Sales Promotions & Special Events

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Sales Promotions & Special Events


Getting Promotions RIGHTUnderstand Why, Who, When, Where, How

• Purpose• Timing• Size• Types• Maximizing your event


Purpose

• Activate existing customers – get more transactions

• Build relationships• Get new customers• Strengthen your core strategies• Create opportunities for publicity• Generate cash• Reduce inventory


TimingWHEN

• High season/Off Season• Weekday/Weekend• Day/Night

HOW OFTEN• Weekly, monthly, quarterly, annually


Size• Small• Medium• Big• Blow Out!


Plan out the timing, size, and purpose of your different promotions

String Your Necklace


Type• Sales• Specials• Off site• Value added• Events


SalesGenerate cash, reduce inventory, get market share

• Sidewalk sale• Clearance sale• Overstock sale• Post–holiday sale• Holiday sale


SpecialsDrive traffic to your store

• Item specials• Trade show specials• BOGO sales• Item overstocks•12 Days of Christmas


Off-SiteGet new customers (build list), generate cash

• Consumer shows• Fairs/Festivals• Community Events• Your own off-site event• Post show strategy


Value-AddedMore transactions, relationship builders,

reinforce strategies

• GWP events• Mini-Makeovers • Photo Ops• Single rose with a dozen• Cause Marketing


EventsMore transactions, relationship builders,


• Classes and seminars• Clubs• Clinics and Fittings• Readings• Trunk/fashion show


EventsMore transactions, relationship builders,


• Small events – dog walks, sit-n-knit

• Parties• Big Blow Out events• Wild and Crazy


Maximizing Your Promotions• Marketing – use all available tools

• Partnerships• Publicity• Anniversary your events• Document – before, during, after


HomeworkStep 1: Make a list of the promotions you are planning for the next year. Do you have a variety of types, sizes, purposes? Add your promotions to your marketing matrix. How will each of these promotions support your strategies?

Step 2: Add your promotions to your marketing calendar. (String your necklace!)

Step 3: Start working on the planners for your promotions, sales, and special events.

Sales Promotions & Special Events

Documents

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