Non-standard promotions. Promotions to attract customers: from the classics of the genre to outrageous. Promotion to increase store sales

"Promotion. What could be easier?

Nothing if you are interested in the event itself, and not the result.

Yes, you can schedule a promotion, even a very profitable one for customers. But this is not enough. It needs to be well designed and presented.

Let's assume that a household appliance store decides to hold a promotion, according to which any buyer of a meat grinder receives a blender as a gift.

This is quite a valuable offer that will interest visitors.

Now imagine if this promotion "reaches" potential customers, for example, in this format: “When you buy a meat grinder, you are guaranteed to get a good gift”.

It will be boring. Even "guarantees" and "good" adjectives will not help here.

What is the benefit of such an action?

That is why it is important to be able to create and "voice" a promotional offer - to convey it to the audience so that a person has a desire to drop everything and rush to your store for shopping.

Let's look at how to do it right. Let's start by answering the question...

What does the classic stock formula look like?

Indeed, there is a template formula for "selling shares." And you all know her well:

offer + constraint + call to action

The offer is your offer. The message you want to convey to the audience. It should be clear, concise and enticing.

Limiter - any "framework". These are limits on the duration of the event or the quantity of goods that take part in the promotion. Here it is important to "hint" that the proposal is not eternal. Who did not have time, he was late (and, perhaps, forever).

Call to action - what needs to be done (directing a person to a specific action). With it, you explain to a potential buyer what he needs to do in order to receive the coveted “prize”.

Even by itself, this formula gives good results. But do not rush to quit studying our article and act.

If you picked up the knitting needles and learned to distinguish between purl and knit loops, this does not mean that you will create a beautiful knitted masterpiece that you can be proud of.

You must be able to "manage" all this. Know a lot of schemes and subtleties so that the end result will pleasantly surprise you, and not upset you.

1. Avoid surprises and intrigues

In the case of promotional offers, intrigues and riddles of any format do not show very high results (“Buy an X refrigerator and find out what an interesting GIFT is waiting for you”).

Buyers are already fed up with all sorts of trifling surprises (when you take a bread machine for a promotion in the hope of getting at least a useful book with recipes, and you get a simple loaf).

They stopped responding to them.

Therefore, use specifics if you want, of course, to attract buyers.

No surprises or intrigue in style "PROMOTION! The lowest prices for the entire range ____» or "A nice gift for every customer ____".

The ideal option is the exact cost of the goods (“ Designer bag ____ at a SUPER price: only 6790 rubles instead of 9530"). This item becomes mandatory when the price is not specified (" minus 30% of the unknown' is unlikely to be of interest to anyone).

2. Make the offer as enticing as possible.

The abundance of "motley" proposals did their job - the person became demanding (and even spoiled). He needs more, more often, better.

Nobody cares today "minus 5% on the next order in the restaurant" or " $20 discount on orders over $1,000».

Is it worth it to announce such events at all?

You will waste your time. It's better to let things stay the same than make a big fuss about a bubble.

Shoppers want generous deals (30% off or more, giveaways here and now, sales on in-demand items). Then it will be attracting new people, and not scaring away regular customers.

Remember about profitability so as not to go into the red.

Let's get as much as you can afford “Two apple juices for the price of one from Monday to Friday”, “Minus 40% on any pizza when ordering from 21.00 to 8.00”, “____ salon gives half the amount of your check”).

At the same time, it is important not only to distribute gifts, but to “fix” the client with you. Otherwise, all actions are meaningless.

3. Seize the right moment

The action is most effective when it is held at the right time and has a "seasonal" emphasis. Simply put, this is the "mobility" of the proposal itself, depending on a specific holiday, date, season.

What do we want to say?

Your offer must be current.

Consider the example of a beauty salon. What “gift” can be given to clients, for example, by March 8?

Let's reason. It's spring, it's time to put hats in a drawer. There is a complete "reboot" of the external appearance. You can provide free hair toning or styling.

