Popular promotion. Promotions to attract customers: what to come up with, examples. What arguments will work at the negotiation stage

The fact that "advertising is the engine of trade" is obvious today. Promotions and interesting marketing events are an important tool to win over a buyer. Each company, depending on the field of activity, scale and direction, resorts to a variety of moves. Many organizations periodically run promotions to attract customers that stimulate sales and general interest in the services of a particular firm.

Algorithm for developing an advertising campaign

Advertising moves are different, they make it possible not only to arouse interest in your product, but also to better study the needs of the buyer, his desires, build a model of your potential audience. You need to know how to come up with an interesting offer that will interest a wide range of potential customers.

Target Audience Selection

Before introducing a system of bonuses, discounts and other events, it is important to draw a portrait of a potential buyer - what are his interests, what priorities does he set for himself when making a purchase. Perhaps this is an elderly person who wants to find a product at low prices, or a girl who is looking for how.

Only by analyzing the possible behavioral reactions of your customers, you can achieve the desired results, increase sales. It's hard to believe, but even large companies sometimes skipped the step of analyzing their potential audience, for which they suffered millions of dollars in losses.

Max Factor, Revlon and Avon tried to enter Asian markets. Naturally, a large budget was spent on promoting their products, holding promotions to attract customers, and opening points of sale. But as it turned out, Asian women have completely different requirements for a tonal base, it is considered vulgar for them to use perfume throughout the day, and there are completely different requirements for a decorative line. As a result, stores gradually closed, and a well-thought-out campaign had to be curtailed. As you can see, even a large promotion budget will not give the expected results until the target audience is carefully analyzed and studied. Even marketers of large corporations sometimes forget about it.

Strategy Development

Each potential buyer pursues his own interests, but they all come down to a simple formula - "buying a quality item / service at a reasonable price." At the same time, bonuses, promotions, discounts, guarantees for purchased goods, etc. are welcome. But it is often difficult to determine a clear audience, since it can consist of different target groups and categories. In this case, the main task is to choose the right strategy, to draw up.

A housewife who does, and a student can come for a washing machine (telephone, computer). A pack of washing powder as a gift will not please a man who has never washed his clothes, and a free ticket to a football match will not arouse much enthusiasm in a woman. In this case, it is important to find common ground for the interests of all potential customers and offer them a really attractive bonus (for example, everyone without exception will appreciate headphones as a gift with a new tablet).

Following the tastes and interests of different people is troublesome and expensive, but in a highly competitive environment it is important.

What promotions can you come up with to attract customers?

Good quality, large selection, fast service are key factors in any business. But all of them can be underestimated if you do not allocate funds to advertise your products or services. Therefore, often businessmen and managers have to come up with a variety of promotions to attract customers that would increase attendance, and with them the amount of profit.

Present

Bonuses, souvenirs, promotions, related little things as a gift will indicate a respectful attitude towards the buyer, cheer him up. Most likely, the next time he searches for a product, he will turn to the same store that specializes in the necessary products. And although everyone has long known that the cost of a gift is already included in the price of the main product, a small trifle is so nice.

Discounts

The discount system is a common and popular method of attracting customers. This alluring word affects people differently, but most of them will definitely want to study the proposed heading, get acquainted with its characteristics. The system of discounts is different:

• seasonal discounts;
• lower prices for collections from previous seasons;
• discounts for the birthday of the buyer;
• encouragement by attracting a buyer;
• rewards by making a purchase for a certain amount;
• discounts for a certain series, group of goods;
• accumulative cards (loyalty system).

Prices

The visual appeal of prices is an essential attribute of any outlet. Psychologists have proven that a buyer is attracted by a price tag that he visually likes (99.90 rubles or 59.90 rubles). Naturally, 10 kopecks will not affect his budget, but on a subconscious level, these figures seem more profitable than 100 or 60 rubles.

Non-standard solutions

Bonuses, discounts and small gifts are a familiar and widespread tool for optimizing sales. It is difficult to surprise a “spoiled” buyer who is more interested in this than discounts on the next line of goods.

