The best marketing promotions to attract customers. Promotions to attract customers

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 used 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 check.

To make it easier for buyers to understand the conditions of the promotion, managers were on duty at special points in the shopping center 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.

SMM marketing is gaining more and more popularity these days. In this regard, marketers need to constantly look for new ideas on how to work with the audience of their project. Of course, the most interesting option to attract and hold the attention of the audience is to hold promotions and contests, various lotteries in social networks. As practice shows, the attention of the audience is perfectly concentrated on all kinds of advertising and entertainment promotions.

If they include an element of gamification, engagement, games with the audience, then such contact has every chance of being long-term, and also developing into a sale, and then into loyalty of a permanent client. So today, marketers increasingly have to play the role of an entertainer and not only inform the audience about the product, but also provide the audience with high-quality entertainment materials. We have compiled a list of 10 contest ideas that you can run on Facebook, as well as Vkontakte, or on your own project website.

Let these ideas help you create your own contests, as well as inspire you to look for new formats. So here are our suggestions.

1. Promotion to distribute mini kits of company products, for example, if your company sells cosmetics (especially little-known brands), then you can use the idea of compiling cosmetic kits from samplers. For a small fee, and sometimes free of charge, such sets can be sent to everyone. The idea is especially relevant before the holidays.

2. Discounts when buying from 2 people. That is, if you buy goods in a clubbing, then it costs you less. You can make a progressive system of discounts. For example, the more people buy, the bigger the discount. In this case, user contacts are valuable. They are usually quite difficult to obtain. So you have the opportunity to actually get them for free, just by giving a discount to a group of people!

3. Refer a friend and get a bonus. Such promotions on the Internet are usually carried out on the principle of payment for recommendations - if you told a friend about the campaign and he bought something according to your recommendation, then you receive either a cash reward or a discount. In practice, it is best to give a bonus to both - both the one who brought a new client and the client himself.

5. Action with levels. This is something more like conducting a quest, only the action takes place not on a real area, but on a social network. Several levels of difficulty can be developed. For example, in the first stage, everyone participates, an increasing number of participants are recruited, then a quiz is held, then a vote, then a quiz again. So you can create several levels of complexity of participation in the action. Just don't overdo it. Your task is to captivate and gather as large an audience as possible, and not disperse people.

7. Product knowledge quiz. Everything is simple here - you can try to find out from the audience, but what does she even know about the product that you produce or sell? The quiz is both entertainment and education in one bottle.

8. Competition in partnership with another company. You can come up with and hold a competition in partnership with a company of a completely different profile. For example, today one of the best options would be to hold a competition together with a travel agency or a language school.

9. Action with the collection of likes. Such promotions are aimed at increasing the number of subscribers and expanding the reach. The rules are simple - there is some kind of prize, and the one who collects the most likes on his page gets it.

10. Reality show. The most difficult, but also the coolest option, because it allows you to get a huge response, a huge number of reposts, and also simply increase your image among the audience and existing customers. For a reality show, you need a good idea, as well as participants who will agree to fulfill your conditions.

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 a benefit 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.

Sales Generator

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Each person is pleased to receive a gift or a discount. Therefore, an integral part of any business are various promotions for goods and services. These events have various goals: increasing profits, selling products, finding new customers and maintaining interest among existing ones. From this article you will learn everything about promotions to attract customers.

From this article you will learn:

Goals of marketing campaigns to attract customers
What promotions are most often carried out by companies
Interesting promotions for customers providing services
Unusual stock examples
20 ideas to attract customers to the online store
Step-by-step instructions for launching promotions
How to evaluate how effective they are
3 books that will teach you how to run the most effective promotions

What are the goals of marketing campaigns to attract customers

When the country's economy is in a crisis, every enterprise faces the question of attracting buyers. It is especially relevant also because there is competition in almost every area of business.

In such difficult conditions, business owners are beginning to use a variety of ways to attract customers. One of the most popular means is sales promotion.

Sales promotion is a promotional tool, the purpose of which is to increase demand for goods or services for a short period of time. To achieve this goal, various actions are carried out.

Promotion helps:

Increase sales for a short period.
Capture a larger market share.
Grow your client base.
To lure some buyers from competing firms.
Achieve high volume purchases.
Maintain customer loyalty.

