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Transcript of Offers and promotions
Halfmoon YogaHalfmoon Yoga
B•B•Q
Campaigns That Drive Action: Offers and Promotions
Increase and reward loyalty while driving new customers to your door.
© 2014
Social Media Consultant and Trainer
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Kelly Mirabella
facebook.com/thecoloradogirl
@stellar247
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Grow with Constant Contact Get results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Offers & Promotions
Events & Registrations
Newsletters & Announcements
Feedback & Surveys
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Agenda
! What are offers and promotions?
! Types of offers and promotions
! 5 steps to creating a great offer
! Next steps
What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
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! marketing
What are offers & promotions?
At its core, marketing is about eliciting a physical and measureable
response
Pull response 7
What are campaigns?
What are offers & promotions?
Push content
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What are offers & promotions? What is an offer or promotion?
SAVE! Reward customers
Achieve objectives
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What are offers & promotions?
Goal and objectives
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What are offers & promotions?
The three things you really want
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Profitable sales
Buyer contact info
Control: of deal terms, offer period
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What are offers & promotions?
The three things you really want
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Control: of deal terms, offer period
Profitable Sales
Buyer Contact Info
! What other discount can we give besides 50%?
! Can we include restrictions? ! Can there be a limit to the number sold? ! Can there be an expiration date? ! Can there be less than a 50% revenue
share?
Control: of deal terms, offer period
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What are offers & promotions?
The three things you really want
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Profitable sales
Buyer Contact Info
! Do you control the pricing of the deal?
! Does the deal provider take all of your profits to run the deal?
! For example, are you asked to give up 30%, 40%, 50% of what you collect on each deal?
! If you offer $40 of food for $20, and the deal company takes $10 per deal, are you now losing money on each deal sold?
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What are offers & promotions?
The three things you really want
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Control: of deal terms, offer period
Profitable Sales
Buyer contact info
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What are offers & promotions?
Myth of quantity vs. quality Where do the names come from?
Ideally: You use your list of names
Other deal companies: You use their list of
names
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! Control over who receives the deal
! Better qualified referrals
! Measurement of how many new customers the deal brought in
What are offers & promotions?
Advantages of using your list
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! Say “Thank you!” ! Send them regular
emails ! Offer another
exclusive deal ! Encourage them to
follow you on social networks
What are offers & promotions?
What you do with their info…
What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
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Types of offers & promotions
coupons Facebook promotion
local deals
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Types of offers & promotions
Standard coupon
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A marketing effort associated with Facebook, where you drive customers to take advantage of an offer and specific call to action.
Types of offers & promotions
Facebook promotion:
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Types of offers & promotions
Facebook promotion: Why use one?
! Meet your customers where they are.
! Build up your fan base.
! Drive visibility AND business results.
! Use Facebook as a piece of your overall campaign.
! Build your email list.
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Types of offers & promotions
Facebook promotion: Why use one?
to receive discounts, promotions and exclusive content
The #1 reason people like a Facebook Page is
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Deals allow customers of your business to enjoy a product or service at a discount.
Types of offers & promotions
Local deal:
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Types of offers & promotions
Local deal: Why use one?
! Reward your current customers. ! Grow your promotional reach. ! Attract new customers. ! Generate revenue.
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A digital coupon that’s sent to your email list, is an “open” offer, doesn’t require a prior purchase, and is easily shared via social media.
Types of offers & promotions
Trackable coupon:
SAVE!
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Types of offers & promotions
Trackable coupon: Why use one?
! Rewards sharing of coupon via social channels
! Gain insights and data on sharing and new vs. current customers
! Grow your contact list
SAVE!
What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
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5 steps to creating a great offer
1. Goal of the offer Answer first… write them down!
! What will “success” look like?
! Who is the offer for?
! Who will your audience be?
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Are you… ! selling a product? ! offering a service? ! promoting a cause?
5 steps to creating a great offer
1. Goal of the offer
Can you offer… ! a discount? ! exclusive content? ! a sweepstakes?
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5 steps to creating a great offer
2. Select the right type of offer
If… you want to grow your list
you want revenue
coupon, product promotion, local deal
social campaign, trackable coupon
Special O ff er
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! Coupon or discount ! “How-to” guide
related to your business
! Special discount for fans on social media
! Sweepstakes or contest
5 steps to creating a great offer
2. Select the right type of offer for Business-to-Consumer (B2C)
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! Downloadable content
! Online event registrations
! Coupon or discount ! Sweepstakes or
contest ! Free consult or demo
5 steps to creating a great offer
2. Select the right type of offer for Business-to-Business (B2B)
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! Fundraising drive ! Sweepstakes or
contest ! Downloadable PDF of
resources or tips ! Online event
registrations
5 steps to creating a great offer
2. Select the right type of offer for nonprofit organizations
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5 steps to creating a great offer
3. Create and control
Price Expiration of offer
# of offers Available
Terms & Restrictions
P.E.A.R.!
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5 steps to creating a great offer
4. Distribute, promote, share
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! Share the link to your offer: promotion via your social
networks ! Use a share bonus to
showcase other parts of your business
5 steps to creating a great offer
4. Distribute, promote, share
! Offer $5, $10 or 10% off the “next” deal
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5 steps to creating a great offer
5. Results & follow-up
% • Ensure staff is trained to redeem or
honor offers and coupons.
• Collect list sign-ups at redemption. • Collect information about their
experience with the deal.
• Use the same tools to follow up: email, social media and surveys.
The most important thing you have to do after the event
Thank you. Say
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5 steps to creating a great offer
How did you do?
Day 1
Day 5
Day 9 END
Target (Revenue, # of coupons sold, new fans, downloads, etc.)
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5 steps to creating a great offer
Do it again! 1
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What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
Promotion exercise… 1 Choose your offer type.
2 Write down the goal of your offer.
3 Choose the offer that will accomplish your goal.
4 Set the price, expiration, number of offers and terms.
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Next steps
5 don’ts of deals Don’t assume you have to offer a steep discount.
Don’t assume getting someone through the door once is enough.
Don’t use deals as a way just to sell unwanted inventory.
Don’t forget to redeem the coupons!
Don’t forget to say “Thank you!”
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Next steps
Deals aren’t always about new customers
Encourage word of mouth
Reward loyalty
THANK YOU!
Bonus Offer!
Q&A Add a CALL TO ACTION Here Your Name Company Name
YOUR PHOTO HERE
YOUR LOGO HERE
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Speaker Name Here Your Company Name • Your Title Here • Constant Contact Authorized Local Expert Web URL
Twitter or Facebook
Email Address
YOUR PHOTO HERE
YOUR LOGO HERE