Offers and Promotions By COnstant Contact

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

Chief Buzz Officer

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April Heavens-Woodcock

awoodcock@touchingclients.com

facebook.com/touchingclients

@touchingclients

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Grow with Constant Contact Get results fast, with affordable, easy-to-use

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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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2

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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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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

Next Steps April Heavens-Woodcock Touching Clients

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