Constant Contact Toolkit - Offers and Promotions
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This presentation will provide a deeper look into the importance and effectiveness of offers and promotions as tools for either increasing/rewarding loyalty or for driving word of mouth and new customers/supporters/clients. At the heart of small business marketing are the campaigns that drive action – collections of marketingactivities that help a small business or organization to achieve its goals and objectives. One importantcampaign type that many small businesses or organizations have likely run, but would like to learn more about,revolves around Offers and Promotions. These could be a simple coupon or a Facebook campaign. You may be considering joining forces with a deal provider and you’re wondering what you should be looking for in a deal or offer that matches your needs. This session will help you learn what you need to know aboutsuccessful deals, and how you might use them for your marketing efforts. ATTENDEES OF THIS PRESENTATION WILL LEARN: Goals and objectives of offers, the three things small businesses should look for in a deal, and the myth of quantity vs. quality The different types of deal you might run (includes: Facebook promotion, local deals and Trackable coupons) 5 steps to a great offer (set the goal, select the type of offer, creation and control, distribution/promotion,results/follow-up)
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Constant Contact Toolkit - Offers and Promotions
- 1. Halfmoon Yoga B•B•Q Campaigns That Drive Action: Offers and Promotions Increase and reward loyalty while driving new customers to your door. © 2014
- 2. Frithjof Petscheleit Accredited Local Expert, Constant Contact 2 frith@bluebirdbc.com facebook.com/BusinessBlueBird @BlueBirdBC
- 3. Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Offers & Promotions Events & Registrations 3 Newsletters & Announcements Feedback & Surveys
- 4. 4 Agenda What are offers and promotions? Types of offers and promotions 5 steps to creating a great offer Next steps
- 5. What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
- 6. 6 marketing What are offers & promotions? At its core, marketing is about eliciting a physical and measureable response
- 7. Pull response 7 What are campaigns? What are offers & promotions? Push content
- 8. What are offers & promotions? 8 What is an offer or promotion? SAVE! Reward customers Achieve objectives
- 9. What are offers & promotions? 9 Goal and objectives
- 10. What are offers & promotions? The three things you really want Control: of deal terms, offer period 10 1 2 3 Profitable sales Buyer contact info
- 11. What are offers & promotions? The three things you really want What other discount can we give besides 50%? Can we include restrictions? Can there be a limit to the number sold? Can there be an expiration date? Can there be less than a 50% revenue share? 11 1 2 3 Control: of deal terms, offer period Profitable Sales Buyer Contact Info
- 12. What are offers & promotions? The three things you really want Control: of deal terms, offer period 12 1 2 3 Profitable sales Buyer Contact Info Do you control the pricing of the deal? Does the deal provider take all of your profits to run the deal? For example, are you asked to give up 30%, 40%, 50% of what you collect on each deal? If you offer $40 of food for $20, and the deal company takes $10 per deal, are you now losing money on each deal sold?
- 13. What are offers & promotions? The three things you really want 13 1 2 3 Control: of deal terms, offer period Profitable Sales Buyer contact info
- 14. What are offers & promotions? Myth of quantity vs. quality Where do the names come from? Ideally: You use your list of names 14 Other deal companies: You use their list of names
- 15. 15 Control over who receives the deal Better qualified referrals Measurement of how many new customers the deal brought in What are offers & promotions? Advantages of using your list
- 16. 16 Say “Thank you!” Send them regular emails (CASL) Offer another exclusive deal Encourage them to follow you on social networks What are offers & promotions? What you do with their info…
- 17. What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
- 18. Types of offers & promotions local deals 18 coupons Facebook promotion
- 19. Types of offers & promotions 19 Standard coupon
- 20. 20 A marketing effort associated with Facebook, where you drive customers to take advantage of an offer and specific call to action. Types of offers & promotions Facebook promotion:
- 21. Types of offers & promotions Facebook promotion: Why use one? Meet your customers where they are. Build up your fan base. Drive visibility AND business results. Use Facebook as a piece of your overall campaign. Build your email list. 21
- 22. Types of offers & promotions Facebook promotion: Why use one? The #1 reason people like a Facebook Page is to receive discounts, promotions and exclusive content 22
- 23. 23 Deals allow customers of your business to enjoy a product or service at a discount. Types of offers & promotions Local deal:
- 24. Types of offers & promotions 24 Local deal: Why use one? Reward your current customers. Grow your promotional reach. Attract new customers. Generate revenue.