But in the winter, when almost everyone puts on hoods and hats, “pleasant bonuses” in the form of a hair treatment procedure or haircut correction will be relevant.

Offer what the person needs at the moment.

One more example: " How to quickly prepare your body for the summer? Buy ____ sneakers by the end of March and get a FREE gym membership ____».

The current action will be a success.

4. Make life easier for your customers

Try not to overload with requests: “Buy ____ toothpaste. Be sure to save the check, then fill out the questionnaire issued at the checkout. In a week, visit us again, present the check and receive your long-awaited gift".

This is an exaggerated scheme. However, this approach is often found during various promotions (here, not only the procedure for obtaining is annoying, but also how it is announced).

Give "prizes" at once, without heaps and ornate labyrinths.

A person should feel the pleasure of buying, and not “get” the feeling that he was deceived somewhere (he spent the money, but there is still no gift).

However, even when offering complex schemes for obtaining “candy”, do at least so that you can clearly convey the essence to buyers.

Let's slightly correct the action with toothpastes: “Only 2 steps separate you from the gift! You need to buy X toothpaste and fill out a simple questionnaire. Exactly one week later, you get Y for FREE after presenting a check..

5. Keep everything you promise

Even if you really want to evade the promise, it is better not to do this.

So, let's say you announced the start of the event: “Hurry up to April 5 to buy a ____ vacuum cleaner at a SUPER price - 3540 rubles. You save 1500 rubles ".

The offer was liked by customers, the goods quickly disperse. And you come up with a "brilliant" idea to extend the promotion "by popular demand".

There are two points here...

First, the participants of the "initial stage" will lose the joy of their purchase. They tried to be in time - to be among the elect. Although it could not be in a hurry.

And, secondly, customers will already be wary of all your subsequent offers.

Distrust is formed instead of loyalty.

6. Make sure there are no repetitions

Let's look at a real example. There is a subscription to elite varieties of Chinese tea. Every week in this store, Friday is called Black Friday and a 10% discount is announced for orders over 100 grams of tea.

I would like to ask: “Does anyone buy from you on other days?”. This is no longer a promotion, but a sale of goods on Fridays.

The feeling of excitement and novelty is lost.

Therefore, it should not be repeated often (both with the time of the event and with the "bonus" itself). Experiment, dress your event in other forms, even if you work in a rather narrow niche in which it is difficult to please with variety.

Offer free shipping or holiday packaging, blackout Mondays, maneuver with, say, tea varieties, and so on.

Here we want to remind you that you need to analyze in detail the nature and behavior of your customers. You should know who specifically buys the product, what is important for this person.

If you are afraid of making a mistake, then it is better to take a neutral position.

For example, the logical chain "washing machine-washing woman" may be erroneous. And offering a share “Washing machine X + lovely ladies cream Y as a gift”, you will fail (it is often men who choose washing machines).

The win-win option would be "Washing machine X + 10 kg of washing powder Y as a gift".

A few more important points

It is necessary to take into account:

• The needs and desires of their customers.
• The need to attract them to further purchases.
• The relevance of the offer itself.
• Compliance with gender and seasonal "codes of conduct".

But most importantly, if you write down your action in the text, pay attention to the style and presentation of information. One wrong move, and you can easily go into the red even with the coolest bonuses and prizes.

It is important to be able to correctly convey the essence of the proposal to the audience.

This is the same selling text that needs to be compiled correctly - the way our studio does (you can see examples of work in).

Everyone has to do their own work.

Then the result will be a flow of new loyal customers.

Gift bag

As everyone knows for a long time, the engine of trade is advertising. Of course, advertising should not be “anyhow”, but one that generates in the souls of potential buyers the grain of demand for the goods of a certain brand or store, and in addition, diligently and carefully cultivates these grains right up to the moment of making a purchase. Advertising must also keep the buyer loyal to his product so that, all other things being equal, he chooses the advertiser's product. All over the world, to create and maintain "love" and commitment of customers to their product, clothing stores and boutiques run promotions, and these promotions can be both standard (simple, but working), and quite original. Consider both those and other options.

