How to hold a share?
“Let’s quickly muddle some action to raise sales, otherwise we are not meeting the plan!” – this phrase will dream me in nightmares when I retire. In the meantime, this is my reality – # yamarketer.
Now seriously. Promotions (discounts, special offers, bonuses and other ways to stimulate demand) can really give quick sales. But not everything is so simple, and experienced players know that you should not abuse this tool.
Before giving you ready-made ideas for stocks, I must issue instructions for your own safety.
What is a promotion (English promo – advertising; Latin actio – action, performance)? This is a comprehensive marketing event aimed at promoting (promo) a certain product or service. The key word here is “complex”. You can not just take and run a promotion at the click of your fingers. While lying, you can, of course. But it’s not a fact that such a promo will benefit you.
So, the development of any action includes 10 stages:
It is very important to understand what you want from the action. And this is not an abstract “need to raise sales . “ Options for goals can be many, the most frequent:
- quickly sell stocks or past collections;
- sell a product that has “stagnated”;
- increase turnover in the “dead” season;
- to draw attention to the new product;
- to increase the contact database for further “boosting” with mailings / calls;
- notify potential customers about the existence of the company, get acquainted with them;
- retain loyal customers;
- lure customers from competitors, etc.
At the same stage, determine the quantitative indicators – which figures will indicate that the action worked well and which ones testify to its collapse.
Target audiences should also be identified. Will it be a promotion for everyone and everyone, or will you target it on a narrow group of potential customers? Targeted stocks tend to have less reach, but greater conversion.
Determination of customer benefits, motivator search
The action assumes special conditions that should be interesting to the client to the extent that he is led to the desired action. These can be discounts, bonus rubles, gifts for the purchase, lotteries, contests, etc. (a complete list of ideas for motivating customers at the end of the article). The main thing is that your target client is really interesting , and not like this:
And here are a couple of examples of more appropriate motivators:
Example 1. The developer pays interest on the mortgage for the first year. In fact, this is a discount, but designed in such a way, it really touches:
Example 2. This is also a discount, and a substantial one. Attracts? Please note that the main purpose of the promotion is to bring customers to the site on the open day. After all, when you walk around the apartment, mentally arrange the furniture in it, it is much easier to make a decision than after viewing typical plans.
Promotion must be relevant in time. Running a campaign on inflatable pools in December or on stationery in June is not the best idea. Warming up the audience with stocks is better at the very beginning or at the end of the season.
The action is desirable to limit the timing or in pieces. The restriction creates the effect of psychological pressure: “we must hurry before we take it apart” .
Here is our example of a temporary discount limit, which is also enhanced by a countdown counter:
And here is an example of restrictions on the pieces (this is also our action) and also with a countdown:
Permanent promotions (no time limit), as a rule, do not include strong motivators, because it may not be profitable. Because the rapid growth of sales from such shares are not expected. But as an additional incentive to make a decision, they work well. Such regular promotions can be used not for sales, but for receiving a contact: discounts for the first order or for joining the group, a gift for bringing a friend, etc.
Our example of such an action is a 5% discount on any service when joining a VC or FB group:
By the way, the limiter is still present here, but not temporary – you can get a discount only once. By the way, we have current and constant shares here .
Rationale for the action
The human brain is so arranged that it requires an explanation of everything that it sees. If something suddenly happens, it is unclear how, why, and why, then this causes suspicion – is everything clear here?
Sale of summer shoes at the end of the season – this is understandable; invite a friend and get a bonus – this is also clear; discounts on the latest size also do not require an explanation. In all these cases, people see for what reason they get a discount or bonus. Holidays and presents by the 8th of March are usual justifications for actions, for example:
If there is no justification for the action, then suspicions arise in the subconscious: is the discount real? And if they did not wind up the price before the action? And by the way, it really can be that, of course, carries a wave of negativity.
Discussion on the forum of one well-known cosmetics distributor who likes to abuse shares:
If you have everything honestly and the discounts are real, then frequent promotions “just like that” can cause serious harm. Thus, you are “pushing” your customers to stocks. Users get used to discounts and wait for them, they start demanding more and more “freebies”, and at that time you lose part of the margin and work for the sake of work.
I admit honestly, we ourselves have made such a mistake. All last year we held promotions 2-3 times a month. At first it had a good effect, but gradually the return on stocks began to decline, and the periods between stocks sometimes made us cry. Understanding where we are
screwed upmissed, came after the call of one customer who was going to buy a comprehensive online page positioning . He demanded a discount, but he didn’t give out discounts to the answer of the support service, he calmly replied, “Well, okay, I will wait for some of your promotions, you often spend them . “ It was necessary to reconsider the strategy of stimulating demand – now we are doing stocks only for great reasons.
If we are talking about promotions on the site, then create for each stock a separate page with a description. This will give full information and avoid misunderstandings on the part of the client. The style of the text will depend on you, your product, your target customer, the occasion, etc. But the content should include:
- Cling heading (can be used on advertising banners).
- Offer – the essence of the promotional offer: what is the benefit, for what reason and under what conditions.
- Information about the benefits of the product that we move.