- 25. 25 A digital coupon that’s sent to your email list, is an “open” offer, doesn’t require a prior purchase, and is easily shared via social media. Types of offers & promotions Trackable coupon: SAVE!
- 26. Types of offers & promotions 26 Trackable coupon: Why use one? SAVE! Rewards sharing of coupon via social channels Gain insights and data on sharing and new vs. current customers Grow your contact list
- 27. What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
- 28. 5 steps to creating a great offer 28 1. Goal of the offer Answer first… write them down! What will “success” look like? Who is the offer for? Who will your audience be?
- 29. 29 Are you… selling a product? offering a service? promoting a cause? 5 steps to creating a great offer 1. Goal of the offer Can you offer… a discount? exclusive content? a sweepstakes?
- 30. 5 steps to creating a great offer 2. Select the right type of offer If… you want 30 to grow your list you want revenue coupon, product promotion, local deal social campaign, trackable coupon Special Offer
- 31. 31 Coupon or discount “How-to” guide related to your business Special discount for fans on social media Sweepstakes or contest 5 steps to creating a great offer 2. Select the right type of offer for Business-to-Consumer (B2C)
- 32. 32 Downloadable content Online event registrations Coupon or discount Sweepstakes or contest Free consult or demo 5 steps to creating a great offer 2. Select the right type of offer for Business-to-Business (B2B)
- 33. 33 Fundraising drive Sweepstakes or contest Downloadable PDF of resources or tips Online event registrations 5 steps to creating a great offer 2. Select the right type of offer for nonprofit organizations
- 34. 5 steps to creating a great offer 34 3. Create and control Price Expiration of offer # of offers Available Terms & Restrictions P.E.A.R.!
- 35. 5 steps to creating a great offer 4. Distribute, promote, share 35
- 36. 5 steps to creating a great offer 4. Distribute, promote, share 36 Share the link to your offer: promotion via your social networks Use a share bonus to showcase other parts of your business Offer $5, $10 or 10% off the “next” deal
- 37. 5 steps to creating a great offer 37 5. Results & follow-up % • Ensure staff is trained to redeem or honor offers and coupons. • Collect list sign-ups at redemption. • Collect information about their experience with the deal. • Use the same tools to follow up: email, social media and surveys.
- 38. The most important thing you have to do after the event Say Thank you. 38
- 39. 5 steps to creating a great offer 39 How did you do? Day 1 Day 5 Day 9 END Target (Revenue, # of coupons sold, new fans, downloads, etc.)
- 40. 5 steps to creating a great offer 40 Do it again! 1 2 1 2
- 41. What are offers & promotions? | Types of offers & promotions | 5 steps to creating a great offer | Next steps
- 42. 42 Next steps 5 don’ts of deals Don’t assume you have to offer a steep discount. Don’t assume getting someone through the door once is enough. Don’t use deals as a way just to sell unwanted inventory. Don’t forget to redeem the coupons! Don’t forget to say “Thank you!”
- 43. 43 Next steps Deals aren’t always about new customers Encourage word of mouth Reward loyalty THANK YOU! Bonus Offer!
- 44. Q&A Strategies for a digital world Frithjof Petscheleit BlueBird Business Consulting YOUR PHOTO HERE YOUR LOGO HERE
- 45. 46
- 46. SPECIAL OFFER Sign up for your Constant Contact Account Today • Free Campaign Design($199 value) • Free Initial Account Set-Up( $120) • 30 Minute Consultation • List upload • List segmentation • Free Webinar or Quickstart workshop For Existing Customers • 30 Minute Review of your last campaign($65) • Review content • Review subject • Review results metrics • Discuss possible improvements Frithjof Petscheleit BlueBird Business Consulting YOUR PHOTO HERE YOUR LOGO HERE
- 47. Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Offers & Promotions Events & Registrations 48 Newsletters & Announcements Feedback & Surveys
- 48. Frithjof Petscheleit BlueBird Business Consulting •Constant Contact Authorized Local Expert http://businessbluebird.com @BlueBirdBC Frith@bluebirdbc.com YOUR PHOTO HERE YOUR LOGO HERE
Editor's Notes
- Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact. (Ask people in the room if any of them have ever attended a previous seminar. If there are a lot, Clarify that this is new content but that some of the same strategies we have taught in the past still apply So they might see a few familiar strategies or tips along the way. How many people in the room are small businesses or work for a small business? How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the information Covered in the session should help them start to move the needle.
- Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact. (Ask people in the room if any of them have ever attended a previous seminar. If there are a lot, Clarify that this is new content but that some of the same strategies we have taught in the past still apply So they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to it Throughout the session with short exercises for them to complete. Next ask …) How many people in the room are small businesses or work for a small business? How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the information Covered in the session should help them start to move the needle.
- This slide should give you a chance to quickly introduce the Constant Contact suite of products to your audience. Many will not know we have all of these, so it’s a great and short commercial. You should make note of the fact that these are the types of marketing campaigns that Constant Contact helps you send, one of which (Offers and Promotions) you’ll be talking about today.
- Here’s what we’re going to do today… [click to build] What are offers & promotions? why run them? what are the types of goals a small business or nonprofit can hope to achieve? [click to build] Types of offers & promotions – we’ll look at standard offers and promotions as well as what’s known as plus or advanced. [click to build] Next – 5 steps to creating a great offer. Things you need to know when setting up your offer or promotion. [click to build] Then we’ll talk about next steps you can take to get started. I also want to make a quick not about “for” and “non” profits, and industry verticals…I’m often asked how the things I’m talking about should be adjusted or changed for a nonprofit or a services (B2B firm) or someone in a different industry vertical. I hear “I’m not a brick-and-mortar business, so how does this apply to me. The good news is that the principles that will be discussed are largely universal…they can benefit a non-profit just as much as they can a for-profit, a B2B business can follow these just as readily as a B2C, that a restaurant can succeed with these ideas just as readily as a yoga studio, a church or a book store. Yes, you may have different considerations to make for your select audiences, but in large part what we’re teaching are best practices, and they’re best practices across the board.
- I want to give you a simple definition, or a framework, for what marketing really is. You already know, generally, what it is – but when I say the word marketing, I mean something very specific and it’s important that we are on the same page. My definition of marketing has three simple parts – you define an audience: a group of people that you want to target. You reach out to them with a message that is specific to that audience. And you seek to elicit a physical and measurable response. A click, a reply, a call, a purchase, a referral – these are all actions that represent a decision made by a human to react to your message. Keep this in mind as we discuss marketing and marketing campaigns and the ways to deliver the most effective campaigns. You’re doing these things because you want people – your customers, your clients, your donors or supporters – to DO SOMETHING. [click to next slide]
- First, let’s talk about “campaigns” - -what does that word really mean? Very simply there are two parts to a campaign First, you [click to build] push out some sort of content (and we’ll talk more about “what content” in a bit) to your followers, supporters, etc Second, you hope to [click to build] “pull” some sort of response from them – you want them to read, forward or share what you sent, show up, call, attend – you want them to take an action of some sort Think about a campaign in terms of push/pull and more importantly do not think about it as just putting an offer out there and making the sale … in this new marketing world, it’s more like a conversation – which lends itself to that advantage we talked about that you have over big business. As a small company, you can engage in a conversation that feels and in fact IS much less like a sales gimmick and more like nurturing a relationship. If you’re doing it right, it will seem like that from both sides of that conversation.
- In the case of offers and promotions, what you’re “pushing” are rewards or incentives to your customers and supporters (and through them to prospective customers or supporters or clients). What you hope to pull back are results that allow you to achieve the objective of the offer: more revenue, new people through your door or brought to your cause, greater demand for your expertise, etc.
