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Sales Promotions & Special Events

Sales Promotions & Special Events. Getting Promotions RIGHT Understand Why, Who, When, Where, How Purpose Timing Size Types Maximizing your event. Purpose Activate existing customers – get more transactions Build relationships Get new customers

jocelyn-whitley
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Sales Promotions & Special Events

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  1. Sales Promotions & Special Events

  2. Getting Promotions RIGHT • Understand Why, Who, When, Where, How • Purpose • Timing • Size • Types • Maximizing your event

  3. Purpose • Activate existing customers – get more transactions • Build relationships • Get new customers • Strengthen your core strategies • Create opportunities for publicity • Generate cash • Reduce inventory

  4. Timing • WHEN • High season/Off Season • Weekday/Weekend • Day/Night • HOW OFTEN • Weekly, monthly, quarterly, annually

  5. Size • Small • Medium • Big • Blow Out!

  6. String Your Necklace Plan out the timing, size, and purpose of your different promotions

  7. Type • Sales • Specials • Off site • Value added • Events

  8. Sales • Generate cash, reduce inventory, get market share • Sidewalk sale • Clearance sale • Overstock sale • Post–holiday sale • Holiday sale

  9. Specials • Drive traffic to your store • Item specials • Trade show specials • BOGO sales • Item overstocks • 12Days of Christmas

  10. Off-Site • Get new customers (build list), generate cash • Consumer shows • Fairs/Festivals • Community Events • Your own off-site event • Post show strategy

  11. Value-Added • More transactions, relationship builders, reinforce strategies • GWP events • Mini-Makeovers • Photo Ops • Single rose with a dozen • Cause Marketing

  12. Events • More transactions, relationship builders, reinforce strategies • Classes and seminars • Clubs • Clinics and Fittings • Readings • Trunk/fashion show

  13. Events • More transactions, relationship builders, reinforce strategies • Small events – dog walks, sit-n-knit • Parties • Big Blow Out events • Wild and Crazy

  14. Maximizing Your Promotions • Marketing – use all available tools • Partnerships • Publicity • Anniversary your events • Document– before, during, after

  15. Homework • Step 1: Make a list of the promotions you are planning for the next year. Do you have a variety of types, sizes, purposes? Add your promotions to your marketing matrix. How will each of these promotions support your strategies? • Step 2: Add your promotions to your marketing calendar. (String your necklace!) • Step 3: Start working on the planners for your promotions, sales, and special events.

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