The Dos and Don’ts of Online Promotions
We all love a good deal, but here’s the thing: sales can be a double edged sword for brands.
If done right, your promotions could boost your revenue, draw in new customers and leave a memorable impression. But if you overdo it or underthink it, your promos could get lost in the noise, turn people off, or cheapen your brand long-term.
In today’s blog, I’m sharing my do’s and don’ts for brands planning a promotional campaign or holiday sale. That’s right, now is the time to start thinking about the holidays, if you haven’t already gotten the wheels in motion!
DO: Stay True To Your Values
My first rule with any campaign is to do an authenticity check. Does this campaign really make sense for your brand in the current context?
You want your offer to provide value to your customers, not trick them into buying something they don’t need or making a purchase just because something is really cheap. Those types of sales may generate revenue in the short term, but they probably won’t help you build a brand that people love and come back to time and again.
Any time something feels awkward or unnatural, take a step back and figure out why. If you don’t believe there’s value in what you’re selling, your audience probably won’t either!
DON’T: Underestimate the Importance of Timing
Do you know what the best day of the week is to launch a product? If you Google it, most sources will tell you it’s Tuesday, but I would challenge you to do the research on your own. Every brand is different, so think about your customer’s lifestyle and dig into your own analytics.
Typically weekends aren’t an ideal time to launch a sale, but then again some consumers may only have time to shop online on the weekends, so consider launching on a weekday and letting your sale run right through the weekend in order to capture as many customers as possible.
The important thing is to be strategic about your timing, rather than rushing to get everything out there as quickly as possible. Especially around the holidays, it can be easy to get caught up in the frantic pace and want to put things out there as soon as they’re ready, but try to resist! By being thoughtful about your timing, and thinking about the big picture you can boost the success of your campaign overall.
DO: Make Your Offer Simple
The best sales don’t require too much thinking. You want your audience to be able to quickly decide whether they’re interested, and easily make a purchase. If you do offer a gift or discount with purchase, make sure it’s broadly appealing, or give a simple choice of variations so that people don’t have to consider whether or not it will work for them.
DON’T: Spam Your Audience
There are some customers that will only shop when things are on sale, but that doesn’t mean you have to go after those customers all the time! Relying too heavily on discounts to move your product can cheapen your brand and attract an audience that will have a lower value in the long run.
Instead of constantly running sales, think strategically about what, when and how you want to offer discounts or other promos. Be mindful that some channels can feel more “spammy” than others. What might be appropriate on social media could be overkill on email for example, so keep that in mind when planning your communications around a multi-day campaign.
Rather than going after discount shoppers, you may want to consider rewarding your existing customers with great deals from time to time instead. Exclusive offers and limited-time gifts with purchase are two ways to reward your customers for their loyalty and encourage them to make another purchase.
DO: Keep It Fresh! Experiment!
We’ve talked about keeping things simple, but this doesn’t mean your campaigns have to be boring! In addition to driving revenue, think of your sale as an opportunity to build your brand and connect with your audience.
Get the creative juices flowing and invite your team or a creative friend to jump in on a brainstorming session to come up with unique ideas that will help you stand apart.
Here are just a few possible formats to get you started:
- BOGOFF (Buy one and get a discount on another product)
- Spend a certain amount and get a free gift with purchase
- Donate a percentage of sales to charity
- Buy multiple items and save a percentage
- Save more as you spend more (eg. spend $100, save $10, spend $150, save $20 etc.)
- Get free shipping for a limited time
- Get a free sample with every purchase for a limited time
Beyond these formats, think about creative ways to message your campaign to your audience. For instance, instead of offering a sale for the sake of a sale, you could do a customer appreciation sales event.
Often you can find inspiration just by looking at what other brands are doing. Take this as a starting point, and then dig deep and make it your own. You might surprise yourself with a unique idea that you didn’t know you had in you.
Do you need help planning a sales campaign? Get in touch to schedule a consultation.
Originally published at https://www.the-emms.com on September 27, 2020.