Promotions to attract customers have the following advantages:

for the period of the event, attention to the company and its products is seriously increasing;
the level of awareness of the audience of potential buyers increases;
there is a significant increase in sales;
the desired effect is achieved fairly quickly;
the main goal is sales.

However, such shares also have disadvantages:

the described effect extends only for a short time and, as a rule, stops after the end of the event;
can be bad for the company's image. For example, by providing a serious discount, a high-level firm risks losing paying customers and attracting those who are not satisfied with prices without discounts;
severely reduce profits. Even the smallest discount ultimately affects the income of the organization.

If these shortcomings do not scare you, then move on.

What promotions are most often carried out by companies to attract customers?

Gifts for purchase

So, what promotions to hold to attract customers? Often companies decide to give gifts to customers. As such, own products can act, then it will be necessary to calculate changes in sales and profits so as not to go into the red.

Also, a gift can be a product of a partner company. To do this, you need to find a company that will agree to such cooperation in order to attract attention to the brand.

For example, a store owner asks the manager of a nearby cafe to distribute non-free coffee coupons to his customers. The likelihood that customers will buy something else when they come to use their coupon is very high. Therefore, it is quite possible that the head of the cafe will be pleased with such cooperation.

The promotion "gift for purchase" has several types:

the second product with the lowest cost is free;
a gift from a partner company;
win-win lottery;
receive a discount card upon purchase.

Discounts

One of the most common methods of sales promotion is discounts. Bright price tags work great for attracting attention, and customers are happy to buy goods. Moreover, the higher the discount, the more purchases you can achieve. However, it must be remembered that at the same time as sales increase, discounts always reduce profits.

Let's say a company is running a promotion to attract customers and announces a 10% discount on all products. Initially, the unit cost of production was 17.3 rubles, and the markup of 15% was 2.7 rubles. In the previous month, 120 items were sold at a price of 20 rubles per piece. Thus, the sales volume amounted to 2400 rubles, and the profit of the organization - 313 rubles.

During the current month, the product was sold at a discount. The volume of sales increased by 20%: 148 goods were sold for the amount of 2664 rubles. But at the same time, the profit from each product was no longer 2.7, but 0.7 rubles.

What profit will the store receive this month? Let's calculate:

0.7 * 148 = 103.6 rubles.

That is, although more goods were sold, but the profit decreased by 209.4 rubles.

Submit your application

Before you start attracting customers with discounts, be sure to carry out such calculations.

At the same time, it is necessary to understand that a discount of 5-10% has very little effect on demand. To achieve significant customer acquisition and sales growth, you need to reduce the price by at least 15%.

You can also highlight the forms of discounts:

seasonal sales;
discount when buying a certain amount;
discount associated with a specific date (anniversary of the store, birthday of the buyer or other holiday);
discount on any type of product;
discount for defective goods;
discount on a certain "product of the day";
refer a friend discount.

Promotions to attract customers must be tied to some events. An unreasonable price reduction may raise doubts about the quality of the products offered. So, with a thoughtless announcement of discounts, you can harm the company's image.

Loyalty cards

Speaking of attracting customers, one cannot fail to mention discount cards. Their meaning is that the cardholder receives certain benefits in this store.

There are several types of such cards.

Discount cards. The owner of such a card carries out all purchases with a fixed discount. Its size always remains the same. Such cards help to tie buyers to the store.
Savings cards. The discount on such a card depends on how much the buyer spends in the store. That is, the more he buys, the more he receives bonuses, which are then transformed into a discount. Such a card not only works to attract customers, but also helps to increase the number of purchases.
Club card. Such a card has certain conditions for obtaining, for example, a large purchase volume. The owner of the club card is provided not only with a discount, but also with other privileges.

Don't just hand out cards. It is better to associate their receipt with a certain date or to determine the conditions for issuance.

Tasting

Tasting is often used as a promotion to attract new customers in supermarkets. At the same time, its implementation affects the number of purchases in the store as a whole to a greater extent than the sales of the advertised product. Statistics show that people buy, on average, 25% more than they were going to if they participated in the tasting.

Contests and sweepstakes

Now, to attract customers, companies are increasingly holding lotteries and contests, in which their products are the prize. Such events are an excellent means of increasing the recognition of the company and improving the image.

