not there.
In fact, if you follow this principle, then the store's sales will tend to zero. The competition is growing every day. And there is less and less creativity, and promotions are no exception. They all give a 10-15% discount as for selection and are waiting for something, working at a loss. But the discount! What promotions are then needed to increase sales?
Promotions to attract customers
1. Express savings as a percentage and in rubles
Consider an example, a company decided to hold a promotion to attract attention: “Gives a 15% discount on a product that costs 7,590 rubles.” It may seem that the prospect of saving 15% will help attract a customer and increase sales.
What is real? The client does not see his own benefit: 15% is how much in rubles? Correct answer: 1138.50 rubles. But do you think customers will calculate this themselves to understand how much they are saving? Most won't bother with it. Rather, they will look for another store that clearly and specifically indicates how much you can save. Fortunately, the choice is now large.
The solution is obvious: To attract, indicate exactly how much the customer saves when buying some product in the store. Agree, "savings - 1138.50 rubles." sounds clearer and more interesting than "some kind of 15% discount."
2. Short deadline
The shorter the duration of your promotion, the better for increasing sales. What does the client think when the company decides to hold a promotion that is valid for 1-1.5 months? “I have time, where to hurry. I have a whole month ahead of me." It is not difficult to guess that the client will simply forget about an interesting promotion. And the company will wait until he remembers the great offer and rushes to place an order.
Promotion to increase store sales
This promotion is very popular among car dealers to increase sales. An example of an attraction method: On the last day of the month, car buyers can receive a discount of 5,000 rubles. True, there are no cars in a cheap configuration, but there is one in a more expensive one. With a discount, it will cost as cheap without a discount.
And another interesting condition of the action: the sale must be made today, until the last day of the last month has ended. Many customers are aware of the tricks of the sellers, but still fall for these promotions.
Share example: Today is SALE! TODAY ONLY... Bring this car home for dinner. The keys are in the ignition, the tank is filled, she is waiting for you!
Time is a tool for creating scarcity. Phrases like "Offer is valid for a limited time" creates the effect of lack of time. What helps to attract customers to the store.
3. Prepayment
Does the company provide prepaid services? A client who is ready to immediately pay 100% should be given a discount.
4. Pre-order
Another situation: soon some new goods or services should go on sale in the store. But you can start actively promoting them now. Warm up the interest of your customers in upcoming novelties, including with the help of interesting promotions. Example: take and provide a discount to those customers who placed an order for a new service/product before the start of sales.
5. Rationale
Any promotion that a company launches must be "transparent". “In honor of what such generosity,” the buyer might think. Perhaps he is getting rid of another product that is stale or not in demand? And no one wants to be a donkey.
To prevent this from happening, it is important to justify your interesting promotions. Example: "In honor of the holiday", "On the company's birthday", "Opening a store", "Seasonal discounts" or something else.
6. Gift
A discount is good, but a gift is better. It is more tangible and understandable for the client.
Marketing campaign for stores
Example: “When buying in our store in the amount of 6,900 rubles. one of four exclusive shower gels as a gift” (Fig. 1)
Fig. 1 Discount is good, but a gift is better
7. Club cards
Pamper your loyal customers. Don't forget about them. They are your devoted fans, fans. They must be treated with care. Come up with some special, interesting promotions for them. Available only to them. Show that they belong to a privileged, private club.
8. 1 purchase = 10 gifts
Be creative in sales. Come up with new formats for promotions.
Promotions for stores
Example: Provide a discount for larger volume purchases (Figure 2). Or make not one gift, but several - a sort of set. “For any purchase in the amount of 3,000 rubles. between June 1st and June 10th, you will receive 10 gifts.”
Fig. 2 Volume discount encourages shoppers to purchase a larger “batch” of goods
9. Cumulative discounts
This type of promotion will help attract new customers and form a base of regular ones. It will be more difficult for the client to leave and make a purchase not from you. You thus “softly” tie him to your company.
10. Related products
Make an interesting promotion not on the main product, but on some related product. Thus, the sale is no longer one product, but a complete set. Increasing the sales of the store.
11. Only one pair left in your size
An artificial shortage in the store is created very simply. When we see the phrase “Only one pair left in your size” or “Last set left in stock”, we subconsciously feel that we better hurry up and make a purchase. Artificial scarcity is good for attracting attention and increasing sales.
An example of a promotion for travel agencies
“Buy now! Only 2 tickets left at this price!
Thus, if there is a shortage of any product, its value in our eyes grows and we want to get it even more. The product becomes more valuable and desirable for us.
12. Expensive cannot be bad
The action is that the more expensive the product (and therefore less affordable), the higher its quality. We subconsciously prefer expensive goods. Our subconscious tells us: expensive means good!
13. Sorry, but you can't get it
Another promotion is to introduce restrictions from time to time. When something cannot be obtained, then the real scarcity begins. The more unreachable the goal, the stronger the desire to achieve it. As a result, the stricter the prohibitions in promotions, the more we will strive to circumvent them.
Bottom line: The value and desirability of any item often depends on how difficult it is to obtain. Limited product or promotional periods cause visitors to subconsciously fear that they may be late. And it makes them act.
Promotions to attract customers: 3 important rules
- The promotion must justify your costs. Don't work at a loss.
- Don't bulk sell discounted items. On the one hand, you will get more attracted customers, but you are sure that they will buy your product without a discount. Introduce promotions proportionally - only for a limited set of products.
- Make new promotions on different products at different intervals. And watch for customer feedback.
Efficiency of conducted actions
Take a look at your stocks and tweak them based on the recommendations outlined. Using 13 examples of the best options outlined in the article.
