Promotions should keep customers coming back
"WILL this promotion bring me the customers I want, the customers who will continue to come back when the promotion is finished?"
That's the second question you need to ask to help maximise your promotional activities.
Last week, I posed the first question: "Will this promotion bring new and/or repeat customers, and/or additional business?"
If we break this week's question into smaller parts, further questions to consider would include:
Are your customers linked geographically, demographically, psychographically (personality type/interests/attitudes, etc)?
Does this promotion hit your target market?
Importantly, is your promotion relevant? For example, if I was running a promotion for a cafe, would I build it around fresh roasting, brewing, unique flavours, experience, image, etc.
With the promotion running, what tools or systems do you have to ensure you collect all the new customers addresses and email addresses so that you can continue to make offers to them?
What part of your promotion is specifically designed to convert the new customers to become customers for life?
This last question is critical, as that should be your ultimate goal - if you're going to be spending time, money and resources, on a "one-hit wonder", perhaps you should rethink the strategy.
Look out for next week, where we'll run through a few more questions to consider in your promotional activities.
The next Re iGNITE Business Conference is Saturday, November 23 - the terrific feedback from the 70 businesses who attended the last one is still pouring in.
To keep updated, keep an eye out on the chamber web site, www.bundabergchamber.com.au.