Will your offer whet their appetite?
Once you’ve decided on your distribution approach, it’s time to give serious thought to the type of offer to promote.
The most appropriate one will first depend on your objectives, budget and target audience. Within those confines, what you eventually choose must also capture your audience’s attention, stimulate their interest, create a desire to buy your product/brand and drive them to actually do so.
Some of the common offer types include:
Money off a total shop
- Encourage consumers to increase their spend
- Increase footfall into a specific store
- Increase sales in general
Money off a range of products
- Encourage multiple purchases
- Increase footfall in stores over a period of time
- Can be adapted for selling seasonal products/brands
Money off a specific product
- Encourage purchase or trial of a new product
- Shift excess stock
- Reward loyalty
Free products (buy a specific amount and get more for free)
- Encourage trial of a new product
- Reduce excess stock or discontinued lines
- Encourage consumers to redeem against the right product
Extra loyalty points
- Encourage up-front purchasing of products and brands
- Ensure redemptions are made with specific retailers
- Reward loyalty
But at the same time, it’s not just about what the consumers want. You can have a great offer and a good redemption rate, but if the campaign fails to achieve what YOU need for your business it hasn’t worked on a fundamental level.
Ask yourself: what are your marketing objectives? Now create an offer that achieves this
and hits the ‘sweet spot’ of your intended audience at the same time.
It’s not an easy task, so if you need help working through the options, call one of our experts at Valassis on 01536 400123 and they’ll help lay everything out clearly for you.
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