- When you’re creating an offer or promotion, it’s important to consider the goals and objectives. What do you hope to accomplish with this marketing effort? [click to build] Do you want to increase revenue? [click to build] Grow your email contact list? [click to build] Or do you want to expand your social reach? You can seek to get all three through one campaign…
- So let’s talk about the three things you really want in the process of building a deal… [click through each item, noting that we’re going to go into more detail on each in a moment]
- First is control over the deal, and it should be control over all aspects of the deal. Here are the questions you want to ask yourself: [click to build] Are you limited to the type of discount you can offer? If you would typically offer something like 50% off, is there something different you can offer? A dollar amount, free gift with purchase or buy-one-get-one-free? [click to build] Can you place some restrictions on the discount? [click to build] Do you have a limit on how many deals you want to offer? [click to build] Do you want to run the deal or offer for a limited time? Should you place an expiration date on the offer? [click to build] Are you comfortable with a less than 50% revenue share?
- You run offers or promotions to help drive additional business to and through your door, and ultimately to help you drive profitable sales. be sure to ask these questions as you think about the profitability of your offer…some of these reflect questions we just posed, but these are all in the context of helping you figure out if the deal you’re looking at offering makes economic sense for your organization. [click through each of the items, and then feel free to discuss the deal structure and the experience of people in the audience]
- At the end of the day, or more importantly, at the end of the deal, you want to be able to retain the contact information of those who purchased the deal. We know that to turn new customers into regulars, you have to know who they are! Which then gives you the opportunity to connect with them, thank them, and start to create a relationship that will turn them into loyal customers. When it comes to contact information, don’t forget the basics. Even though a good deal provider will pass along the contact information of someone who bought your deal, you may find that the deal attracts new customers through word of mouth (i.e. friends of the deal purchaser come along for a visit to your store, etc.)…so make sure you’ve set up systems and trained your staff on collecting the information of those new customers as well: [click to build] Use sign up cards/sheets -use your computer to create a simple sign up sheet [click to build] Train your staff to ask for the customer’s contact information while on the phone [click to build] or at the point of redemption – whenever customers are finalizing a sale Quite simply, be sure to get their name and email address. Let them know what it’s for, to stay in touch with them so they can learn more about your business and to receive newer offers in the future.
- Now let’s look at the myth of “Quantity vs. Quality.” And because we’ve brought the question up, the question is really about where the names come from…where do you get the list that you send the deal to? Some deal providers will wow you with [click to build] the size of the lists they have access to and to which they’ll send word of your deal. So, they are clearly covering the “quantity” play…but remember, there’s a very good chance that out of that massive list that only 29% of the deal-purchases will be new to your business, and it’s also likely that most of them will never return to you. Why? Because they are targeting people who only want a coupon. So how do you go about getting a quality new customer? Someone who will likely return? By targeting those who already love your business! [click to build] The real best practice is where your deal is sent to your list…to your existing loyal customers. The purpose of using your own list of contacts is to get the RIGHT KIND of new customer – the kind that are similar to your existing customers and more likely to become repeat customers. In turn you incent them to become part of your marketing team – because you ask them to share out the deal to their networks, and to advocate on your behalf. Promoting a deal to your own list is great because it rewards your customers for their loyalty AND turns them into your advocates to attract great new customers to your business. We’ll talk more about the sharing of deals in a few minutes, but understand that because you send the deal to your list of customers, and they share on your behalf, that’s new customers that are far more likely to become repeat customers. You also need to ask the question of “how many deals is ‘just enough’?” It’s absolutely possible to sell hundreds or even thousands of deals. But will that truly be best for your business? At the end of the day, will that work out in your favor? Remember, some deal providers have massive lists BECAUSE the more deals that are sold, the more money THEY make. And that would be fine if they told you who bought your deals, but they won’t even share that information with you because they want you to keep coming back to them. Now, some of you might think, “ I don’t have a huge list of people to send an offer to, what about that?” Don’t worry. Ever heard the saying, “it’s not the size of the list that matters, it’s what you do with it?” Same thing here, your customers will receive the offer, and by having a good offer they will be compelled to share it with their friends and family, who will buy the deal and become a part of your ever growing list of contacts.
