Offers and Promotions by Constant Contact

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. Kelly Mirabella
Social Media Consultant and Trainer
2
Kelly@stellar247.com
facebook.com/thecoloradogirl
@stellar247

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
Agenda
! What are offers and promotions?
! Types of offers and promotions
! 5 steps to creating a great offer
! Next steps

5. What are offers & promotions? | Types of offers & promotions |
5 steps to creating a great offer | Next steps

6. 6
! marketing
What are offers & promotions?
At its core, marketing is about
eliciting a physical and measureable
response

7. Pull response
7
What are
campaigns?
What are offers & promotions?
Push content

8. What are offers & promotions?
8
What is an
offer or promotion?
SAVE! Reward customers
Achieve objectives

9. What are offers & promotions?
9
Goal and objectives

10. What are offers & promotions?
The three things you really want
1
Control: of deal terms, offer period
2
3
10
Profitable
sales
Buyer
contact info

11. What are offers & promotions?
The three things you really want
1
Control: of deal terms, offer period
2
3
! 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
Profitable
Sales
Buyer
Contact
Info

12. What are offers & promotions?
The three things you really want
1
Control: of deal terms, offer period
2
3
12
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. What are offers & promotions?
The three things you really want
1
Control: of deal terms, offer period
2
3
13
Profitable
Sales
Buyer
contact info

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
! 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
! Say “Thank you!”
! Send them regular
emails
! Offer another
exclusive deal
! Encourage them to
follow you on social
networks
What are offers & promotions?
What you do with their info…

17. What are offers & promotions? | Types of offers & promotions |
5 steps to creating a great offer | Next steps

18. Types of offers & promotions
local deals
18
coupons
Facebook
promotion

19. Types of offers & promotions
19
Standard coupon

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. 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. 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
Deals allow customers
of your business to enjoy
a product or service at a
discount.
Types of offers & promotions
Local
deal:

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
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. 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. What are offers & promotions? | Types of offers & promotions |
5 steps to creating a great offer | Next steps

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
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. 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 O ff er

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
! 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
! 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. 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. 5 steps to creating a great offer
4. Distribute, promote, share
35

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. 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. The most important thing
you have to do after the event
Say Thank you.
38

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. 5 steps to creating a great offer
40
Do it again!
1
2
1
2

41. What are offers & promotions? | Types of offers & promotions |
5 steps to creating a great offer | Next steps

42. Promotion exercise…
1 Choose your offer type.
2 Write down the goal of your offer.
3 Choose the offer that will accomplish your goal.
4 Set the price, expiration, number of offers and terms.

43. 43
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!”

44. 44
Next steps
Deals aren’t always about
new customers
Encourage
word of mouth
Reward
loyalty
THANK
YOU!
Bonus
Offer!

46. Q&A
Add a CALL TO ACTION Here
Your Name
Company Name
YOUR
PHOTO
HERE
YOUR
LOGO HERE

47. 47

48. Speaker Name Here
Your Company Name
• Your Title Here
• Constant Contact Authorized Local Expert
Web URL
Twitter or Facebook
Email Address
YOUR
PHOTO
HERE
YOUR
LOGO HERE