| Promotions and special events are the salt and | | | | newspapers have to fill up those pages every day! |
| pepper in your marketing plan. They spice things up | | | | They are frequently delighted if you send them a |
| and keep your store fun and exciting. | | | | great story. Your event does need to be |
| Promotions are a great way to keep your regular | | | | newsworthy, however. |
| customers interested in your merchandise and give | | | | 6. Stuff every bag with a schedule of events for the |
| them more reasons to shop with you. Promotions | | | | entire season. Hey, they're already getting the bag. |
| can also be a great way of attracting new | | | | Make it work for you in multiple ways. |
| customers. It's just one more way to keep your | | | | 7. Put signs about the event in your store well ahead |
| marketing message in front of your customers and | | | | of the event date. This one is a no-brainer, but lots |
| prospects. | | | | of people don't do it. At the very least, put a small |
| But doing promotions on a limited budget can be | | | | sign at the cash register. |
| challenging. You'll need to plan to spend some money | | | | 8. Take advantage of today's super easy desktop |
| to get the word out about your event, to purchase | | | | publishing to design your own signs, flyers, postcards, |
| any necessary supplies, materials, or prizes, and to | | | | or event calendars instead of using a graphic |
| pay for any extra payroll hours needed for the | | | | designer. Any time or money you invest in acquiring |
| event. | | | | and learning a simple design program will be well |
| However, you don't have to spend a lot of | | | | worth it. For big, important marketing pieces you may |
| money--use imagination and hard work instead of | | | | need a graphic designer, but for simple pieces you |
| cash! If you are prepared to put in a little old | | | | can do it yourself quickly, easily, cheaply. |
| fashioned elbow grease, you can dream up some | | | | 9. Put your information about your upcoming event |
| really great promotions that don't cost a fortune. | | | | on your register receipt. Many cash registers and |
| Here are fourteen tips for keeping your costs down | | | | computer POS systems will allow you to put a short |
| and your sales up: | | | | message on the receipt. You'd be amazed how many |
| | | | people read them! |
| 1. Ask your vendors and sales reps to donate prizes, | | | | 10. Write an article about the promotion for the |
| food, help, or anything else you need. They are | | | | monthly newsletter that's already going to your |
| usually delighted to help in some way. Don't forget to | | | | mailing list. They are already your customers and the |
| invite them to attend the event if you are planning | | | | newsletter is already going out...don't forget to plug |
| to highlight their product. They are often expert | | | | your promotion. |
| salespeople! | | | | 11. Create a window display highlighting your special |
| 2. Use co-op advertising money to help cover the | | | | event. An interesting visual display will not only |
| cost of a mailing. Getting the word out about your | | | | educate your walk-by traffic about your upcoming |
| promotion can be a costly expense. If you are | | | | event, it frequently generates enough curiosity to |
| planning to use traditional advertising like newspaper | | | | get people in the door NOW! |
| or radio, check out how much your manufacturers | | | | 12. Send personal invitations to targeted VIP's. Make |
| will contribute to promote their products. | | | | absolutely sure your very best customers know |
| 3. Barter with other merchants in town to get prizes, | | | | about, and will attend, your event. A personal |
| services, customer mailing lists, etc. We love | | | | invitation is a powerful draw. |
| bartering. If you barter your goods for others goods | | | | 13. Ask your customers to tell a friend about the |
| or services, you've essentially received a 50% | | | | upcoming event. Give them a no-cost gift if they |
| discount (if you sell your products at a 50% margin). | | | | bring a friend to the event. An easy referral |
| 4. Keep your merchandise at full price. There are lots | | | | technique that could bring you tons of potential new |
| of great promotions that get their impact from fun | | | | customers! Make sure you get the names of all the |
| and added value rather than cash savings. You don't | | | | "friends", even if they don't buy. |
| have to sell your stuff on sale to have a great | | | | 14. Mention the event on your answering machine |
| promotion. Co-sponsor the event with local | | | | message. Your answering machine should be your |
| media--newspaper, cable TV, or radio. They promote | | | | marketing machine. It's a quick, easy, and totally free |
| your event in exchange for high profile exposure to | | | | way to let people know about your upcoming |
| your customers. A win-win situation! | | | | events. There are lots of ways to have fun on a |
| 5. Send out press releases to get free publicity if | | | | budget. Get creative! Use your noodle! |
| your event is newsworthy. Don't forget, the | | | | |