- There are other advantages to using your own list of contacts, but it’s worth repeating the most important of which [click to build] is that you’re offering a deal to those who are already loyal to your business, not deal seekers who likely won’t return. [click to build] Another consideration: deal providers want to send your offer to as many people as they can because this is how they make more money, but does overwhelming you with deal seekers really work best for your small business? Sending a deal to your list of contacts is a great reward for their loyalty; something which they will share to their friends and family in return. These are the kinds of new customers you want, those who are like your best customers, not deal seekers. [click to build] Finally, you want to track which deal buyers are brand new customers to your business. How? It’s all in the reporting in your account, and you need to carefully review it to make sure you’re getting what you want from your list.
- If you use your own list, you need to keep those customers interested and engaged with you. Here are some tips on how to do that: [click to build] Say thank you to deal buyer through a follow up email or postal mailing [click to build] Place them on your list of contacts and send them a newsletter (after asking for their permission, of course!) [click to build] Add the deal buyers to a special list which you can use to send targeted offers [click to build] Lastly – encourage deal buyers to join you on your social networks like Facebook and Twitter. No matter the service provider you use, it’s important to stay in touch with customers after the deal as a way to cultivate those new relationships, an easy way to do that is to have them share their experience on social networks
- So we’ve talked about what are offers and promotions. We’ve looked at setting goals for your offers and promotions, as well as the importance of using these marketing efforts not only to grow revenue, but to grow your contact list. But what kind of offer or promotion should you create and how do you do that? There are lots of deal providers and digital marketing services out there, and we are one of them. Our offer and promotion templates will help you send out coupons, launch a deal, and get more fans on Facebook. Let’s talk about the types of offers and promotions you can create with these templates: standard offers and promotions and plus campaigns.
- With standard promotions, you can send [click to build] A sale or coupon: notify your audience about a sale or send a coupon through email and social media. This example is from In a Pickle restaurant – it’s a coupon for 20% off and they want customers to print this out and bring it to their location. (DN: this is a “dumb” coupon – just print it and carry it into the store/event/meeting) [click to build] A product or service promotion: promote specific products offered by your business or organization through email or social media. This email is from a travel agency, The Tropical Travelers, and they are promoting a sale on resort vacation packages. Note…these are communications that are sent out through EMM/SMM…with a more specific focus on a product or service – think with SMM that this is part of the 20% from the 50/30/20 rule.
- If you want to take your promotions to the next level, you can run one of the plus campaigns, including Facebook promotions. A Facebook promotion is similar to any marketing campaign you’ve done, but it takes place on Facebook – your fans interact with your page to take advantage of an offer you’re promoting. [click to build] With Facebook promotions, you could run a sweepstakes, coupon or downloadable content promotion on Facebook to grow your fan base and create social word-of-mouth
- Why run an offer? [click to build] It’s a great way to reward your current customers and build a loyal customer base [click to build] It’s easy for customers to share your offer through social media and email [click to build] Which will spread the word about your business – digital word-of-mouth – and attract the attention of your current customers’ friend and family, giving you the opportunity to gain more local, qualified customers as well as their contact information to turn them into regulars. [click to build] It’s all about new customers and revenue!
- Promotions are the primary reason why people like business pages. This is what fans want from you on Facebook: We’ve seen it time and time again from a number of marketing studies - the top reason consumers like a Facebook Page to receive discounts, promotions and exclusive content Source: Chadwick Martin Bailey and Constant Contact consumer pulse
- [click to build] Now let’s talk about deals. So, we all know a deal allows for customers of your business to enjoy a product or a service at a discount, but beyond a mere coupon. Why is this better than a coupon? Because customers are paying up front for the privilege of the discount. Restaurants and other retail stores can ideally use a promotion like this to bring in NEW customers.
- Why run an offer? [click to build] It’s a great way to reward your current customers and build a loyal customer base [click to build] It’s easy for customers to share your offer through social media and email [click to build] Which will spread the word about your business – digital word-of-mouth – and attract the attention of your current customers’ friend and family, giving you the opportunity to gain more local, qualified customers as well as their contact information to turn them into regulars. [click to build] It’s all about new customers and revenue!
- [click to build] Another option for plus campaigns is trackable coupons, which don’t require that customers purchase them upfront – they claim the coupon and bring it to your location. Customers can also easily share your coupon with their friends and family through social media.