When opening a new clothing store, of course, it is simply necessary to conduct an advertising campaign in order to make your potential customers simply found out about the availability such shop. In this case, the simplest promotions that a newly opened clothing store can carry out are all kinds of discounts, gifts, discount cards for new customers.

Two for the price of one

You can hold promotions such as “two for the price of one”, “three for the price of two”, “discount on things with a red price tag”, “discount of so many percent to buyers, for example, with a green bag” (while selling these same green bags at attractive prices), “prices without markup for a certain product”, “we trade at a loss, offering you prices 2 times lower than the purchase for such and such a product”, “fill out the form at the checkout and receive a discount card as a gift” , “happy hours in the store - a discount of so many percent, for example, from 11 to 12”, etc. In fact, there are a lot of options for promotions. A standard promotion could be attractive promoters handing out flyers with a discount coupon in your store. We're talking about "standard" promotions, meaning they're simple and effective. That is, you can adopt any of the above options and get a positive effect. Of course, it is worth carrying out promotions using the support of mass media well-known in your region (radio, newspapers, television, Internet portals).

Fancy Promotions

Now let's look at the option of how to conduct an unusual promotion that would attract the largest number of potential and real buyers to a clothing store or boutique.

An example of a short-term and effective advertising campaign is an action held in one of the large Vilnius stores of expensive jeanswear. By announcing in advance that customers who came to the store at a certain time without pants would have the opportunity to pick up stylish jeans for free, the store management got the result in the form of a line of young boys and girls in shorts lined up at the door of the store at the right time. Since the promotion lasted only 10 minutes, the store did not lose much on free jeans, but more about this promotion and the store itself long conversations, and the “wave” of buyers for “paid” jeans was quite long. By the way, does this case remind you of anything? Many years ago, the Euroset mobile phone store held an even more shocking promotion: customers who came to the store completely naked, given a brand new mobile phone.

People are sometimes ready for madness

Thus, we can conclude that “people are ready for a lot for free,” they are even ready for madness. Start an original, even insane, flash mob advertising campaign, connect the media to this event, especially the Internet, television, so that this action is previously and subsequently written and talked about, so that there are photos and videos - and about your clothing store for a long time will speak. Word of mouth works clearly and effectively, as experience shows, people trust rumors even more than openly submitted information. Loud and scandalous promotions eventually become urban legends, and the name of the store that organized the grandiose flash mob becomes recognizable and attracts the attention of visitors.

It would seem, how can a price cut be beneficial for a store? Oddly enough, but it is discounts that often give the highest sales turnover and good profits. It is enough just to come up with ones that would be really effective.

The fact is that many offers remain unattractive to the buyer, and therefore do not bring the expected surge in sales. At the same time, the owner of the store, with tears in his eyes, takes a percentage of the discount from his profit. It is worth thinking about this a little more so that the shares please both the buyer and the owner of the business.

We organize effective sales and promotions

It's no secret that the often offered promotions are actually empty shells. An example of such a proposal would be pre-raised price, but later reduced, allegedly as part of a sale. There are other schemes that create only the appearance of a good deal. It may seem that this is a tricky move, but in fact, such offers can only work once or twice, and regular customers who know the assortment and cost well will not buy into them.

Creating the appearance of discounts or unprofitable offers leads to a decrease in customer loyalty to the service. Therefore, it is important to come up with promotions to attract customers that will be really effective and beneficial for everyone.

One of the most common options for promotions is a sale at reduced prices. Despite the fact that the profit from each sale will be lower than usual, the volume of purchases will increase, so the store only benefits from such offers. In addition, attention to it increases, new customers appear who can become permanent. And the store itself receives additional discounts from suppliers with increased volumes of purchases.