Successful promotions!
P.S. Want to increase sales without increasing your advertising budget? Then you are here - Increase Conversion
The article was written for the magazine "Marketologist"
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Hello, friends!
Do you know what an "offer" is? The offer is the heart of any selling text.
If he does not have an offer, consider that you doomed your efforts to death. Because without an offer, it makes no sense to send anything.
Speaking in "more Russian" and accessible language, the offer is the offer itself. Not an expression of interest and readiness, but a specific business proposal.
Not a standard praise with basic conditions, but the "backbone" of your interest in cooperation.
The offer is the answer to the question: “What would interest this client in such a way?”
In search of an answer, you are already starting to move away from the stereotyped banality and look for ways.
The oldest type of "offer" (and still works great) is the discount.
Yes, everyone knows the discount.
But very often it is used everywhere and in a row without an absolute understanding of the meaning and rationality.
Although a discount is an “offer”, it should still make sense, and even better, be unique.
In this article, I will show you what discounts are and how they are used in sales.
All of you guys are quick-witted, so I will not chew on what has been swallowed for a long time, and will limit myself to a clear structural annotation for each item.
I say right away - this is not an encyclopedic classification, but a folk one - a field one.
1. Discount for a period - such a discount is established for a certain period. The term limit is an incentive for buyers - they understand that after a certain time, preferential terms will end. I somehow took advantage of this discount when buying furniture for the kitchen. 30% is 30%. Especially when in money such a discount is equated to the cost of a good gas stove.
2. One day discount - let it be a discount for a period, but, nevertheless, I want to highlight it separately. A one-day discount is generally a great “stimulator” of sales. "Only today…"
3. Discount for one item - the meaning is clear: the preferential price applies only to a specific product. Very often, such a discount is accompanied by a time limit. That is, we have a combined discount. Supermarkets often resort to this technique - every week they sell some new product with discount.
4. Advance Discount- This discount is applied in case of pre-ordering a new product. There is a release date, and there is an offer to pre-order goods on preferential terms, without waiting for the release itself. You probably remember when the online store of the publishing house "Piter" accepted a pre-order for my book "Copywriting of Mass Destruction" at a more interesting price.
5. Discount upon reaching a certain amount- classic trick retail. Do you want a discount? Then buy the goods for some minimum amount.
6.wholesale discount- this is already from the distribution opera. There is a supplier or manufacturer, and there are distributors or large consumers. Discount applies to large orders. The whole scale is often used here. Who orders more goods - receives a more pleasant discount.
7. Accumulative discount- combined view, includes several elements. The meaning is simple and clear: you accumulate purchases for a specific amount - you get a new discount, and so on according to the scale.
8.Cash Discount- I often met abroad, although I see it periodically here, for example: in small shops where are sold Cell phones(market format). Abroad, where cashless payments reign ( plastic cards), you can buy a product at a discount if you pay for it in cash. On the contrary, we can add some percentage to the price (equivalent to the percentage for withdrawing cash from a bank account or card).
9. Personal discount- the most famous format: discount coupon or discount flyer. They can be sent to you by mail, asked to be cut out in a newspaper, or even simply handed out on the street.
10. holiday discount- Have you often received SMS on your phone from some restaurant inviting you to a birthday party with a tempting discount? This is the holiday discount.
11. Discounts when buying online- if you live in Ukraine - go to the Citrus Discount store, look at the prices, and then visit the Citrus Discount online store. You will see that the prices in the online store can be more pleasant. I think it is not necessary to explain the reason for such a move.
12. Melting Discount- the principle of operation of such a discount can be explained as follows: not a fixed discount is applied, but a whole jackal of discounts, the size of which decreases as the deadline approaches. 20%, 10%, 5%...
13. Situational Discount- when I bought myself a winter jacket in the store, I asked the seller for a discount. He answered me: “Good, but only if you buy right now”. A very fair move.
14. Discounts for specific groups- noticed in pharmacies "discounts for pensioners" and in cinemas "discounts for students"?
15. Partner discount- "chip" is often used in network sales. You attract a partner who will recommend you or distribute your products, and in return you offer him to become a buyer on preferential terms.
16. Collective (group) discount boom of 2011. Although I still saw her in London in 2001 when buying tickets to the Madame Tussauds Wax Museum. Gather a group of buyers - and get a discount.
17. Cross Discount- you offer the customer to purchase one (or several) products at a basic price, and an additional product at a discount.
18. Fast payment discount- periodically found in b2b sales: the faster you pay the debt, the big discount you get.
19. First Purchase Discount- often used by foreign online stores, which each new registered user in welcome letter send a discount on the first purchase.
20. Discount-subscription- Relevant for services. The most striking example: fitness clubs and swimming pools. A one-time visit is one price, but you can buy a subscription and visit establishments on more pleasant terms.
21. Additional (bonus) discount- noticed in the stores of children's goods "Chicco". You have a discount card, but the store still offers an additional discount for it. Here, however, there are restrictions on product groups.
22. off-season discount- used in the sale of seasonal goods, for example: outerwear. Have you noticed that fur coats are cheaper in summer? Often, according to such a system, unsold goods in the season come true.
23. Club Discount- discount club system: you purchase a club card and can use discounts in various establishments that are included in the club program.
24. Trade-In discount- you return to the seller old version goods and buy a new one with a good discount. An example is car dealerships.
25. confidential discount- there is no need to decipher, we all live, as it were, in one country. There is a contract price on paper, and there is… let's say… another price.
Well, the last discount (for a positive final feature) sounds like this - "discount for beautiful eyes".
Write in the comments what other discounts you would add here.