- What’s the advantage of using a trackable coupon? [click to build] Trackable coupons reward sharing – customers who share via Facebook, Twitter or email can receive a second discount, like an extra percentage off. This is a great way to encourage your current customers to spread word-of-mouth about your business. Even though you don’t get the upfront sale like you would with a local deal, requiring less of a commitment from your customers can encourage more people to participate. And while deals work best with higher discounts like 40-50 percent off, coupons work well with smaller discounts like 15-20 percent off. This means more profit for you over time. [click to build] You can also get reporting from trackable coupons – also known as “smart” coupons. You can find out how many people claimed it, how and where it was shared, and if the claims were by new or current customers. [click to build] You also get the contact information for everyone who claims your coupon added right into your account. We even make managing redemption a snap. You can track used coupons using our a mobile app, in your account, or from a printed file.
- So how do you create a great offer? We have 5 steps that will help you achieve success with your offer or promotion
- So now you know more about offers and promotions. You know that there are standard, traditional promotions you can create – like printable coupons and a product or service promotion via email – and you can take your offers and promotions to the next level with Facebook promotions, local deals and trackable coupons. Now let’s create an offer you can share with your customer base. The first step is to consider the goal of your offer [click to build] What will “success” look like? [click to build] Who is the offer for? [click to build] Who will your audience be?
- [click to build] Whether you are selling products, services, or promoting a cause, you want to build your campaign around something that connects to the goals you’ve outlined that will get people to like and share your Page with their friends. Think about what you can offer. [click to build] For a B2C that might be a discount or coupon. B2Bs might consider offering exclusive content like whitepapers, tips or guides. A nonprofit could run a sweepstakes or contest.
- and clear calls to action Next, select the right type of offer for that goal [click to build] Is it revenue? Try a simple coupon, product promotion or a local deal [click to build] Is it List growth? Use a social campaign (Facebook promotion) or a trackable coupon… Make it clear in your offer what you want your audience to do next – tell them about what you want them to do with that offer. Don’t dance around the issue, tell them that you want them to “like” your Facebook Page to get that special offer. Tell them to print out a coupon and bring it in to your store. Ask them to share your offer with their friends and family so you’ll get exposure to potential new customers.
- Are you a B2C (business to consumer)? Here’s some ideas for you when creating your offer: You can create promotions that give fans incentives like a coupon or discount, how-to information, and a sweepstakes or contest.
- If you are a B2B (business to business), your knowledge is your best asset. Consider using Facebook promotions to offer special downloads or whitepapers that give tips or insight into your industry or products. There might be seasonal offers you could create for fans who are need your services at different times of the year. If you have the option, you can offer fans a coupon or discount. You can also give them a taste of what you do with a free consultation or demo.
- Nonprofits can use offers to promote their cause, tell their story, increase fundraising and encourage fans to attend their events
- Building a successful offer is an art AND a science. What do I mean by that? Here are 4 things to consider: [click to build] You choose the discount amount, which is the price. [click to build] You choose when the offer runs, meaning when it expires. The offer won’t last forever… [click to build] Next, figure how many you want to offer – do you have the manpower and inventory to support it? We’ll call this the amount, also known as the total number of offers.[Click to Build] [click to build] Then, the terms of the offer, known as the restrictions. These are what will help structure a successful offer for your business. If you want to remember this easily, just tell yourself to consider the [click to build] PEAR!!
- [click to build] It’s extremely important to use all of the tools at your disposal to promote your deal…including e-mail, Facebook, Twitter and other social networks. Here’s two considerations: You can select which list of your customers or supporters you want to send the deal to…which allows you to further connect the right opportunity to the right segment of your customer base. And with respect to “collecting contact information” (remember how much we’ve been pushing that), you can choose to add the information of purchasers of the deal to a specific list (which will make it easier to follow up with them later) Start by promoting your offer by emailing your list about it, and schedule an email reminder. You can also publish it to your Facebook page and schedule a series of posts to run throughout the duration of your campaign. Include it in your email newsletter, promote it in your store, post it on all of your social networks, share it on your other social networks, and write a blog post about it. You never know who might catch your messages on these other channels – your followers can easily share them and pass them on to their networks. So every tweet, email, and blog post is another chance to get yourself in front of new customers.
