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How to use coupons and vouchers to promote your business

Everyone loves a special offer, whether it be a discount, a value-add or something free. We all love getting something extra for nothing, feeling a bit special or ‘saving’ money.

This is why vouchers and coupons are a great way to build loyalty within your existing customer database, or to grab the attention of new potential customers.

So how do you use vouchers and coupons to promote your business?

 

Know what your customer wants

Knowing what sort of discount or special offer your customer wants will help you with your marketing. Are they money focused and so would prefer a $20 discount voucher? Or do they love a good value-add, for example – your customers are quite happy to purchase a service and get something else on top such as a free wax with their car wash?

Maybe they prefer the free option and respond well to campaigns that reward the customer for telling a friend about your service – a big example of this is offering a free session with a personal trainer if a friend signs up with the same gym.

Testing exactly what your customer wants, or is more likely to respond to, means you are going to get more bang for your buck. Do the legwork and the research and your campaign will work harder for you.

 

Buddy up

In this day and age, there are so many other small businesses looking for new customers. A great way to capitalise on this is to approach other organisations about offering each others services as a bonus to yours.

For example, you could promote both businesses by offering the following coupon:

Eat at XYZ Restaurant this month and receive a free bottle of ABC wine.

This allows the restaurant and the wine maker to tap into both customer databases, extend their sales reach and increase brand recognition. Your customers are happy and will recommend the offer to their circle of friends, generating new leads for both businesses.

 

Early bird discounts

You know how the saying goes – The early bird gets the worm. Well, the early bird can also be rewarded with a discounted price.

Not only does this encourage potential leads to make a purchase decision, it also allows you to benefit from increased cash flow and better resource management.

Travel companies use this strategy very well, as they are know for offering early bird specials for holidays due to take place in the following year, or discounted airfares for flights booked months in advance. These marketing methods can enable you with ability to prior plan your events, and prompts clients to book in advance

 

Exclusivity

While we might not admit it, we all like to feel special. Receiving a personally addressed piece of mail with the words ‘Exclusive to VIP Customers only’ certainly gives us a thrill. That feeling of being privy to something exclusive is a powerful emotion that has been leveraged by marketing professionals for years.

Consider creating a VIP customer database for frequenters of your business. They could receive special offers, vouchers and coupons just for signing up for them. This creates loyalty, increases purchasing activity and also word-of-mouth for your bonus offers. Most customers can’t resist a bit of bragging when they are on a good thing!

 

Upsell

If you’ve already got a captivated audience and customers buying your product or service from you, it’s much more cost effective to market to them. Improve the average spend of your current customers through the use of vouchers or coupons. Think about what they have purchased and the next element you can upsell to them.

It doesn’t have to be a large item, but something easy that doesn’t take a lot of decision making to purchase. This is called the Point Of Sale (POS) items in your local supermarket – those tempting chocolate bars as you wait for your shopping to be scanned and are so hard to resist

 

So how do you take advantage of this marketing process?

Make it a super simple process for your customer and your business by incorporating the voucher into a direct mail marketing piece. Have a look at our Offerlope Envelopes as an example.

The Offerlope is an envelope with a removable panel that can be used as a redemption voucher or reveals a hidden message for a promotion. It is a simple method to implement from a production point of view and is an inexpensive way to leverage your mail costs.

Remember it all comes down to honing in on your ideal clients needs for each campaign. You can be as creative and clever as you like, but if the information is landing in the wrong person’s letterbox, it won’t mean a thing. Research and customer relationship management is the key to success.

 

Contact Camerons on (02) 9933 4400 to discuss how to start your voucher campaign today.

 

 

Media channels & their effectiveness – Australia Post White Paper

Australia Post has recently released a white paper on their findings surrounding how Australian consumers want to hear from brands, and how they receive marketing efforts.

Based on a survey of 9,000+ consumers (during July 2013) and raising questions surrounding which are the most effective channels for promotional advertising, and which avenues were perceived as useful for interacting with business.

The results raised the question as to whether marketers shared a similar view to consumers. To investigate further, Australia Post teamed up with Marketing magazine to find out the beliefs held by more than 300 Australian marketers as to which communications channels are preferred by consumers.

To review the findings you can download the full report here.

What is Direct Marketing?

Direct Marketing is a form of advertising that allows businesses to communicate straight to their customers. Direct Marketing, also referred to as Direct Response Marketing, uses multiple advertising channels to connect with potential clients. These techniques can include interactive consumer websites, fliers, catalog distribution, database marketing and email.Direct response marketing is utilised by small businesses, through to industry leaders.