Marketing promotions in online stores require planning, at what expense the price will be reduced.

Real discounts

Either the site itself or the supplier can give way in price.

• Trade markup discount. Let's say that the store makes a markup on the product in the amount of 20%, then you can offer it for a promotion with a 10% discount. This method is not suitable, for example, for electronics, since margins are not large in this sector, and the discount will be hardly noticeable.
• Discount due to supplier's offer. Often, suppliers make seasonal price cuts, which will allow you to organize a promotion with a sale. This practice is typical for the sale of clothing, accessories, goods for outdoor recreation.
• Price reduction at the expense of the supplier and own margin. You can negotiate with the supplier to reduce the price, in turn, the store will also reduce the cost of the goods. Thus, it is possible to achieve very affordable prices, which will lead to active sales. Suppliers are often willing to accept such offers for a short period of time, as long-term work under such conditions will reduce the competitiveness of other traders.

When it is clear at what expense the discount will be, you need to come up with promotions to attract customers. Spontaneous proposals do not work well on their own, so you need to cling to a certain idea. This is worth talking about separately.

Justification of the discount for the client

A profitable offer with a low price is always a little repulsive, the client simply doubts why it is suddenly so cheap. Therefore, attracting customers to an online store with the help of discounts and bonuses is always timed to coincide with holidays or other events.

• Very big discount and no buyers. It is necessary to describe why the product is offered at such a low price. An example is the liquidation of an old collection, a total renewal of the store's assortment, the liquidation of a supplier's warehouse.
• The untimeliness of the action. Stationery is relevant in August-September, TVs are well sold out in the fall, when people are more likely to stay at home, bicycles are great to buy in the spring. At other times, even a very favorable price may not interest the client.
• Minor cost reduction. If the goods cost 350 rubles, and now 340, then such an offer will simply be ignored.

Often, for the offer to work, the client needs show not the discount itself in % but the real benefit in terms of money. For example, 5-7% may seem unattractive, but in home appliance sales, this amount can be significant. In this case, it is worth specifying the amount of benefit from the purchase separately.

Such justification of the discount as linking dates and numbers works well. For example, on St. Valentine's Day, you can offer a 14% discount on gifts, a store's birthday promotion "for 5 years, a 5% discount." During the holidays, people are generally willing to spend more, so it's easier to push them into impulse buying. This time is simply not to be missed.

Promotion options are very popular when the client earns bonuses for himself. For example, additional discounts are given for filling out questionnaires on the site or for picking up goods from the office.

Examples of promotions to attract customers

The first thing you should start from when coming up with another action for the project is its goal. In addition to increasing sales, there are other goals. It is necessary to retain existing customers and attract new ones, for this you need to fix interest in the store.

Promotions aimed at increasing sales and Attraction of new clients are always limited in time. Offers that are designed to maintain interest in themselves are longer-term.

You can often find very non-standard types of promotions in stores, but basically there are several types of offers.

Sale of past collections

Such offers are typical for clothing sales. It is desirable to get rid of the word "discount" in them. Terms like “total liquidation” work well, such turnovers indicate that there simply will not be any lower prices.

You have to be careful with sales. There is no problem if summer clothes are offered at a discount, and the store also received the autumn-winter collection of the same brand. The product will not compete with each other. But if there is a fresh summer offer product and model of the previous year with a big difference in price, a new collection may remain unsorted on the shelves, especially if it is offered in one section of the site.

Motivation to buy more in a short time

Very effective promotions, the duration of which is very limited, while the purchase involves more volume for less money. An example of such a promotion is the 2 + 1 offer for free. In fact, this is a discount of 1/3 of the cost, and the client immediately purchases 3 items at a price lower by 33%, and not just one with a reduced cost.

Short-term promo codes

To receive bonuses in the form of a promotional code, they use advertising on third-party sites or social networks (examples of such coupon services are http://biglion.ru/, http://kuponogolik.ru/, https://kuponoid.ru/, etc. .). This kind of suggestion works best in a youth audience. Suitable for almost any type of product and helps to attract new customers.