- Encourage sharing You want your customers that have purchased the deal the tools to further promote it for you. This is the personal recommendation of your business, from one friend or family member to another. There are tools that make it easy for them to share the deal on their social networks or to a select group of people by email. What do you use as a bonus to get buyers to share your deal with others? It really depends on your business, but offering $5, $10, or 10% off the “next” visit coupon is recommended. The best part is YOU get to choose, so if you have other products, services, or a whole other side of the business you want to showcase, use the share bonus to introduce your deal buyers to that aspect of your business. For example, you as a salon may offer a discount on a mani/pedi if you customers purchase a massage deal and share the massage deal with their connections. A restaurant may offer a free appetizer, dessert, or 10% off the “next” visit bonus coupon for those who buy then share the deal. Make the incentive for sharing attractive to encourage sharing the deal with others.
- Some of the tools you can use to plan and promote events return your results instantaneously, and others take 24 hours – some tools used to run webinars will take that long for the recording and list of attendees and non-attendees. Make sure you know which option your tool is so you can plan accordingly. In either case, once the event is concluded, [click to build] you can go ahead and check your results and reporting and get a few different things. You can pull a list of attendees and no-shows. Once you have your list, send an email to attendees and to registrants that didn’t attend. To attendees, send all the resources. If you had a live event, photos videos, results like who won raffle prizes or silent auction prizes, additional info you’ll be sharing on your webpage – send a link. Make sure to nurture them to the next step, whatever step you decide, with a call to action. And make sure that next step stands out. Some common CTA are to ask questions on a Facebook page, purchase a product, start a trial, attending the next event. For non-attendees, send a Sorry-you-couldn’t-attend, Here’s-what-you-missed email, provide a recording or photos or videos, and let them know when the next event is. Use the follow up email to drive registrations. You can use the reporting features to check on revenue from ticket sales or donations (if the tool you’re using allowed you to collect them) And if you asked questions during the registration process and that information can be synced with your attendee lists, you can go ahead and start segmenting your lists of names based on responses. This will help you with your follow-up over time.
- How did you do? Did you meet your goals? [click to build] check the results to see how you did over the duration of the deal If yes, congrats!! If you beat your goals by a big margin, can you pinpoint why? (better than expected response to your promotion? really effective consideration of the “right offer for the right audience?” bit of sandbagging ? all of the above?) What are the things you think worked that you’ll be sure to do again the next time? If no, don’t despair – you learn valuable lessons with each effort! If you missed your targets, try to pinpoint why you fell short. (Did your promotion fail to land where it needed to? Did you choose the wrong audience for your offer? Was your timing off? Did you set unrealistic expectations?) Even if you missed your goals, are there one or two things that you can point to that did work, that you can build on for the next time? Keep track of who took advantage of the offer or promotion – maybe even tag those people in your list, so they can be the intended audience for future offers, or for surveys about what promotions you do run, etc.
- Do it again!! Don’t just run a promotion once and then give up – regardless of whether you’re successful or not. Here are two examples of small businesses that ran first one campaign and then another soon after: ZukaBaby, parenting boutique in New Orleans [click to build] offered a coupon for natural mom and baby products, and then [click to build] did a different deal for clothing http://blogs.constantcontact.com/product-blogs/local-deals-and-loyalty/savelocal-smart-coupons/ Island Natural Markets, natural grocer in British Columbia, [click to build] offered a coupon for a free cleaning product, and then [click to build] ran a sweepstakes for a free trip http://blogs.constantcontact.com/product-blogs/social-media-marketing/how-to-turn-facebook-fans-into-customers/ Now, they found success running more than one deal, but they did so in part because they kept a few things in mind: Think about the different questions we asked in looking at the success/failure of your promotion relative to your goals – use the answers to those questions as the springboards to your next campaign. CAUTION: don’t create “deal fatigue” in your audience!! Use deals and offers effectively (which usually means “sparingly”) – think about what we said were good reasons for running offers. If you’re running deals and offers all the time, then you’re effectively setting a standard price or experience that falls below where your original intentions were. With “sparingly” in mind, you’re the only one who knows your audience and the frequency you can get away with. (If you’re not sure, ask them in a survey or a poll.) So, make sure you do it again. Good marketers have a steady stream of marketing campaigns throughout a given year. You won’t want to do the same thing every time, but you will want to keep engaging your audience and encouraging them to share with new offers every month. You can give fans exclusive content for your next campaign, or a limited time offer or discount, maybe you choose an offer based around certain holidays. Take a few minutes to think about what you can offer each month and you’ll quickly have a marketing plan for the next year.
