|Promotion tip 1. Planning
...it all depends on the objectives you are trying to accomplish.
a company spokesman will tell you the objective is "to increase
sales". Yes, thats theirs, yours, and everyone elses
too. It has to be much better than that!
most important element in an incentive promotion is planning. Just
as a house cant stand without a good foundation, an incentive
promotion cant be successful without good planning.
objective is to increase the sales at your counter, increase the
purchases of higher margin items, introduce a new product line or
increase the sales from one month to the next, theres an incentive
promotion designed to achieve it. But which one?
run your own, ours, or another vendors? And what kind? A trip or
frequent buyer promotion? A counter or premium promotion? Or how
long do you run it? This month, six months, a year? You must choose
an objective and make a plan on how to accomplish it.
Before you run
your next incentive promotion ask yourself:
- Did we identify
an area of weakness wed like to improve upon or an area
of strength wed like to take advantage of?
- Did we establish
realistic and attainable objectives for that area?
- Are we designing
or getting the professional help needed to design an incentive
promotion to attain these objectives?
- Do we know
for a fact that it will be profitable?