Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Constant Contact Toolkit - Offers and Promotions

1,203 views

Published on

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)

Published in: Business
  • Be the first to comment

  • Be the first to like this

Constant Contact Toolkit - Offers and Promotions

  1. 1. Halfmoon Yoga B•B•Q Campaigns That Drive Action: Offers and Promotions Increase and reward loyalty while driving new customers to your door. © 2014
  2. 2. Frithjof Petscheleit Accredited Local Expert, Constant Contact 2 frith@bluebirdbc.com facebook.com/BusinessBlueBird @BlueBirdBC
  3. 3. Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Offers & Promotions Events & Registrations 3 Newsletters & Announcements Feedback & Surveys
  4. 4. 4 Agenda What are offers and promotions? Types of offers and promotions 5 steps to creating a great offer Next steps
  5. 5. What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
  6. 6. 6 marketing What are offers & promotions? At its core, marketing is about eliciting a physical and measureable response
  7. 7. Pull response 7 What are campaigns? What are offers & promotions? Push content
  8. 8. What are offers & promotions? 8 What is an offer or promotion? SAVE! Reward customers Achieve objectives
  9. 9. What are offers & promotions? 9 Goal and objectives
  10. 10. What are offers & promotions? The three things you really want Control: of deal terms, offer period 10 1 2 3 Profitable sales Buyer contact info
  11. 11. What are offers & promotions? The three things you really want 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? 11 1 2 3 Control: of deal terms, offer period Profitable Sales Buyer Contact Info
  12. 12. What are offers & promotions? The three things you really want Control: of deal terms, offer period 12 1 2 3 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?
  13. 13. What are offers & promotions? The three things you really want 13 1 2 3 Control: of deal terms, offer period Profitable Sales Buyer contact info
  14. 14. What are offers & promotions? Myth of quantity vs. quality Where do the names come from? Ideally: You use your list of names 14 Other deal companies: You use their list of names
  15. 15. 15 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
  16. 16. 16 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…
  17. 17. What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
  18. 18. Types of offers & promotions local deals 18 coupons Facebook promotion
  19. 19. Types of offers & promotions 19 Standard coupon
  20. 20. 20 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:
  21. 21. 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. 21
  22. 22. Types of offers & promotions Facebook promotion: Why use one? The #1 reason people like a Facebook Page is to receive discounts, promotions and exclusive content 22
  23. 23. 23 Deals allow customers of your business to enjoy a product or service at a discount. Types of offers & promotions Local deal:
  24. 24. Types of offers & promotions 24 Local deal: Why use one? Reward your current customers. Grow your promotional reach. Attract new customers. Generate revenue.
  25. 25. 25 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 Trackable coupon: SAVE!
  26. 26. Types of offers & promotions 26 Trackable coupon: Why use one? SAVE! Rewards sharing of coupon via social channels Gain insights and data on sharing and new vs. current customers Grow your contact list
  27. 27. What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
  28. 28. 5 steps to creating a great offer 28 1. Goal of the offer Answer first… write them down! What will “success” look like? Who is the offer for? Who will your audience be?
  29. 29. 29 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?
  30. 30. 5 steps to creating a great offer 2. Select the right type of offer If… you want 30 to grow your list you want revenue coupon, product promotion, local deal social campaign, trackable coupon Special Offer
  31. 31. 31 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 offer for Business-to-Consumer (B2C)
  32. 32. 32 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 offer for Business-to-Business (B2B)
  33. 33. 33 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 offer for nonprofit organizations
  34. 34. 5 steps to creating a great offer 34 3. Create and control Price Expiration of offer # of offers Available Terms & Restrictions P.E.A.R.!
  35. 35. 5 steps to creating a great offer 4. Distribute, promote, share 35
  36. 36. 5 steps to creating a great offer 4. Distribute, promote, share 36 Share the link to your offer: promotion via your social networks Use a share bonus to showcase other parts of your business Offer $5, $10 or 10% off the “next” deal
  37. 37. 5 steps to creating a great offer 37 5. Results & follow-up % • 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.
  38. 38. The most important thing you have to do after the event Say Thank you. 38
  39. 39. 5 steps to creating a great offer 39 How did you do? Day 1 Day 5 Day 9 END Target (Revenue, # of coupons sold, new fans, downloads, etc.)
  40. 40. 5 steps to creating a great offer 40 Do it again! 1 2 1 2
  41. 41. What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
  42. 42. 42 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!”
  43. 43. 43 Next steps Deals aren’t always about new customers Encourage word of mouth Reward loyalty THANK YOU! Bonus Offer!
  44. 44. Q&A Strategies for a digital world Frithjof Petscheleit BlueBird Business Consulting YOUR PHOTO HERE YOUR LOGO HERE
  45. 45. 46
  46. 46. SPECIAL OFFER Sign 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 Petscheleit BlueBird Business Consulting YOUR PHOTO HERE YOUR LOGO HERE
  47. 47. Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Offers & Promotions Events & Registrations 48 Newsletters & Announcements Feedback & Surveys
  48. 48. Frithjof Petscheleit BlueBird Business Consulting •Constant Contact Authorized Local Expert http://businessbluebird.com @BlueBirdBC Frith@bluebirdbc.com YOUR PHOTO HERE YOUR LOGO HERE

×