What is a Sales Promotion?
When done correctly, sales promotions can transform a business. Most of us these days know sales promotions are usually designed to increase sales or, encourage the use of a service. They are also often one type of marketing strategy confused with general advertising. In fact, the two are different. Because, each entices a different part of the buyer’s nature.
Advertising is emotional in nature. It induces consumers to purchase products or services through images, sounds, and experiences. Sales promotions draw on a customer’s logic.
To get the most out of the efforts you put into creating a promotion, it’s important for you to promote your sales promotion. I know, that’s a lot of use of the base word promote, it’s confusing, but accurate.
Promoting Your Promotion
This concept is often where many small businesses and entrepreneurs come up short and, usually happens in one of two ways.
The first way is that many businesses simply don’t let their customers and potential customers know there is a promotion opportunity going on.
When it comes to small business marketing, the first thought is advertising, but this can add expense. Here are some optimal ways you can get the word out, without breaking the bank.
- Highlight the promotion on your website home page.
- Create a web page specifically about the promotion.
- Post the info on your Social Media Pages and Blogs.
- Where permitted, include it in guest posts on other pages and blogs.
- Send email notifications out to your approved email contacts.
These steps will go a long way in getting the information out there.
The second way many businesses aren’t successful with their promotions is that they get the word out, but put out the wrong information.
Your first instinct will probably be to make your message about your offer, and that is a good place to start. But, your message should also be about your customer. More specifically, how they will benefit from the offer you’ve taken so much time to plan and execute.
Let’s say an accounting firm decides to run a discount promotion on all services they provide, for a specific period of time. To promote this, they start sending emails and posting on Facebook that for a limited time, clients can come in and receive a discount for any service they need. Most people will see the post or email, make a quick mental note about it, and then move on with their day.
The communication aspect was successful, but the desired conversion wasn’t. What you need to do next is persuade your client that this will make his or her life easier.
Persuasion begins with building a link into your customer’s head. Start by thinking about your service promotion from your customer’s viewpoint. Then make a list of the things that may be on your customer’s mind. Some examples could be, whether or not their job is currently stable, whether they should buy a new car or even, where they are planning their next vacation.
No matter what they have in their heads, there is a good chance they are not thinking about seeing an accountant. It’s your job to put the idea in their head and then, attach it to the things they are thinking about:
“Want to fly during your next vacation instead of drive? Let us help you find your maximum deductions and use your larger tax refund to start a vacation fund!”
Next, go on to explain the benefits of having a professional go over their taxes instead of doing them at home.
Last, include an effective call to action: “Call now for your appointment!”
Now that you know how to promote your promotion, take a look at this article on ThriveHive.com for examples of what kind of promotions you can consider offering.
P.S. If you’re interested in more business growth education, check out this 21 step system that teaches everything from business ideas to exit strategies and everything in between.