Birthday Discount

Shopping with a birthday discount is a great way to keep existing customers. Many specifically wait for the holiday to buy certain goods that have been noticed for a long time. There are those whom the proposed discount pushes to a previously unplanned purchase. A birthday discount is a great example of a permanent long-term promotion aimed at maintaining a loyal relationship with the store.

Since information about the client is stored in the database, a few days before the holiday, the buyer is notified of the proposed bonus in the form of an SMS message or mailing list. It is necessary to notify the buyer in advance, and the action itself must be valid for several days before and after the birthday. People make plans for the holidays and need time to make a purchase.

Subscription Discount

This type of offer is aimed at attracting new customers. By agreeing to a subscription, the client receives a discount on the first purchase, so he is more likely to make it.

Discount on next purchase

Another way to keep customers. Making a purchase once, the second time the buyer will again prefer this particular store, because here he already has a discount. If a client bought something twice in one place and was satisfied, then in the future he will buy here himself, and also recommend the site to others, because his purchases were profitable.

In this article you will learn 21 options for discounts and promotions that you can use in your store.

We use many of them when working in consulting with our clients, in trainings and in our business. They work perfectly, the main thing is the desire to apply and implement correctly.

It is clear that not all ideas you will apply at the same time or immediately.

Start simple, move on to more advanced ones.

Even if you make one option per month, then in the next year you will have something to do and surprise customers!

1. Discount for an event

This discount is usually applied in honor of some holiday or important event. New Year, Birthday, store opening… As the saying goes, “if there is a wish, there will be a reason”.

2. Melting discounts

Typically used in conjunction with a time limit. On the first day (period), the maximum discount, which decreases every day. For example 50%, 40%, 30%, 20% and 10% on the last day of the promotion. We often use melting discounts in our business when registering for new trainings. In the first days of registration, the price is always lower.

3. Discount by expiration date

Such a discount is set for a certain period, for example 10 days. Or Until December 31… The time limit is an incentive to make a purchase faster. People understand that after a certain time, after the expiration of the term, it will be more expensive and preferential terms will end.

4. "Only today"

This discount is also limited in time. But I singled it out separately, precisely after a very short period of time - one day. The discount, which is valid for one day, perfectly “stimulates” sales.

5. For one item

Such a discount applies strictly to a separate (specific) product. For example, only on skirts. Or only on black jeans... It is also fashionable to combine this type of discount with discounts with a limited duration or a limited number of goods. And also to do the action "product of the week".

6. Discount with limited quantity

This is also a combined discount. In this case, you limit the quantity of the product itself, which can be bought at a discount. Only 10 blouses. Remember? Only 3 chickens in one hand...

7. For reaching the purchase amount

To get a discount, you offer to buy something else so that the purchase amount is XXX. Or you give a discount on the amount of XXX. In this case, you can combine a discount for 2 items in a sales receipt.

8. Cumulative discount

I think the meaning is clear. All purchases of one client are summed up and the more purchases a person makes during the period, the more discount he receives. You set the purchase amount scale at which the next, increased discount is provided.

9. First Purchase Discount

The point is that a person needs to be given a strong incentive to make a decision to buy from you and now. And offering a discount on your first purchase is a good reason. To convey information, you can use a coupon or flyer.

We use this discount for our new subscribers. If you subscribed to the free course " ", you received a one-time offer of an advanced course at a discount.

10. Discount by payment method

For example, when paying with a card, the discount is greater than for cash. Or vice versa. It has been observed that people spend more money when paying with a credit card than when paying with cash. And this is a reason to make a discount when paying by card in order to increase the amount of the check.

11. Discount when ordering online

When pre-ordering from the site or in the social network group of your store, an additional (special) discount may apply. In this case, payment can be both on the spot and online. And it could be the complete opposite.

