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© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Small Business Promotional StrategiesHeather RistDirector of Social Media and External Communications at Deluxe Corporation
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
About the presenter• Heather Rist @heatherrist
• Director of Social Media and External Communications• More than 10 years of experience in marketing communications with a focus in social media,
content performance, brand awareness and external communications.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Agenda• Why use promotions?• Promotional Best Practices• Digital Promotions• Offline/Traditional Promotions • Creating Added Value for Customers• Building Your Promotional Strategy • Key Takeaways
Why Use Promotions?Small Business Promotional Strategies
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Why use promotions?• Awareness
• Acquisition
• Retention
• Sales
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Types of promotions• % or $ off for a limited time
• Coupons • Rebates• Promotional Pricing• Buy one, get one• Facebook Offers
• Incentives• Sign up for ____ to get ____• Refer a friend and get ____• Loyalty program• Sampling and free trials• Personal appearances
• Contests and sweepstakes
• Partnering with local nonprofits
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Promotional ideas by small business industry
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Are you a NPO?• Promotion of cause or mission
• Matching grants
• Giveaway
• Partner with corporation
Promotional Best PracticesSmall Business Promotional Strategies
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Where to execute promos?• Digital
• Website • Social Media• Email Marketing
• Traditional• In-store• Direct Mail• Event-based
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
One promotional campaign across all channels!• Create a storyline that brings all promotions together for a campaign
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
DOs and DON’Ts for small business promotions
DO
• Make a compelling offer
• Reward existing customers first
• Keep it simple
• Gain community favor
• Encourage repeat purchases (loyalty programs)
DON’T
• Be too generous
• Chase the wrong customers
• Choose a channel to promote that your customers are NOT on
• Layer strings or catches
• Take a big risk
Digital PromotionsSmall Business Promotional Strategies
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Facebook Offers
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Offline/Traditional PromotionsSmall Business Promotional Strategies
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Creating Added Value for CustomersSmall Business Promotional Strategies
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Building Your Promotional StrategySmall Business Promotional Strategies
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Question to ask when developing your promotional plan• Why am I doing this promotion?
• Who is my target audience?
• Where will the promotion be distributed?
• How long should my promotion last?
• What will I need to launch?
• Does this promotion overlap with other promotions?
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
JANUARYPromotion 1
MAY:Promotion 2
SEPTEMBER - DECEMBER:Promotion 3
Ongoing Marketing for Your Small Business
Map out your yearly promotions
Key TakeawaysSmall Business Promotional Strategies
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
3 things you can do RIGHT NOW to get started• Choose who you are targeting and select a promotion
• Make sure you can answer all the strategy questions
• Pick a channel(s) and get started!
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Resources• Facebook Offers
https://www.facebook.com/business/offers
• Know This (Consumer Sales Promotions)
http://www.knowthis.com/types-of-sales-promotion/consumer-sales-promotions
• Attention Getting Marketing (Promotion Ideas)
http://attention-getting.com/2014/01/28/8-promotional-ideas-to-get-attention-for-your-small-business/• CEB (survey and statistics)
https://www.cebglobal.com/about.html
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Upcoming Webinars – April 2016
• April 7 – DIY or DIFM? Websites & Your Small Business
• April 13 – Give Your Marketing Collateral a Spring Refresh
• April 26- - Subject Line Savvy
• April 28 – Grow Your Email List Like a Pro Register at www.deluxe.com/blog or www.verticalresponse.com/more