Developing a Promotion Understand your business segments
Make sure you have a solid understanding of which segments in your business are working well and which segments are not. E.g. your savouries may not be doing well and further examination might show you that your party pie sales have dropped considerably. From this information, it is easy to work out that this area of your business needs attention. Do you need to run a promotion? The first question to ask is “do you need to run a promotion” or can I just ask my staff to upsell the product more effectively. Strategies could include: • Staff MUST upsell every customer to a party pie • Staff MUST upsell customers that buy small savouries to the existing savoury bundle packs. If a promotion is required, the following options can be considered: • Bundle deals – package several products together at a special price • Awareness – contact Marketing to create a counter card to draw attention to a product that is not selling well • Taste Trays – provide samples of product so customers can try them • Special deals – today only, purchase one item and get another item at a discounted price • Competitions – spend over a certain amount to win a prize Create terms & conditions All deals must have precise terms and conditions. This protects you and enables your customers to know exactly what they are receiving. • Define the deal You should clearly state what the deal is, what is included and what is not. E.g. A free coffee could be for any regular hot beverage. In this instance, state the size of the offer, the type of beverage and include the word “only” after the offer statement. • Define any exclusions Ensure that any exclusions are stated clearly on your marketing material and that they are clearly communicated in easy to read font. • Value offer or prize If the deal has an exact price, then state that the deal is “valued at....” If, however a range of products are included in the deal and the customer can select one or two of these options, then you need to state the highest value and then include the words “valued at up to ....” Keeping it simple • List what is included in the deal • List what is excluded from the deal • State the price of the deal • Have a definite start and finish date • Ensure that you have plenty of product available
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