Recently, I was looking for a DSLR camera to shoot high-quality photos and videos. In one offline store of the mall, I was offered to look at prices and models in their online store. Then call back to clarify the price for the selected model with the manager. Because it can be cheaper in their offline store.

I saw a clothing store with a 5% per like sticker stuck at the entrance. I even took a photo with my cell phone. The meaning is this - you need to go to the Facebook group of this store, click "like" and you will be given a discount.

13. Discount for a public member

Another option is using the Internet. If you have a group or a public page on social networks, then you can use a one-time discount as an additional incentive to join the group. Just clearly and clearly indicate on the avatar or in the description.

14. Pre-Order Discount

Usually used when selling a product that is not yet in stock. For example, you can already sell a product of a new collection, knowing the models, but not having them in stock, thereby receiving part of the money before purchasing the collection from the supplier.

We made such a discount when we released the book "" and sold the first batch even before the release at a lower price.

The idea is that you identify target groups and give them special discounts. For example, “for students”, “for pensioners”, “for accountants”, “for best clients”…

We also often use it in consulting our clients. For the fact that the buyer recommends to his friends and brings new customers, he receives a discount that he can use for his purchases.

17. Discount from a friend

It looks like a discount on the first purchase, but I want to highlight it separately. The idea is that your customer can simply talk about your store, or they can recommend a benefit to friends. That is, a new customer who came on the recommendation of a friend receives benefits in the form of a discount from a friend.

18. Discount "on request"

Often people when buying clothes ask sellers for a discount. Prepare in advance a small discount that can be given in such a situation, but subject to purchase right now. So that there is an incentive not to think or look elsewhere, but to buy here and now.

19. Stacked Discount

You make two discounts at once when buying two things (or more). The first thing - with less benefit, the second - with more. It can be used both with one product and with diverse ones. For example, "buy a dress for ... with a 10% discount and get -30% on a scarf", "Buy boots with a 15% discount, get -40% on shoes".

20. Discount on additional items

The customer buys at the regular price and you offer additional product, accessories, more product, related products at a discount. Just when buying a camera, I was offered a bag with a -10% discount.

21. Random Discount

That is, "how lucky." There is an element of buyer luck here. You define different discounts and the buyer can draw a lottery and get the discount indicated on it.

You can also use a cube (dice) by pre-determining the discount that corresponds to the face of the cube. The customer rolls the die and wins their discount.

I am sure that you have found a couple of ideas for yourself that you will try tomorrow. Or at least in the next few days.

What types of discounts do you use in your store?

Surely you also have something interesting in stock. Share in the comments, we will be glad.

Successful sales.

P.S. If you are ready to spend the next 5-6 minutes on training, then watch the video. You will learn how to sell more and earn more.

Ideas in after are borrowed from the book “Effective commercial offer. A Comprehensive Guide, and the second is Denis Kaplunov and adapted as examples of promotions for clothing stores.

Promotions are another tool to win over the consumer. As a rule, within the framework of the promotion, a potential client gets the opportunity to evaluate, test the company's goods and services free of charge or at a lower price.

How to come up with a promotion and attract customers

An entrepreneur must learn to come up with effective promotions. How?

1. 1. Decide on the participants of the action. The success of an action depends on three factors. The first is buyers who came to the store under the impression of advertising. The second factor is sellers. It is important to remember that advertising only gives the buyer an idea about the product, and the seller completes the transaction. And if he confidently recommends a product from a competing company to a client, it will work. The effectiveness of an advertising campaign depends mainly on the seller.

   The third participant in the action is the store director (administrator, top manager) - in other words, the person who manages the sellers of the department (store, region) entrusted to him. The manager's task is to stimulate an advertising campaign, that is, to control the display of goods, give recommendations to sellers, and show interest in the progress of sales. The greater the manager's interest in the success of the promotion, the more likely it is to be successful.

2. 2. Find out what motivates the participants of the action. Each participant pursues his own interests, which means that everyone has different motives.

