Offers & Online Promotions
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Transcript of Offers & Online Promotions
HalfmoonYogaHalfmoonYoga
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.
facebook.com/theurldr
@theurldr
#theurldrwebinar
Grow with Constant ContactGet results fast, with affordable, easy-to-use
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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?
What are offers & promotions?
Push content
What are offers & promotions?
What is anoffer or promotion?
SAVE!Reward customers
Achieve objectives
What are offers & promotions?
Goal and objectives
What are offers & promotions?
The three things you really want
1
2
3
Profitable sales
Buyer contact info
Control: of deal terms, offer period
What are offers & promotions?
The three things you really want
1
2
3
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
What are offers & promotions?
The three things you really want
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?
What are offers & promotions?
The three things you really want
1
2
3
Control: of deal terms, offer period
Profitable Sales
Buyer contact info
What are offers & promotions?
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
What are offers & promotions?
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 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
Types of offers & promotions
couponsFacebookpromotion
local deals
Types of offers & promotions
Standard coupon
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:
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.
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
Deals allow customers of your business to enjoy a product or service at a discount.
Types of offers & promotions
Localdeal:
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
Trackablecoupon:
SAVE!
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
5 steps to creating a great offer
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?
5 steps to creating a great offer
1. Goal of the offer
Can you offer…a discount?
exclusive content?
a sweepstakes?
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
SpecialOffer
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 offerfor Business-to-Consumer (B2C)
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 offerfor Business-to-Business (B2B)
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 offerfor nonprofit organizations
5 steps to creating a great offer
3. Create and control
Price Expirationof offer
# of offersAvailable
Terms &Restrictions
P.E.A.R.!
5 steps to creating a great offer
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
5 steps to creating a great offer
4. Distribute, promote, share
Offer $5, $10 or 10% off the “next” deal
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 thingyou have to do after the event
Thank you.Say
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.)
5 steps to creating a great offer
Do it again!1
2
1
2
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.
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!
HalfmoonYogaHalfmoonYoga
B•B•Q
© 2014
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