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

2

April Heavens-Woodcock

[email protected]

facebook.com/touchingclients

@touchingclients

3

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

4

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

6

!  marketing

What are offers & promotions?

At its core, marketing is about eliciting a physical and measureable

response

Pull response 7

What are campaigns?


Push content

8

What are offers & promotions? What is an offer or promotion?

SAVE! Reward customers

Achieve objectives

9


Goal and objectives

10


The three things you really want

1

2

3

Profitable sales

Buyer contact info

Control: of deal terms, offer period

11



1

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?


12



1

2

3

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?

13



1

2

3


Profitable Sales

Buyer contact info

14


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

15

!  Control over who receives the deal

!  Better qualified referrals

!  Measurement of how many new customers the deal brought in


Advantages of using your list

16

!  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…


18

Types of offers & promotions

coupons Facebook promotion

local deals

19


Standard coupon

20

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


Facebook promotion:

21


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.

22


Facebook promotion: Why use one?

to receive discounts, promotions and exclusive content

The #1 reason people like a Facebook Page is

23

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


Local deal:

24


Local deal: Why use one?

!  Reward your current customers. !  Grow your promotional reach. !  Attract new customers. !  Generate revenue.

25

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.


Trackable coupon:

SAVE!

26


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!


28

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?

29

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?

30


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

31

!  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 offer for Business-to-Consumer (B2C)

32

!  Downloadable content

!  Online event registrations

!  Coupon or discount !  Sweepstakes or

contest !  Free consult or demo


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

33

!  Fundraising drive !  Sweepstakes or

contest !  Downloadable PDF of

resources or tips !  Online event

registrations


2. Select the right type of offer for nonprofit organizations

34


3. Create and control

Price Expiration of offer

# of offers Available

Terms & Restrictions

P.E.A.R.!

35


4. Distribute, promote, share

36

!   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

37


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

38

39


How did you do?

Day 1

Day 5

Day 9 END

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

40


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.

43

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!”

44

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

47

Education

Offers and Promotions By COnstant Contact