Competitions are divided into two types:

Directly related to the product. The conditions of such contests imply that a person must first purchase something, and for this he can receive a gift. For example, you need to register 10 codes from yogurt packages to become a participant in the draw. Such competitions work to attract attention to the company and increase sales.
Indirectly related to the product. Here we are already talking about the fact that the client does not have to make a purchase to participate in the competition. For example, a stationery company might host a school-themed story contest.

Interesting promotions to attract customers providing services

Unusual examples of promotions to attract customers

outrageous

Let's start with the most unusual actions, which require remarkable courage. However, the result can be to attract a huge number of visitors and customers.

A striking example of a marketing campaign to attract customers, associated with shocking, can be called the Euroset campaign. Its essence was that a person could get a phone for free by coming to the store naked. Many firms, ready to promote their brand due to human greed, have tried to repeat this event in one way or another.

For example, not so long ago, a new clothing store in Germany turned to this method of attracting customers. Its managers offered visitors to choose a complete set of clothes for free for a certain time with one small condition: they had to come completely naked.

It is noteworthy that such promotions can be carried out not only by promoted brands, but also by newly entered the market. So, at the opening of one store in Irkutsk, customers were asked to tear their jeans, and then choose new ones and pick them up for free.

The action, which was held by the IKEA store, was widely known. For a month, a married couple lived in it: a man and a woman slept, cooked, ate and washed using the company's products. Of course, they did an excellent job of attracting attention. And sales in the store during this period increased significantly.

treasure hunt

This type of action at the moment can be called interesting and relevant. To attract customers, a search for a valuable prize is organized. The territory of the event may be limited to the shopping center where your store is located, or it may be much wider.

Then you need to use various resources to draw attention to your event. You must tell as many people as possible about the opportunity to find the treasure.

A similar action was carried out by one bank: coins made of the purest gold were used as treasures, while the event had serious informational support.

Used such promotions to attract customers and cafes. The prizes were certificates for food delivery, and the search was carried out with the help of radio hosts. People willingly took part in such an unusual interactive activity.

To maintain awareness of the audience, it is only necessary to agree with the media on mutual advertising. By the way, by the end of the month, the chance to get consent to cooperate with representatives of the mass media is much higher.

Weather Discounts

The rules of this promotion are quite simple: the higher or lower the temperature outside, the greater the discount. This may be a promotion to attract customers to a clothing store, swimwear, air conditioners and other seasonal goods.

However, this format is not suitable for organizations operating in areas with a continental climate. The danger for them is that when the temperature rises, a large number of sales will have to be made at a discount, which will have a bad effect on profitability.

A partnership with the city's website, which displays the current temperature, will help enhance the effect of such an action. Such cooperation will be beneficial for both parties: the portal will receive an increase in the number of views, and you will attract more buyers.

20 promotional ideas to attract customers to the online store

Random reward.

This promotion is not designed to attract new customers, but to interact with existing ones. Its participants are those who made a purchase in a certain period of time. The winner, who will receive a material or cash prize, is determined using a program that generates random numbers.

Package offer.

If you don't know what promotions to take to attract customers, you can turn to a proven method of bundling products or services. Since several items together will cost less than individually, this will encourage buyers to purchase the package.

For example, sets that combine appliances with accessories and components show themselves well.

Create a sense of scarcity.

To do this, advertising messages include information about the limited duration of the action. If you can take advantage of a profitable offer for only a few days, this helps to attract more customers. The feeling that you can lose money if you delay the purchase stimulates demand.

Opportunity to get first.

The point is to give customers the opportunity to get the new product first if they pre-order. It makes sense to carry out such promotions to attract customers to those stores that sell very popular products, such as the iPhone.

Weekend offer.

Weekend sales tend to drop. To attract customers to the store during this period, it is worth creating special weekend offers and notifying them using the mailing list.

Personal selections.

You can generate a much higher number of repeat purchases if you offer people something that may be of interest to them. To do this, an analysis of viewed products and previous orders is carried out.

Buy more to save.

Attracting customers is due to the fact that they create a sense of savings. At the same time, such promotions are beneficial for the seller, as they stimulate the growth of sales. You don’t need to get carried away with discounts, the main thing is that they attract the attention of customers and push them to buy. This also reduces shipping costs.

Find cheaper.

This method of attracting customers is suitable for companies that occupy a new niche and do not have a large number of competitors. The idea is that if the buyer finds a similar product at a lower price in another store, then you return the difference to him.