The use of direct marketing seeks to drive a specific ‘ all-to-action’, such as a download upon sign up or immediate purchase, with measured results to show a clear return on investment. This type of marketing offers trackable, measurable responses, results and costs from prospects and/or customers – regardless of medium.

Direct marketing helps you build relationships with your customers. You can personalise promotions, letters and offers to create an immediate link with your customer and increase their personal connection to your business. Many businesses combine direct marketing and customer loyalty strategies to keep and build customer relationships (e.g. by sending birthday cards, discount offers, invites to upcoming sales).

A simple direct marketing tactic designed to build your database is by requesting the email address of potential customers through a sign up form (or lead capture) on your website. By using a multi channel approach you can increase your reach to a wider range of potential clients. Offering a free gift – checklist, download, or hints and tips – sent to the customer following their entry is a great incentive for new clients to investigate your website and business.

A database of names, often with certain other relevant information such as suburb, age range, company size, is used to develop a list of targetable interests. As direct marketing relies on being able to address members of a target market or demographic these lead captured details often form an integral part of your campaign.

Direct marketing gives you the opportunity to promote your products and services directly to the customers who most need them. However, direct marketing campaigns require careful planning and a clear understanding of responsible direct marketing practice. Being aware of the benefits and challenges of direct marketing will help you use this style of advertising effectively.

Contact Camerons on (02) 9933 4400 to help you customise your direct marketing campaign today.

Why you should build brand awareness for your business?

Building brand awareness of your business is one of the most important things you can do in order to gain new clients.

Instead of focusing on selling your products, you should focus on selling your business first. This will enable your potential customers to connect with you, and your business, before they buy. It is as simple as being consistent across all areas of your marketing and advertising, so that your potential clients will recognise your brand when they see it.

Being consistent in your branding will build a level of trust in your clients, which will give them the confidence to buy into your business.

So what should you do to ensure you are creating the right kind of brand awareness?

Repetition. Repetition. Repetition.

Why?

Repetition allows you to establish your credibility in your niche; it will establish a sense of brand familiarity; and become the first thought when a need for your type of product or service arises.

How do you build trust of your brand through repetition?

By providing content for free.

Content can be in the form of information via newsletters, blogs, articles and even ‘How to’ guides. This idea of willingly offering information to better help your customers achieve their goals, will identify your brand as an key influence within your niche.

The format that you deliver your branding in, can also allow customers to recognise you more easily. In the social online world we live in, your brand can connect with a wider audience. The ability to reach more customers through social media and online advertising, can dramatically improve brand awareness for your business in a shorter time frame.

Though you really need to work to ensure you keep your business branding in front of your market.

The phrase “Out of sight, out of mind” has never been more relevant in today’s technological society. So whilst you plan your brand awareness strategy online, make sure you follow this up with a range of offline marketing.

Never underestimate the power of an advertising flyer. A hand delivered, tangible promotion, following a planned brand marketing campaign, will reward you with a higher lead conversion rate.

Speak to one of our experienced customer service representatives today to find out how we can help market your business within your campaign.

Why direct marketing is on the increase for small business

Print mail is one of the most effective ways for your brand to get in touch with your customers. The correct direct marketing plan will enable your business the ability to raise brand awareness, increase sales, and grow your database contacts.

Direct mail enter’s the individuals home and is consumed on a one-to-one basis. This allows your customer much more time to take in the details of your print marketing, in an engaging and relaxed environment. With so much marketing being pushed out to consumers through digital channels, many more people are enjoying that trip back to the mail box to see what goodies are inside.

Here are four major reasons why print works so well:

Awakens the senses

The touch and feel of any direct marketing object in the hands of your consumers adds a further dimension to the brand experience. The professional look and quality of the envelope or packaging gives a sense of value to the mailing experience.

Targets your customer

For a higher rate of response, direct marketing works best when it’s made relevant for the recipient. As an example, tailor-made packaging and targeted content which appeals directly to the consumer has a higher opening rate than no-targeted mail. This strengthens the relationship between brands and their customers, with new digital printing technology making personalisation even easier.

Increases the rate of response

The most likely form of communication to get a response from a customer is direct mail; with the cost of every response measured with accuracy. Print marketing is more likely to hang around and provide a constant reminder of your brand and products in your consumers homes, acting as a driver to your other media platforms like your website.

Don’t forget to get creative

Our printing technology today allows for direct mail which is unique, and can be produced in a variety of shapes and sizes. When you add a valuable element of surprise like a voucher or provide a physical interaction with the customer by getting them to construct or play with something, it will stay in the memory, and household, much longer.

With all these opportunities to grab your customer’s attention, it’s clear that direct mail is one of the most versatile marketing mediums available, one whose power can only be boosted by the emergence of new technology and creative thinking.