Many companies (both large and small) often resort to non-standard approaches, forcing many to learn about their activities and take advantage of the services offered, buy goods.

Once, an expensive denim store in Vilnius published information that customers who come to the store without pants at a certain time will be able to pick up and receive jeans for free. As a result, at the appointed time, a queue of young people in only their underwear lined up near the store. The action lasted 10 minutes, during which time several dozen guys and girls received free jeans, and the store gained popularity, attracted the press and a queue of buyers already for paid items.

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Promotions to attract customers are an important tool in the internal policy of each company. What to choose (standard or non-standard approaches) depends on the specifics of the company itself, but they are needed to increase the flow of customers and optimize sales.

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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.

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.

Increase the average check by 15% before the New Year, turning customer spending into virtual currency. Advertise the company by giving the client an expensive prize for a penny. Track store traffic using special technology.

Consumers are accustomed to pre-New Year promotions and discounts and do not respond to similar offers. To stand out from the competition at the peak of sales, hold an auction for consumers. This method is suitable for retail companies. The article contains five examples of interesting promotions to attract customers. Following the algorithm, we increased the average bill by 15% and increased customer traffic by 20%.

Marketing campaign to attract customers 1. Simple

The buyer will not join the game, which requires a lot of actions. Before the New Year, customers do not have enough time anyway. What will attract them? An interesting event, big prizes and simple mechanics. Take advantage of the fact that people buy quickly and do not always calculate the full cost of goods in stores. Instinctively, they pay attention to offers that seem profitable.

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Example. In 2011, three months before the New Year, we organized an auction competition to stir up consumer interest in shopping in the Moscow network of the RIO shopping and entertainment center. 70% of tenants of three shopping malls joined the event. The idea of ​​the auction: visitors purchased goods in the stores of these shopping centers for three months. By saving checks, they received virtual currency, taking into account the amount of purchases. With the help of invisible "money", consumers bid at the auction that took place before the New Year.

In order to participate in the auction, visitors made each purchase at the promotional counter. It was also allowed to come once with checks collected during the promotion period. On the check, they indicated how much the buyer had in-game "money", and recorded this information in the database. When a person came to the auction, the manager at the counter reported the final amount. Clients who spent from 5 thousand rubles were allowed to the event. So the stores participating in an interesting campaign to attract customers increased the average bill.

To make it easier for buyers to understand the conditions of the promotion, managers were on duty at special points in the mall, who explained the details.

Conclusion. The unusual format interested consumers. Customers might not notice a promotion with standard discounts or gifts. The competition, which warms up the excitement, is optimal before the New Year.

Marketing campaign to attract customers 2. Seductive

An interesting promotion to attract customers should be bright. Announce a drawing of high-value prizes that customers will want to receive. Attracting famous people to the event and organizing a show is not always worth it. Buyers enter competitions for gifts.

Example. In three malls, special showcases were designed, where prizes were displayed. The number of lots was gradually increased: this guaranteed the buyers that the auction was real. Among the prizes: a car, a moped, gadgets, a trip to Europe for two, a home theater, etc. The main lot of the auction is a new foreign car. The car was also exhibited in the shopping gallery.

Conclusion. Demonstrate to customers that the event is going without cheating. It is important for consumers to see the prizes, if possible, to touch them. Otherwise, people will not believe that they will receive a valuable gift.

Marketing campaign to attract customers 3. Thoughtful

To make the competition a success, warm up the excitement of buyers. Then people will positively perceive the action and will enthusiastically fight for lots. Without this, the draw will turn into a simple distribution of gifts. A brisk auction motivates customers to come to the store.

Example. In order to captivate the participants of the competition, the chances were equalized. We introduced coefficients for converting the amount of purchases into the currency of the auction. In clothing, footwear, and accessories stores, the exchange rate was set at 1:1 (1,000 rubles in a check - 1,000 rubles at an auction). In the salons of electronics, household appliances, jewelry, the exchange rate was set at 10:1 (10 thousand rubles in a check - 1 thousand rubles at an auction). In furniture and lighting stores - 20:1. In addition, the conditions of the auction forbade adding real money to checks.

