Making more from your sales promotion

While advertising is usually closely managed, sales promotion programs are frequently treated as if they have no relationship to each other.

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Companies making this crucial error aren’t using sales promotion as a strategic marketing tool. Here are a few insider tips to help you avoid this mistake:

  • HAVE A PLAN. Don’t just wish to grow the company; you need a strategy, market insight, a realistic budget and the will to follow through.

  • BETTER BE CREATIVE. American adults are exposed to 10,000 marketing messages daily. Better find a way to break through the clutter.

  • KNOW YOUR OBJECTIVE. “Boosting sales” isn’t a goal. “Selling 500 more units in 30 days” is.

  • KNOW YOUR AUDIENCE. Don’t go after everyone with the same deal. Loyal buyers, hot prospects and tire kickers should all be handled differently.

  • BETTER MAKE SENSE. Countless sales promotions are cheap giveaways with no relationship to the brand they’re promoting. Ask a few trusted customers their thoughts about your idea before implementing it.

  • EVALUATE YOUR RESULTS. Don’t just use last year’s promotion but learn from the past. If it worked, improve it. If it didn’t, kill it.

  • DEVELOP BETTER PROMOTIONS. It’s lazy to just offer a discount. Think bundles, VIP bonuses, early access or gifts with purchase. Make people feel like they’re winning, not just that you’re slashing prices to survive.

  • UTILIZE FREE MARKETING. Email, texts, social media, press releases and website banners are all available at no outside cost. Make sure you’re using them and other free tools first … before putting paid media into place.

  • TIMING ISN’T LUCK. Hit when your customers are already thinking about buying, like holidays, paydays and product launches. Make it feel urgent and special.

  • TRACK EVERYTHING CAREFULLY. If you’re not tracking promo codes, clicks and conversions, you’re flying blind. Set up dashboards before you spend a dime. If something’s working, keep it going. If it’s not, pivot fast!

  • PROTECT YOUR BRAND. Promotions should elevate your brand, rather than cheapening it with endless discounts. Focus on adding value, like cool experiences, insider perks and bonus gifts.

Here’s the bottom line: Smart promotions are less about the size of the budget than the idea. Make it smart, strategic, targeted … and unforgettable.

With that said, I wish you a week of profitable marketing.

Get more free ideas at www.askmrmarketing.com.

b2c marketing, business/marketing plans, corporate messaging, customer relations, direct marketing, personal branding, publicity, strategic planningRob WeinbergMBT Consultingask mister marketing, ask mr. marketing, coast news, the coast news, carlsbad rotary, carlsbad marketing consultant, carlsbad Rotary, carlsbad, carlsbad chamber of commerce, poway chamber of commerce, poway chieftain, poway marketing consultant, rancho bernardo, rancho bernardo news, rancho bernardo sunrise rotary, rancho bernardo marketing consultant, UT Community Press Newspapers, san diego union tribute, mr. marketing, Marketing strategy, marketing strategy, marketing advice, marketing communications, marketing consultant, san diego marketing consultant, strategic planning, business strategy, Strategic planning, corporate strategyComment