- 5 Steps to Creating a Great Offer (here are the things you need to know/do to create a great offer (goal of the offer, select the right type, create+control – the “PEAR”, distribute/promote/encourage sharing, results + follow-up – content from #3 on the wall – largely from the current Save Local webinar, but also from blog post Create the Perfect Offer -- http://blogs.constantcontact.com/product-blogs/local-deals-and-loyalty/special-offers/…need to adjust/update to ensure steps fit for a social campaign)
- As you get started on your promotion or offer, here’s some don’ts to keep in mind: [click to build] Don’t assume you have to offer a steep discount. What’s important is the type of offer that will generate the most attention from your audience. What have you done in the past? What will make them excited and want to share it with their friends and family? [click to build] Don’t assume getting someone through the door once is enough. Growing your business takes a commitment to building relationships with your target audience. It takes more than just a positive deal experience to get people to come back. Follow up with an exclusive offer or piece of content and ask them to follow you on social media or join your email list. [click to build] Don’t use deals as a way just to sell unwanted inventory. While it may make sense on paper to move unwanted inventory, if you’re selling a product no on wants in the first place, you could be undermining the success of your deal and the success of your business. [click to build] Don’t forget to redeem the coupons! Not only will keeping track of redemption keep you more organized and prevent errors, it will also enable you to learn more from each deal you run. [click to build] Don’t forget to thank the people that participate. This will add to their experience with you and make it a positive one!
- Yes, they can help you bring in more revenueAnd remember that deals aren’t always about getting new customers. It’s about rewarding your current customers and making them loyal, repeat customers. This group is more likely to spread positive word-of-mouth about you to their friends and family. This will help you to identify your “best” supporters. Reach out to them, grow your relationship with them. Your best customers already know, like, and trust you. Reward them for being your best customers. In the end, you’ll end up attracting new customers just like them. Reward your best customers They’re most likely to spread positive word-of-mouth about you Identify your “best” supporters
- Before I log in, just with a quick show of hands, how many of you use Constant Contact already? I’m going to log in to a live account, for the purposes of this demonstration, and when I do you may not see a screen that looks exactly like what you see when you log in to your account. I have special access to the newest updates and even some test tools, and I tell you that because what is on my screen may not look exactly like what you have on your screen when you log in. CLICK Some of you see a screen that looks like this [CLICK] when you first log in and others may see a screen that looks like this [CLICK] Two different front doors, depending on how you found us and which version of our tools you are using, But both lead to the same basic functionality – (if you have time, you may decide to go deeper and explain this) The version on the top shows the home page for people that use our “stand alone” products and the one below shows the Constant Contact “toolkit” which bundles all of the tools together. I can answer questions about the difference between the two at the end of the session as needed, but again – both of these home pages are just different front doors to get to the same room full of great tools. So I’m going to open up my account now and we will get started with the demonstration.
- At the end, post this slide while you take questions. MAKE SURE YOU ADD YOUR Call To Action!!!!! Note – pricing slides are next in case the question comes up!!!
- This slide is provided for your quick reference if pricing questions come up. CLICK ONCE for a more detailed view of what’s what…
- MAKE SURE YOU ADD YOUR SPECIFIC Call To Action, these are just suggestions and would be provided by YOU(ALE) Pick the appropriate ITEMS for your business and model and the event. EXISTING CUSTOMERS- this is delivered BY YOU(ALE), not by Constant Contact PLEASE BE SURE TO BRING EVALUATION/TRIAL/OPEN ACCOUNT FORMS- TO all events
- This slide should give you a chance to quickly introduce the Constant Contact suite of products to your audience. Many will not know we have all of these, so it’s a great and short commercial.
- Introduce yourself and give them a clear understanding that you are there on behalf of Constant Contact.