They noticed at the auction: those who did not spend their savings immediately, but waited for a large lot to be drawn, won. Most of them gave all their "currency" for inexpensive prizes (gadgets). Only five people got to the last lot - a car. As a result, the car for 50 thousand game "money" was purchased by a participant who kept the entire amount until the end of the auction. The buyer received the car in three months: this is how we initially agreed with the salon. All this time, the owner came to the mall, checked the trophy and even washed the car. This served as additional advertising for the car dealership and the shopping center.

Conclusion. Ensure safety: in the heat of a prize fight, people often overstep the bounds of politeness. Let security guards and duty managers keep order. Security will quickly respond to aggression in the crowd and bring out inadequate participants.

Marketing campaign to attract customers 4. Affiliate

To avoid excessive costs, involve partner stores, the shopping center in which your point of sale is located, or local malls. It is better to cooperate with individual entrepreneurs or medium-sized retailers. They will like the idea of ​​increasing traffic and average check, increasing brand awareness.

Example. We relied on small and multi-brand stores that allocated prizes through barter. In exchange for gifts, retailers received large-scale PR, mention in the media, advertising inside the mall, in e-mail newsletters, etc. So, the car dealer provided the car - according to the contract, it stood in the shopping gallery for six months (three months during the action and three months after the final ). Due to this, the salon promoted its own brand. Large brands also invested in the prize fund, which did not directly inform buyers about the draw.

What arguments will work at the negotiation stage?

1. Explain to stores that the main advantage of an interesting promotion to attract customers is an increase in the average check. Customers will be motivated to spend more than usual.

2. Show that in exchange for a small spend, retailers will receive advertising that would have a higher real cost.

3. If you trade in the regions, give an additional argument: here consumers have lower incomes and they are not spoiled by spectacular contests with interesting prizes.

Conclusion. It is difficult to agree on a promotion with federal networks, since the marketing budget of large brands is approved a year in advance. The networks also hold their own events. If you decide to work with large retailers, plan the promotion in advance. If you have not agreed on a direct partnership, offer retailers to form a prize fund.

• B2B customer acquisition program that increased sales by 28%

Marketing campaign to attract customers 5. With notification in social networks

To record the result of the action, do not limit yourself to only counting the participants in the competition. Use all means to find out the number of attracted customers. This way you will understand how many buyers are actually interested in the action in order to repeat this experience in the future or improve the result.

Example. The attendance of the shopping center and the overall effect of the action were assessed in two ways.

Online tracking. The company's SMM managers measured the organic traffic of subscribers in the social groups of the mall itself. During the campaign, e-mail mailings and SMS notifications were organized: the number of responses among loyal customers was measured by transitions to the contest website. The mailing was done for all buyers of the mall, regardless of participation in the festive promotion. This is how other visitors learned about the competition.

In the groups of the mall itself, users shared photos of checks and discussed prizes in the comments. This made it possible to get new subscribers in social networks and track the number of attracted buyers.

Offline tracking. Traffic in the mall was measured using a hardware-software complex, which consists of sensors, network equipment and software. When the flow of visitors passes through the frame, the system counts the number of people for a specific period of time. There are such complexes in almost all shopping centers. You don't have to buy an additional system. To assess the change in traffic, we compared the data on the number of buyers with data for the same periods of previous years.

Conclusion. If there are no sensors installed in the store or shopping center, ask interested buyers to post photos with receipts online. In return, offer a small bonus or gift. Even if those consumers don't show up for the competition, you'll draw attention to the brand. Also, ask shoppers if they plan to participate in the promotion.

During the action, attendance of the mall increased by 30%, the event covered 150 thousand buyers. The auction increased the loyalty of regular customers. The average check of the tenants who participated in the competition increased by 25%, and the traffic of partner stores - by 20%. This is a good result, given the remoteness of some malls from the metro.