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Drive Sales With Creative Marketing
Running a business and trying to increase sales and profitability is a never-ending task. You need to constantly be in front of the audience with your marketing techniques to improve. So, what are you doing and how effective is it for you? I may have some ideas for you.
As a merchant services representative and small business consultant, I’ve had the opportunity to see some brilliant ideas throughout my career. For years, merchants have used gift certificates, but these were primarily purchased by someone to give as a gift to someone else. Well, gift cards have arrived, opening the door for even more creative uses. I remember when they were first introduced but traders didn’t take to them much at first. After all, their “gift certificate” program is working well for them. But later, some creativity arose and new ideas were put forward for them.
When the customer returns to the store, instead of a refund, the original purchase amount is placed on the gift card, meaning the customer must return to the store to redeem. And consider the following statistics regarding gift cards:
72% of customers spend more than their card is worth
The average recipient spends 20% more than the value of their gift card
90% of gift cards are used in the first 60 days
Now that sounds good, you have to get people to your establishment before they can buy a gift card, don’t you (unless you have an online presence where they can buy)?
Maybe you have a great location and people stop by. Or they might find you in the yellow pages (remember those things). You can use some type of print media in a local publication for a percentage discount or a BOGO offer. Maybe you’re actually more technically savvy and can use some form of social media to get them out there… good for you. But, once they do, what are you doing to capture their contact information so you can proactively market to them in the future? Obviously, since they’re in your business, something about it drew them there and you want to keep them coming back. So, how are you doing? I have some ideas to share with you that you may not have implemented yet… but you should.
What are you doing to capture email addresses? There is a certain “style” and “technique” to do this. People don’t want to randomly give out their email addresses because of all the spam they’re already getting, so you have to make it worthwhile. And, rather than asking “Would you like to be on our email list” (bad deal…never ask a closed-ended question where the answer can only be YES or NO). Instead, say, “If you would like to join our preferred customer list and receive advance notice of sales or new items, put your email address on this list (and you should have the list at the counter) and, in addition, you will receive 10% off your purchase today”. You’re giving them the gift of instant gratification in exchange for their email address, and now they’re on your “preferred” list. Once you have their address, you can load them into an autoresponder (which is super easy to do) and within minutes, you can send out a blast email for future specials. Of course, that drives sales. If you haven’t already, you should get it right away. This is one of the most effective and cost-effective forms of marketing you can do.
Next, I want you to consider… Oh, wait a second, I have to check this text message that’s coming to my phone. Ah, I was wondering where to take my wife for Valentine’s Day dinner and that text cemented it. I opted into one of our favorite restaurants’ text programs a while back, and the text that came in was offering half off a second entrée on Valentine’s Day. If you’re not using SMS text marketing to drive sales, one of the most effective, instant marketing methods on the planet, you’re really missing out. Consider the following SMS text marketing facts and figures:
SMS campaigns are 7 times more effective than email campaigns
90% of mobile device users enrolled in SMS Loyalty Clubs feel they have benefited from participating in the program
Coupons delivered via SMS have 10 times higher redemption rates than printed coupons
90% of all SMS text messages are read within three minutes
Open rate for SMS text messages is 98% compared to 22% for email
Mobile offers are 10 times more likely to be redeemed than print offers
90% of users who join mobile loyalty programs feel they got their value
70% of consumers say they want to receive offers on their mobile devices
SMS text message marketing is one of the most powerful mobile channels you can use and that’s why major brands rely on it to drive engagement and sales. Simply put, adding mobile marketing to your existing strategy isn’t crazy for you. People are texting everywhere you look. Why not get right on their face in an instant and creatively increase sales and profits.
Well, that’s it for now. I need to take advantage of the “special” on the paykey I just received on my phone. I mean hey, it’s Fat Tuesday and this creative merchant has got my business. Then it’s off to the gym tomorrow!!!
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