subject: 7 Steps To Create A Successful Promotion [print this page] Pav Sangha, Marketing Director of Odenza Marketing Group Inc., describes the key elements to consider before embarking on a campaign. Get under the skin of your brand and the target audience: the most successful campaigns are ones where there is a synergy with the brand, target audience and the vacation incentives chosen. A good incentive provider will get as much information as possible about the brand and their consumer before presenting ideas.
"In order to maximize the viral marketing (word of mouth) activity you should plan to run at least 2 to 4 promotions a year."
Travel incentives programs help you improving performance and boosting the morale of your employees, therefore effectively hitting your business goals. Giving away the travel vouchers, cruise certificates is an excellent way to increase customer loyalty, thereby maintaining a long-term relationship with them.
Important factors:
Timing: Once you have selected your vacation vouchers, the next thing you need to do is promote these vouchers at the optimum time. In order to maximize the viral marketing (word of mouth) activity you should plan to run at least 2 to 4 promotions a year.
Choice: In some instances one incentive can appeal to the entire target audience. However in other cases the best solution is to offer a variety of incentives as a selection of offers. Plan your yearly campaigns early on so you know what the focus will be for the following quarter.
Accessibility/ease of use: Any good incentive program needs to ensure that the incentives are easily accessible - and are easy to use. All the vouchers should have clear and easy to follow instructions on how to redeem them. Please ask your Odenza Sales Representative for a copy of our Tips on Premium and Incentive Purchasing article.
7 Steps to Create a Successful Promotion.
Step 1. Develop A Promotional Filing System.
Each month you should create a monthly promotional folder and add it to your Promotional Filing System. These folders should include all of your past promotional pieces.
Step 2. Brainstorm and Evaluate
Sometimes your best promotion ideas fail simply because they were held on the wrong day or the wrong month. With a little adjusting it could be a winner the second time around. Dont expect miracles to happen on your first promotion. You need to run it a number of times before you get it perfect.
Step 3. Develop Your Strategic Plan
To be successful in retail you must plan promotional events far in advance. Plan to implement a MINIMUM of two to four BIG promotions per year. That is the bare minimum! When I worked with retail stores I was implementing some type of promotional event every month. This is easy when you have a strategic plan in place. You must keep reminding customers to come back to your store. The number one reason why customers dont return to you time and time again is because you allow them to FORGET about you. Keep reminding them and get them excited about shopping at your store more often.
Step 4. Involve Your Team
After you have outlined your promotional ideas for the year, hold a staff meeting to discuss them. Share your ideas on a large calendar board and let your team know that you are PLANNING for success. Ask your staff to share their creative ideas too. Set sales goals for each promotion and offer a bonus reward to each salesperson that reaches their goals. Once your team buys into your promotional plans, they will BUY into SELLING more customers on attending too. Plan to have enough staff on hand to make the event run effectively.
Step 5. Plan Out The Details
Evaluate your best promotional days and months. Select days and months that you drive the most traffic to your store. The key is to plan and leave nothing to chance. The more you plan out the details and systemize your events, the easier and more successful they will be.
Step 6. Reserve And Design Advertising
Plan your advertising and direct mail well in advance. Build excitement for the event by featuring the benefits of attending. Create a call to ACTION. Tell your customers WHAT, WHERE, WHEN and WHY. Offer short deadlines, powerful offers and guarantees with teeth.
Invest time to write a GREAT headline that is BENEFIT RICH. You must HOOK their attention quickly before your direct mail gets trashed. Make your offer and event so exciting that it triggers a FEAR OF LOSS in the customers mind. Keep it simple! Too much content will discourage your audience to read through the collateral.
About Odenza Marketing Group Inc.
Odenza Marketing Group proudly serves some of the most prominent travel incentive companies from all sorts of industries. We provide quality incentive marketing solutions that give our select clients a competitive edge in their market. Over the years, Odenza has developed strong relationships with its partners giving it the loyal and extensive client base that has proven to be an integral component in Odenza's success. As a leader in the premium and incentive industry, Odenza has proven to be the number one choice by consumers with a staggering 92.5% customer retention rate. Odenza is here to help you reach your goals.
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