   The buyer comes to the store with the hope of buying a quality item at a reasonable price and with a guarantee. A bonus (a nice accessory or service) will not be superfluous for him.

   The seller, fulfilling his duties, is guided by material benefits. If the fact of a successful transaction guarantees him some reward, he will be interested in the work. Financial incentive in this case is a bonus based on the results of sales or a bonus for the unit sold. Sales help him make a career, but a career is too abstract a concept, but a bonus is quite concrete.

   As for the director of the store, he must think more globally than the seller. As a rule, the administrator is usually a white-collar employee working for hire. He is interested in the success of the business of which he is a part. He strives to rise to the top rungs of the career ladder, but this is only possible if the plan is fulfilled, sales increase, and competent salespeople are managed. The more significant the success of the manager, the greater the material reward that he expects.

3. 3. Consider the interests of the buyer. All marketing is built on knowing the interests of a potential client, on understanding the psychology of the buyer and revealing his motives. Few managers can say with certainty what their clients want, because they have no idea about their hobbies, lifestyle, wealth. All these things need to be studied. An advertising campaign will only be effective if it is planned taking into account the specific characteristics of the target audience.
4. 4. The target audience may be heterogeneous. For the same washing machine (computer, headphones, and so on), a student, a head of the family, and a housewife can come. And all these people, remarkably, have different priorities. A couple of packs of washing powder, even if they are free, will not cause much enthusiasm in a man who has never washed his own clothes. And a ticket to a football match is unlikely to be useful to a woman who is not a fan. Therefore, it is worth considering several options for rewards. Of course, there are also universal bonuses. For example, a large flash drive will surely please all laptop buyers.

   Focusing on the preferences and tastes of different people is troublesome and expensive, but in a competitive environment it is necessary. An effective promotion is a well-thought-out event.

5. 5. Relevance is above all. In order for the action to “thunder”, it needs to be launched at the right moment in the right place. This point is easiest to explain using the example of holidays or the change of seasons.

   A few weeks (days) before the New Year, sweets, champagne or a box of fireworks will be a good addition to any large purchase. Gender, age, wealth of the buyer and the geographic location of the store in this case do not really matter.

   Here is another option, less traditional. A travel agency, advertising tours to warm countries, can offer potential clients free certificates to a gym or a beauty salon. They can be extremely relevant on the eve of a beach holiday.

6. 6. Modest bonuses work better than overpriced gifts. Suppose a company is running a promotion that will give the winner a car or a trip to Hawaii. Clients are not very interested, because they are well aware that they will not see a super prize: the company is well-known, it has a large audience, which means that the chances of winning something tend to zero. Besides, where is the guarantee that the super prize really exists? And if it exists, then most likely it will be played between the "close ones", so what's the point of joining the game?

   But if every buyer of a product or service participates in a lottery with a guaranteed (even a "penny") win, interest in the campaign increases. As you know, a titmouse in the hands is better than a crane in the sky. The opportunity to get any little thing for free, even if not really needed in the household, is a serious incentive. A new printer may come with a stack of heavy-weight paper, a bike with gloves or a flask, and a mobile phone with a case of your choice. You can go the other way: in addition to the TV, offer a blanket or a case of beer, and to the microwave oven - a coupon for the delivery of pies or pizza.

   In other words, it is preferable to give small gifts to all shoppers of the store than to make the only winner happy with a super prize. It is due to small bonuses that customer loyalty is formed. Practice has repeatedly confirmed the correctness of this approach.

7. 7. You don't have to be smart. Announcements about promotions should be as accessible and understandable as possible to all representatives of the target audience. A potential client should not puzzle over what is offered to him, especially since he reads ads, as a rule, in between times (for example, in transport). The advertising text should clearly state what the buyer must do in order to receive the bonus. Of course, some entrepreneurs love intrigue (and this trick sometimes works great!), but clear directions are always preferable.
8. 8. Receiving a prize should be simplified. It happens that in order to receive a promotion, the client must:

   Buy a product.
   - Fill out the questionnaire.
   - Get a unique number.
   - Save the check.
   - Register on the site.
   - Enter a unique number.
   - Wait for the results of the lottery.

