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This presentation will provide a deeper look into the importance and effectiveness of offers and promotions as tools for either increasing/rewarding loyalty or for driving word of mouth and new customers/supporters/clients. At the heart of small business marketing are the campaigns that drive action – collections of marketingactivities that help a small business or organization to achieve its goals and objectives. One importantcampaign type that many small businesses or organizations have likely run, but would like to learn more about,revolves around Offers and Promotions. These could be a simple coupon or a Facebook campaign. You may be considering joining forces with a deal provider and you’re wondering what you should be looking for in a deal or offer that matches your needs. This session will help you learn what you need to know aboutsuccessful deals, and how you might use them for your marketing efforts. ATTENDEES OF THIS PRESENTATION WILL LEARN: Goals and objectives of offers, the three things small businesses should look for in a deal, and the myth of quantity vs. quality The different types of deal you might run (includes: Facebook promotion, local deals and Trackable coupons) 5 steps to a great offer (set the goal, select the type of offer, creation and control, distribution/promotion,results/follow-up)
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HalfmoonYogaHalfmoonYoga
B•B•Q
Campaigns That Drive Action: Offers and Promotions
Increase and reward loyalty while driving new customers to your door.
© 2014
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Accredited Local Expert, Constant Contact
Frithjof Petscheleit
frith@bluebirdbc.com
facebook.com/BusinessBlueBird
@BlueBirdBC
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Grow with Constant ContactGet 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
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marketing
What are offers & promotions?
At its core, marketing is abouteliciting a physical and measureable
response
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Pull response
What arecampaigns?
What are offers & promotions?
Push content
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What are offers & promotions?
What is anoffer 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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2
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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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2
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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?
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Control: of deal terms, offer period
What are offers & promotions?
The three things you really want
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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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2
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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. qualityWhere 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 (CASL)
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
couponsFacebookpromotion
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
Localdeal:
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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
Trackablecoupon:
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 offerAnswer 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
SpecialOffer
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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 offerfor 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 offerfor 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 offerfor nonprofit organizations
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5 steps to creating a great offer
3. Create and control
Price Expirationof offer
# of offersAvailable
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
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• 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
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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
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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
THANKYOU!
BonusOffer!
Q&AStrategies for a digital world
Frithjof PetscheleitBlueBird Business Consulting
YOURPHOTOHERE
YOURLOGO HERE
46
SPECIAL OFFERSign up for your Constant Contact Account Today• Free Campaign Design($199 value)• Free Initial Account Set-Up( $120)
• 30 Minute Consultation• List upload• List segmentation• Free Webinar or Quickstart workshop
For Existing Customers• 30 Minute Review of your last campaign($65)
• Review content• Review subject• Review results metrics• Discuss possible improvements
Frithjof PetscheleitBlueBird Business Consulting
YOURPHOTOHERE
YOURLOGO HERE
48
Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Events& Registrations
Offers& Promotions
Newsletters& Announcements
Feedback& Surveys
Frithjof PetscheleitBlueBird Business Consulting
• Constant Contact Authorized Local Expert
http://businessbluebird.com @BlueBirdBCFrith@bluebirdbc.com
YOURPHOTOHERE
YOURLOGO HERE
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