It is very important to note that in highly competitive markets where mark-ups are relatively low, such promotions should not be used.

For subscribers only.

Typically, such promotions are primarily associated with e-mail, but they can also be carried out to attract subscribers to social networks. It is necessary to generate a profitable offer for only one channel. For example, offer a discount valid for some time to all subscribers of your VKontakte group.

We change the old for the new.

A striking example of the use of this technique, called trade-in, is the ability to exchange an old iPhone for a new one. It may be profitable for the seller to exchange old things for new ones with a small surcharge - then it is worth holding such promotions to attract customers.

Gift certificates.

Certificates are actively used in the sale of goods, the demand for which is quite high. It can be cosmetics, jewelry, clothing and more.

They are willingly purchased as a gift when it is difficult to choose a specific thing that a loved one would like. Therefore, the presence in the store of gift certificates of a certain denomination will help you attract customers.

Tell me a story.

Among the subscribers of groups in social networks or mailing list recipients, you can always find people with imagination who can tell an interesting story. You can organize an action to attract customers, participating in which they can receive a pleasant gift for their work.

The conditions of the competition can be different: either it is a competition of stories related directly to your product or store, or dedicated to a certain date.

Family shopping.

You will be able to increase the number of sales if a person receives a second product, for example things for children, on more favorable terms. When ordering clothes for both an adult and a child, you can offer the buyer a discount, free shipping, or give one of the items as a gift.

The service is a bonus.

Sometimes, in order to use the product, it is not enough to purchase it. There are categories of goods that require installation, configuration, etc. And if the seller offers customers better service or even free of charge, this will definitely help attract customers and improve the company's image.

Master Class.

If your products are later used to create something, then a workshop competition can be a good way to attract customers. Such promotions are one of the best selling goods for creativity.

Guess the result.

Promotions to attract customers are often associated with significant events in the life of the country and the world. And if we are talking about a competition, the result of which is not known in advance, we can associate the conditions of the competition with this.

For example, before the championship in any sport that is in the spotlight, you can announce a promotion: whoever guesses the score will receive a discount on your goods or another bonus.

Review bonus.

For online stores where there is a certain system of discounts or the possibility of accumulating bonuses, this method of attracting customers is also suitable. Within the framework of this system, buyers are invited to leave a review on the purchased product and receive a certain amount of bonuses to their account.

Better be the first.

This promotion works to attract customers, since a limited number of people can participate in it. A certain number of people who manage to make a purchase first receive a valuable gift. The action is suitable for attracting attention to a new product.

Subscription Gift.

As part of this promotion, in order to attract customers, everyone who subscribes to a promotional mailing list is given a certain discount or the opportunity to receive a gift when buying in a store. As a result, you can quickly increase your subscriber base.

Special days.

In the United States and many foreign countries, the Black Friday promotion has long been actively used. Now domestic stores are also engaged in attracting buyers in a similar way. But this global sale occurs once a year, and demand must be constantly stimulated.

Therefore, you should choose any day of the week and offer customers special conditions. This can be receiving bonuses, which are then converted into a discount, small gifts, free shipping and much more.

What are the points of a promotional launch strategy to attract customers

To successfully attract customers with the help of various promotions, you must first develop a strategy for their implementation.

The planning of measures to maintain demand is as follows:

The goal of the campaign to attract customers is determined.
The types of shares that will be used are selected.
A program of events is being developed: the time frame, the number of bonuses and gifts (budget) are indicated, the conditions for receiving them are formed, methods of notifying the audience, the mechanism for responding to the action is calculated, and testing is carried out.
The developed program is being implemented in practice.
The results are being evaluated.

How to come up with a promotion to attract customers: step by step instructions

Step 1. We decide who will become a participant in the action.

Three factors influence the results of customer acquisition activities:

Firstly, customers who pay attention to advertising and come to the store.
Secondly, salespeople working at points of sale. A profitable offer can only interest customers, but in the end it all depends on the behavior of store employees.
AND , Thirdly, manager (director, manager) who controls the conduct of the action. It is he who is responsible for the correct and timely implementation of all the steps envisaged. He must monitor the display of goods, the work of staff, control changes in sales.

A really interested in success and active manager is the main condition for effective customer acquisition.

Step 2. Clarify what motivates the participants of the action.

Everyone who takes part in promotions to attract customers has their own motives.