- Description of limitations and exceptions, if any.
- A clear description of the mechanics of getting: what you need to do to get the benefit, here we include the main call to action.
So, for example, you can decompose into component text of one of our past actions:
Starting from the main text, it will be easier to write texts for distribution, announcement or press release.
Promotional material development
For a website and advertising on the Web, these are, first of all, electronic banners, for offline – flyers, billboards, booklets, etc. Each format has its own features and limitations. If we are talking about electronic banners, the main limitation is advertising space. Many letters will not fit here. Banner requirements are as follows:
- Clinging call / slogan.
- It is advisable to show immediately what is the benefit.
- It is advisable to show the terms or other restrictions, if any.
- Be sure to call for action ( CTA ). And from personal experience, they noticed that if you make a call with just text, then click on the banner less than if you make it as a link or button.
- Attractive design.
The last parameter is very subjective: what you like is not the fact that I like it. And vice versa. The blog already has an article with recommendations for drawing promotional banners from our designer Irina. We will not repeat, but just leave here a link to the article and a few examples of our own banners, which worked well in due time:
When the action is ready, it is necessary that as many potential customers know about it. Go through the check-list and make sure that you use all available methods to announce your shares on the Web:
- Banners are posted on the site so that they can be seen.
- You announced the action in your social networks.
- You made a mailing list to your customers.
- Your partners made a newsletter to their customers with a mention of your action and duplicated the announcement in social networks.
- You have launched an advertising campaign in Yandex.Direct and / or Google Adwords .
- You have set up to show ads on social networks .
- You have posted information about the stock on the site collections of stocks.
You can use offline advertising (billboards, tv ads, radio, etc.).
It is important to correctly calculate the timing of the announcements . Here, unfortunately, there is no universal recipe. If you start the announcement of the action too early, then by its start the interest will subside, if too late, then you will gather few people. And each case is individual.
For example, in the case of a one-day event on an open door from the developer, the announcement of the event should have started about a month before the start in order to bring as many interested people as possible to the site on that day:
But the one-day sale of air tickets is announced, usually, just on the day of the action, because the hype is such that a preliminary announcement is not required:
If the action is extended in time for a long period (several weeks), then you can start announcing on the day the action starts and continue to do this until the action ends.
It is not so difficult to carry out the action according to a carefully thought-out plan (the previous 8 points of preparation). Banners are drawn, links are written, mechanisms are configured. At this stage, marketers relax and … make mistakes. A couple of moments, which in no case should be forgotten during the campaign:
- Make sure that your company employees understand the action correctly and can clearly answer customer questions. After all, a marketer comes up with an action, but completely different people are in contact with customers.
- Track customer reactions to the action and take intermediate cuts in terms of efficiency to quickly make adjustments if something suddenly went wrong.
- At the end of the action do not forget to remove information about it from the site and other sources in time.
In order not to lose profits on unsuccessful promotions, it is extremely important to evaluate each event. Evaluation of effectiveness will depend on the goals set at the beginning (see the 1st stage).
Ideally, if at the start of the development of the action you digitize the target and determine the point, above which the action will be considered effective.
For example, the target for a stock for a sporting goods store might look like this: to stimulate the sale of bicycles at a discount of 15%. The promotion will be considered successful if we sell 50 bicycles.
To calculate the minimum target sales, we used the formula:
Number of sales per share * price per share * margin per share – expenses per share = number of sales without shares * regular price * usual margin
At the start of the action, the following conditions of the problem are known:
Average price before the action = 10 000 rubles
Margin before share = 50%
Average sales per month = 25 pieces
Average discount price = 10 000 – 15% = 8500 rubles
Margin per share = 41.2%
The budget of the action (the cost of promotional materials and advertising) = 50 000 rubles
Minimum target sales per share = x
х * 8500 * 41.2% – 50 000 = 25 * 10000 * 50%
x = 50
It turns out that by selling 50 bicycles, the store will recoup the cost per share and make a profit not less than the one it would have received without the stock. Rough calculation, but allows you to put down guidelines.
For different types of stocks will have their own formulas, depending on the conditions.
After the action is completed, double-check the calculations, calculate if there are any financial losses.
So that you have the opportunity to evaluate the success of the action, provide a collection of statistics:
So, how to hold a share on the site?
Competent actions bring good results and can help in the development of your business. But, firstly, they should not be abused, and secondly, each action must be carefully prepared. To succeed, you, as a marketer, need to:
- Put down a clear, preferably digitized target and identify the target audience.
- To determine the benefits that you offer to the client in the framework of the action.
- Plan when it is most appropriate to hold a campaign with an eye on seasonality and market characteristics.
- Set a limit on the shares (time, quantity, other).
- Explain to yourself and customers why this action is held, give a justification.
- Develop texts for the page with the description of the action and for mailings.
- Develop promotional materials: draw banners.
- To announce the action.
- Monitor direct conduct.
- Conduct a performance analysis with conclusions about whether you will repeat this action in the future.
30 Promotional Ideas
Well, now that you know exactly how to manage stocks, I can give you the promised list of 30 ideas that we tested. Here is his fragment:
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