Promotions: Setup to Execution Chapter 14

Promotions can vary from a tweet, an entire season, attract new customers, reward long time customers, increase sales, introduce a new product….

Types of Promotions PRINT PROMOTIONS Newspaper Community Newspaper Magazine Billboard Direct Mail Flyers & Bag stuffers ELECTRONIC PROMOTIONS TV & Cable Radio Paid Social Media & Internet Newsletter, Blog, Websites

Running a Promotion Decide on your goals Train the Staff!! Planning a promotion Use your imagination Make a plan Get the staff involved Make samples so everyone is clear Active sampling Passive sampling Preorders Plan o gram merchandising. What do you need? Where? When?

Planning a Promotion in 12 Steps

Running a Promotion Cont.. Sampling the Media Knowledge of the products, events, and history is a must Festive feeling in your store or at your event is a must Budget for Promotion Project units Project dollars Cost per unit Labor to produce units Samples Signs, banners, flyers

Records of Promotion Results Set up a time table! Calendar for the year Calendar for production/when planning starts Excel spreadsheet to record weather, sales notes, what you need more of or less of How the items were sold How your regular items were reflected Units sold Dollars sold Time frame sold

Using Coupons Good Offers Bad Offers Free coffee cake muffin with purchase of pie. Buy full sheet for price of half sheet Have lunch, bakers choice dessert on us! Buy 6 get 1 free! Doesn’t work in retail dollars- gives away too much. Buy two get one free French bread $0.99 Save 20% on any sale over $3 BOGO

Extreme Couponing Make the deal on a specific item, offer something not offered in store, no online orders, limit the number of deals per day, negotiate, offer for a limited timeframe, be demanding on payment terms. Remember- create your own promotions, promote them well, record activity!