Consumers come to the store for the thing they need, wanting to purchase a quality and inexpensive product. At the same time, they are pleased with the opportunity to receive a pleasant gift.
It is important for the seller that the successful course of the action affects his salary. It is the material factor that mainly determines how well the employee will perform his duties.

It is necessary that with a high number of transactions, the seller receives a monetary reward. Equally important, participation in customer acquisition events is essential for career advancement. However, the bonus is a much more specific and meaningful motivator.

If we talk about the manager, his interest in the success of the business is much deeper. The representative of the managerial link understands that the better the enterprise develops, the greater the benefits he himself can count on.

At the same time, he is concerned about the issue of his career growth, which is impossible without well-established interaction with sellers, control of the store and sales growth. Therefore, he, like no one else, is interested in holding promotions to attract customers at the highest level.

Step 3. We put the interests of the buyer first.

The basis of marketing is the ability to predict the desires of the client, to understand how he will behave and what he can be interested in.

But not every business leader, dealing with the issue of attracting customers, thinks about their interests, hobbies and financial situation. Meanwhile, it is simply necessary to study and analyze the characteristics of your target audience. When planning promotions, knowing the characteristics of consumers will be a big plus.

Step 4. We come up with several incentive options.

Different categories of buyers may come to the store for the same product. And it is rare to find a gift that everyone would like equally.

For example, household chemicals or cosmetics will be a good present for a woman, but a man is unlikely to be interested. At the same time, sports equipment or souvenirs with the symbols of a famous team are more likely to appeal to men.

In other words, you should come up with your own incentive options to attract different groups of customers. But the option of a universal gift is not excluded: for example, if you sell phones or laptops, then a case / bag or flash drive will be a useful bonus in any case.

The result of the action largely depends on how deeply it is thought out. And in today's market, where there is competition in almost every area, the development of several types of promotion is a necessary condition.

Step 5. Choose a launch date for the promotion.

To be successful in attracting customers, you need to hold a promotion at the right time and in the right place. There are a few times when certain offers come in very handy.

For example, before the New Year, any person will be pleased to receive sweets or a bottle of champagne as a gift. Therefore, New Year's promotions to attract customers with such prizes are suitable for any business area.

But for travel agencies, the key is the period when people are planning a summer vacation. It is at this time that their promotions to attract customers will be most effective. And as a prize, you can offer, for example, a certificate to a gym or a beauty salon, because that is where many rush on the eve of the holidays.

Step 6. We bet a gift within reason.

Imagine a situation: a company launches a promotion to attract customers and announces that the super prize will be an apartment or a car. However, buyers are in no hurry to take part in the drawing, because they are sure that they will not get this prize.

Obviously, with a large audience, the probability of winning for each individual tends to zero. Moreover, consumers are not even sure that this prize exists and that it will be drawn not among their own. As a result, people have no motivation to participate in the action.

To attract customers, it is better to hold promotions with insignificant, but guaranteed prizes. Here the motivation is quite specific: if you participate in the drawing, you will definitely receive a gift.

Encouragement can be very diverse, while making expensive prizes is not at all necessary. For example, for a printer, this could be a package of photo printing paper, for a bicycle, gloves or a sports bottle. You can hold similar promotions together with partners: for example, when buying kitchen appliances, give certificates for food delivery.

Years of experience shows that promotions with a large number of winners and small prizes work much better to attract customers. Even modest bonuses delight customers and increase their loyalty.

Step 7. Correctly compose the text of the action.

It should be understood that most often such ads are read between times, so your message should reach the addressee instantly. Sometimes a little intrigue can be appropriate to arouse the interest of the audience. But usually text that provides clear and concise information works better to attract customers.

Step 8. We carefully consider the instructions for receiving a gift.

Sometimes sellers come up with promotions, in order to participate in which you need to fulfill a number of conditions:

to make a purchase;
fill out a questionnaire;
get a special number;
save the check
register on the site;
enter your number;
wait for the results.

It is clear that with such a number of points, the attraction of buyers will be minimal. If the prize is not too valuable, then it is likely that the client will simply refuse to participate in this promotion.

It is best if the draw with the subsequent receipt of the prize occurs immediately after the purchase is made.

If a promotion to attract customers still involves filling out some paperwork, this process should be as quick and simplified as possible. It is best that store visitors do not have to bother with questionnaires at all - this can be done by the seller or manager.

