Offers & Online Promotions

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B•B•Q

Campaigns That Drive Action: Offers and Promotions

Increase and reward loyalty while driving new customers to your door.

© 2014

Prescriptions For Online Success Series

2013 Constant Contact All Star Award Winner

Kim Butler, The URL Dr.

[email protected]

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Offers& Promotions

Events& Registrations

Newsletters& Announcements

Feedback& Surveys

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

marketing

What are offers & promotions?

At its core, marketing is abouteliciting a physical and measureable

response

Pull response

What arecampaigns?


Push content


What is anoffer or promotion?

SAVE!Reward customers

Achieve objectives


Goal and objectives


The three things you really want

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2

3

Profitable sales

Buyer contact info

Control: of deal terms, offer period



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2

3


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?




1

2

3

Profitable sales

Buyer Contact Info

Does the offer fit your business model?

Do you control the pricing?

Does it take all of your profits to run the offer or promotion?

If you offer $40 of food for $20, are you now losing money on each one sold?



1

2

3


Profitable Sales

Buyer contact info


Myth of quantity vs. qualityWhere do the names come from?

Ideally: You use your list of names

Other deal companies:You use their list of

names

Control over who receives the deal

Better qualified referrals

Measurement of how many new customers the deal brought in


Advantages of using your list

Say “Thank you!”

Send them regular emails

Offer another exclusive deal

Encourage them to follow you on social networks


What you do with their info…

Types of offers & promotions

couponsFacebookpromotion

local deals


Standard coupon

A marketing effort associated with Facebook, where you drive customers to take advantage of an offer and specific call to action.


Facebook promotion:


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.


Facebook promotion:Why use one?

to receive discounts, promotions and exclusive content

The #1 reason people like a Facebook Page is

Deals allow customers of your business to enjoy a product or service at a discount.


Localdeal:


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.


Trackablecoupon:

SAVE!


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!


1. Goal of the offerAnswer first…write them down!

What will “success” look like?

Who is the offer for?

Who will your audience be?

Are you…selling a product?

offering a service?

promoting a cause?


1. Goal of the offer

Can you offer…a discount?

exclusive content?

a sweepstakes?


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

SpecialOffer

Coupon or discount

“How-to” guide related to your business

Special discount for fans on social media

Sweepstakes or contest


2. Select the right type of offerfor Business-to-Consumer (B2C)

Downloadable content

Online event registrations

Coupon or discount


Free consult or demo


2. Select the right type of offerfor Business-to-Business (B2B)

Fundraising drive


Downloadable PDF of resources or tips

Online event registrations


2. Select the right type of offerfor nonprofit organizations


3. Create and control

Price Expirationof offer

# of offersAvailable

Terms &Restrictions

P.E.A.R.!


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


4. Distribute, promote, share

Offer $5, $10 or 10% off the “next” deal


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 thingyou have to do after the event

Thank you.Say


How did you do?

Day 1

Day 5

Day 9

END

Target(Revenue, # of coupons sold, new fans, downloads, etc.)


Do it again!1

2

1

2

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.

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!”

Next steps

Offers & Deals aren’t always about new customers

Encourage word of mouth

Reward loyalty

THANKYOU!

BonusOffer!


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© 2014

Offers & Online Promotions

Marketing

Transcript of Offers & Online Promotions