   Needless to say, this path is too difficult? If “the game is not worth the candle”, the buyer is unlikely to go further than saving the check, and he can be understood. Nobody likes to make extra gestures.

   Therefore, it is desirable to draw prizes as soon as possible, ideally immediately after the customer makes a purchase. If, nevertheless, it is supposed to fill out a questionnaire or a flyer for the subsequent drawing, then the technology of this process should be simplified to the maximum. Offering a customer to fiddle with papers is indecent, especially if you take into account the fact that he has already done a favor for the store (company) by purchasing a product or service. Therefore, the manager (seller) should deal with the red tape.

9. 9. You have to be friendly with the staff. First of all, “staff” refers to salespeople. It is these people who are always aware of what is happening, both in their store and those of competitors. They know why things are this way and not otherwise, why some new products are in demand, while others are not. Even if the leading manager has attended dozens of seminars on successful sales, a good salesperson will still find something to surprise him with. Salespeople know more about buyers than anyone, and their advice and recommendations should not be neglected.
10. 10. …and follow the buyer!... In the literal sense: having studied the interests, passions and hobbies of the target audience, the entrepreneur must "force himself" to share its tastes and from time to time appear in the thick of things: at sports competitions, music festivals, holidays in shopping centers. People trust more those they know by sight and those who do not distance themselves from them. Therefore, on the eve of the next advertising campaign, a little publicity will not hurt.

Interesting promotions to attract customers

• "Buy one item and get the second one for free." There are simple, no pretense of originality, marketing recipes that have been and continue to be profitable. These are promotions from the series “three for the price of two”, “special price for goods with green price tags”, “discount in the morning hours”, “discount on Birthday”, “red price tag: the price is lower than the purchase price”, “buy goods for a certain amount – get a free discount card”, “get a discount coupon for every 500 rubles”, and so on. Any such action, supported by the distribution of leaflets and a video broadcast on TV, guarantees an increase in sales (if the mechanism of the transaction is clear to everyone). It is not necessary to deny the possibilities of the Internet (radio, print media) for disseminating information about an advertising campaign. The distribution of flyers by promoters on the streets closest to the store also works great.
• Unconventional solutions. As you know, they work well in business. A striking example of an effective advertising campaign is the offer of one of the jeanswear stores in Vilnius. The action lasted no more than ten minutes, during which people who came to the store without pants could choose free jeans of famous brands. In such a short time, the store did not have time to incur large losses, but the line of half-naked people on the street aroused the well-founded curiosity of passers-by. Conversations began, passions boiled. The company's management reaped the fruits of fame: the flow of those who wanted to buy jeans for money did not dry up for several months.

  An even more outrageous action was carried out by Euroset: each client who came to the salon completely naked received a phone for free. And such people, of course, were found.

  The more provocative the action, the more public outcry it causes. Consumers are greedy for the word "free!" (“Free!”) in the ad and for the sake of “freebies” are ready for a lot. Therefore, the most incredible flash mob, beneficial to the consumer, will be perceived, if not with delight, then with curiosity. The involvement of the media and the publication of an announcement on the Internet guarantee the rapid dissemination of information. And if videos and photographs are taken during the action, users will discuss it on the forums for a long time. Properly organized, not contrary to the law, but at the same time a scandalous campaign will not only help increase sales, but also ensure brand (store) recognition. It is possible that over time it will be perceived as an urban legend.

Clearly, entrepreneurs should not be afraid to innovate in advertising. Each campaign requires careful study of the needs of the target audience; besides, not every promotion performs as expected. But sooner or later, an active and courageous leader will definitely find solutions that work best: arouse public interest and contribute to the influx of new customers.