Posts filed under 'Promotions'
August 29th, 2008
Teamwork. We’re taught it as children and it’s encouraged in corporations all over the country. But what about working as a team with another business when advertising? Lots of business owners think that’s opening the door to the coop to let the fox in. But it’s not as crazy as it might sound - a partnership with a complementary business, where you pool your advertising and promotional resources to reach more customers, just might make good business sense.
Take the latest partnership between ladies clothier Ann Taylor and laundry superstar Tide and Downy. Through a new joint venture customers who purchase clothing at Ann Taylor will be encouraged to take care of their clothes to make them last longer and to avoid dry-cleaning bills. Oh, and by the way, here’s a sample of new Tide Total Care and Downy Total Care to do just that. Want more information? How about a special promotional “magazine” produced by the Tide folks with articles, how-tos and coupons for their products? Thanks, and have a nice day.
These two businesses are not competitors but each feeds off the other one. Clothing that lasts longer through better detergents will promote the quality brand promise of Ann Taylor…and consumers also see that if Tide can keep my Ann Taylor blouse looking good longer, maybe I could try it for Junior’s jeans?
Local businesses could team up to cross-promote each other too. A camera store and a frame store…an auto repair shop and a carwash…a bowling alley and a movie rental store. The possiblities are endless. And given the economy and the trend for families to be seeking out deals at every turn, giving them the package deal at a discount would certainly gain more eyeballs and interest than a stand-alone promotion.
July 16th, 2008
Summary from post on Advertising Lab~
Imagine: You find something you like, reach into your pocket for a small device, scan the barcode, and the device tells you whether and were the same product is available for a lower price.
This future just got one step closer with the release of an iPhone app Checkout SmartShop, “a shopping assistant meant to help you find online and local prices when you’re out and about shopping.” For now, you still need to type in the UPS code; they are working on converting the iPhone camera into a barcode scanner.
In a post on industry blog Advertising Lab last January on online experiences and offline expectations, the author writes, “Retailers gotta act quick if they want to have some control over the converging experiences. In a few years, people will be carrying web browsers in their pockets and won’t be needing all this retail innovation. Then they would go to Barnes & Noble to browse books and order the ones they like on Amazon right from the store.”
That part about “a few years” was probably too optimistic. Not only can we now browse the internet with small devices, such as our phones, these same devices can assist us with where to get the best deal.
June 5th, 2008
It’s not even two weeks before Father’s Day, so if you’re planning on doing a marketing push for your company, you should get on it if you haven’t already. High gas and food prices likely will take a bite out of Father’s Day gift giving; a recent survey done by the National Retailers Association (NRF) says their estimates put the loss as much as 8% versus last year, which leaves many local retailers wondering for what people are really looking for good ole Dad. Here are some promotional ideas to get you started:
- More than 40% of consumers plan on spending their time with Dad by treating him to a special outing, so a “Bring Your Kids” event or promotion for Father’s Day weekend would likely help sales. A good time with Dad at your establishment also will go a long way towards their recall of your brand and business. But, no one is having fun if the kids are bored and acting up - especially Dads on their “special” day. So remember to provide activities - bubbles, balloons, entertainment - as well as kid-friendly (and healthy) refreshments like water, juice, fruit or pretzels for the kids so they have fun with their Dad.
- Or offer a free “Daddy and Me” picture - a Polaroid in a paper frame with your store’s name and website on it, for example - to everyone who makes a purchase. This will create a concrete memory of your business that they will take home with them and, if you’re lucky, keep on the ‘fridge for months and in scrapbooks for years.
- Offer some sort of discount or gift card when a purchase is made for Dad - say, a 10% discount for July or a $10 gift card good for their next visit. Make sure it’s good for the next time the customer visits your store, however, to encourage a repeat visit.
- Donate a portion of your Father’s Day sales to an organization that supports and furthers the role of men in children’s lives…like Big Brothers, Big Sisters for example.
Once you’ve decided on your promotion, support it with paid advertising (if you can afford it), fliers and posters in your store, an email blast to your subscribers, on your website, etc.
Send a news release to the local media, particularly the photo desk of your local newspaper, who will have roving photographers out and about on Father’s Day looking for an image that captures Father’s Day locally.
If you make a donation to a local charity, try to extend your media coverage by presenting the check to the charity’s officials during a media event orchestrated after Father’s Day.
2008 Father’s Day Gift Trends
Gift cards for all occasions have blossomed in the past year and will account for more than 30% of the Father’s Day gifts that are given, which is 5% higher than last year. People also are shopping at discount stores instead of department stores. The NRF survey found many consumers (41.4%) will still treat dad to a special outing and will spend an average of $20.19. Other popular gifts include:
- clothing (36.5%),
- books and/or CDs (22.6%),
- gift certificates and gift cards (32.7%),
- sporting goods (13.3%), and
- consumer electronics or computer related accessories (18.5%).
- The large majority of consumers (68.4%) will invest in a greeting card for dad, spending an average of $7.49.