How to evaluate how effective promotions are for attracting customers

We have already talked about how to evaluate the effectiveness of discounts. According to the same principles, it is determined how effective the holding of contests and drawings will be.

It is important to understand that if sales are growing, this does not always mean that profits are increasing. Shares associated with the giving of gifts always incur a loss to the firm in the amount of their value.

Let's say there is a promotion in the store: when you buy five buns, you get a chocolate bar as a gift. The duration of the promotion is a week. It is assumed that the fifth bun will be bought by those who wanted to buy them initially, and these are 10 people.

Sales per week will increase by 10 buns, or by 200 rubles. Prior to the start of the campaign to attract customers, the margin was 2.7 rubles, and the sales volume was 90 units. That is, usually the profit for the week was 90 * 2.7 = 243 rubles.

Thanks to the promotion, we will receive additional profit, which will be:

2.7 * 10 = 27 rubles.

But you need to spend money on chocolates:

2 * 10 = 20 rubles. It turns out that the action will bring only 7 rubles of profit.

Now let's talk about the calculation of the effectiveness of tastings.

For example, in a shop there is a tasting of buns. The event is two days long and lasts three hours. The cost of one bun is 17.3 rubles, and the price is 20 rubles.

It is planned that 20 people will participate in the tasting, respectively, 20 buns are needed. Additionally, you need to purchase napkins (30 rubles) and a tray (200 rubles).

As a result, the cost per share to attract customers will amount to 576 rubles.

Let's use the formula to determine the break-even point:

Break even point = sum of costs / margin

576 / 2.7 = 213 buns.

That is, for the event to pay off, according to its results, 213 buns must be sold.

The information dissemination rule states that everyone who has tasted a bun will tell three of his friends about it, and each of them will tell three more.

It turns out that we expect to attract 180 new customers. It is not known how many buns each of them will buy, but the minimum quantity is taken for calculations - one piece. This will not be enough to return all the funds spent, which means that the project is risky.

Why some customer acquisition promotions don't work

Companies often carry out a sufficient number of promotions to attract customers and spend a lot of money on it, but the result is unsatisfactory. Having studied the experience of conducting promotional events and their success, a number of common mistakes can be identified.

3 books that will teach you how to run the most effective promotions to attract customers

Gabe Zickermann, Jocelyn Linder "Gamification in business: how to break through the noise and capture the attention of employees and customers"

In the current environment, the pace of business development is increasingly influenced by the extent to which employees and customers are involved in the business. But the huge amount of information in the world around us makes the task of attracting attention extremely difficult.

Here, games come to the aid of entrepreneurs - a sphere that is close and understandable to the younger generation, which is characterized by maximum involvement.

This book describes the concept of gamification in business that meets all the realities of the modern world. The techniques given in it will help you not only in attracting customers, but also in building relationships with staff, and in the fight against competitors.

Andrey Parabellum, Evgeny Kolotilov “Customers for free. 110 ways to attract them for free "

Acquisition of customers is often much faster if you first invest in this business. But there are situations when the advertising budget is extremely small or there is no finance for brand promotion at all.

The authors of this book answer the burning question: how to interest buyers if you can’t find the money for it? Readers are offered more than a hundred ways to run promotions to attract customers without spending a dime.

All these methods work in different ways: some attract more buyers, some less; some start working immediately, while others - only after a while and in combination with other technologies. One thing is for sure: if you learn all 110 techniques and start using them in your business, the result will not be long in coming.

Carl Sewell "Customers for Life"

Now entrepreneurs pay a lot of attention to attracting new customers. At the same time, not everyone remembers working with the existing audience to maintain its loyalty. But in order to keep buyers, one mailing list and rare sales offers will not be enough.

Carl Sewell's book explains why you need to work with clients and how to get them to come back to you. This work is recommended reading for all businessmen. Implementing even a portion of the techniques described in it in your organization will help you take a big step forward.

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 a cell phone for 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.

A recent example is a sports store in Germany that ran a similar promotion on its opening day.

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 will react exactly.

Freebie promotion example

treasure hunt

Quite an unusual and interesting action. Pawn / bury a valuable treasure somewhere. The location of the promotion can be, for example, a shopping center where your store is located, or even the whole city.

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 clothing stores. 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.