Publish date:

• 15th December, 2021

If your brand is dealing with the b2c model then this blog is for you. Promotions for publicity / sales etc are an ideal way to be out in the market. But instead of indulging in random promotions, diligence and consideration are needed to ensure that the promotions tick all the right boxes.

Here are the top tips for sales promotions:

• Target the relevant audience. Traditionally online marketing has been focused on quantity, not quality. Everyone and anyone on your marketing list is sent out promotional / marketing material. The logic is that some of the recipients are the right market for your products / services. So a certain % is going to respond. Well, this is not the right approach. Due diligence and hard work will generate better results. In this sense, if the database is segmented and sales promotion directed at a particular defined audience, the results would be better and impactful. Begin the process by connecting with your audience and getting them to respond to a questionnaire / survey that will reveal valuable information about themselves that can be used in an effective manner. 

• Be clear on the goals of the promotion. Each promotion has to have an intended outcome: is it to gain eyeballs? Is it to increase the client base? Is it to get your customers to spend more? Or do you want to win back lost traffic? Know the purpose. And if possible let the outcome / goal be a measurable one (with a number / figure / % to attain).  This helps in analysing if the promotion has worked or not. And what went wrong? And how it can be corrected? 

• The promotion should be restricted so as to garner more interest and sales. This tip takes into consideration human psychology and the assigning of more value to items that are limited / restricted / hard to access.  There is also a term for this; it’s called FOMO – fear of missing out.  In common parlance, it is the stress about being left off an exciting event or experience that others know about and may take advantage. Capitalise on this human emotion by offering limited deals / sales / offers. And see the fruits of this accrue to your brand. 

• Market your promotions well in the market. Have a well crafted strategy to publicise your “sales promotion” in the market via different mediums. The aim is to reach the maximum audience possible that so promotion gains wide publicity and sales. You can promote the promotion by different means such as blogs, social media posts, banners, texts, printed flyers, and so on. 

• Promotions should live up to their concept and be of value. If not, then no point in going ahead with it. It’s imperative that the brand does its maths well before seeing that the promotion is worth launching or will it add to the financial stress of the company. If it makes financial sense in the long run, then it's worth floating in the market. 

• Always analyse the impact of the promotion. Brainstorm with the team using facts & figures to gauge its impact or not. This will help to determine what went right or wrong, and how it can be corrected for future promotion sales.