If you’re about to run a sales promotion, then you’re either looking to make new customers, sell off old products or boost engagement. You might be trying to do it all! If so, then you’ve come to the right place. This ultimate guide to retail promotions will cover how to reach as many customers as possible, and you might even become a greener brand in the process!
The advantages of a sales promotion
Put simply, a sales or retail promotion will get your brand (and your products) out there. It’s the ideal way to reach new customers, engage with your existing fan base, encourage repeat buying, and see a short-term lift in revenue. In some cases, you’ll also learn more about buyer behaviour, meaning you can adapt your promotions in the future.
Here are the top 6 benefits of retail promotions.
Types of retail promotion
Before you can decide how to sell, you need to know your audience. Who they are and how they operate will make a big difference to your sales promotion techniques. What works for one group of people might not work for another, so it’s worth conducting market research if you’re unsure of your target audience.
Sales promotion examples include:
- Contests– These can be in-store or online via your website or social channels
- Free samples – Everyone likes a freebie, so it’s a good way to attract new visitors
- Loyalty programs – Either through a points-based or tiered reward system
- Timed sales – Slash the cost for a short time to play on the fear of missing out
- Discounts – Such as buy one get one free or a percentage off the retail price
Remember that a young audience will be online more than an ageing one, but it’s always best to target people both on and offline for the best results.
You can learn more about these methods in our article: The 5 types of retail promotions.
How to plan your sales promotion
Once you’ve looked at the options and decided on your sales promotion techniques, it’s time to get planning. First, write down the budget that you’re willing to allocate, and if you’re giving out samples or rewards, then you’ll have to pick them now. They don’t need to be expensive, but they should be attractive and tell potential customers more about what you do and what’s in it for them.
You could come up with a promotional calendar (such as a sale during Black Friday, Christmas and again over New Year), and think about how you’ll advertise these retail promotions. To attract high numbers, you’ll need to get the word out. This could be on your website, on social channels, on billboards, radio or TV. You could even wrap a company van or hire a promotional vehicle!
Check out how to plan and organise a retail promotion for more info.
Use the right display products and materials
While you’ll want to market your promotion online, it’s the printed collateral that makes the biggest difference. If someone’s out shopping, they’ll know that you’re running a promotion and instantly be attracted to your store. This can stimulate impulse buys and turn on-the-fence visitors into lifelong customers.
Materials can include posters, banners and point-of-sale (POS) displays. You can also go big with custom window graphics, like a static window cling that can be put up, taken down and moved around as needed. You could also install floor graphics to direct customers to a sales area – which is great use of the available space.
Why not see our guide to using print in sales promotions to learn more?
How to run a green, sustainable promotion
Going green with an eco-friendly promotion is much easier than you think. You only need sustainable promotional products, which can be recycled at the end of their use. If they’re upcycled or made from recycled products, then even better! The trendy fashion chain Vivienne Westwood did this using Re-board, an eco-friendly material used for 2D and 3D products.
By adopting green practices like this, you show staff and customers that you care about the environment – instantly positioning your brand as a force for good. You can also include this in your messaging to set your company apart from most of your competitors.
Find a supplier that provides green promotional products that are fully customisable. See how you can go green by adopting sustainable marketing strategies and eco-friendly printing methods.
How to make your promotion a success
Retail promotions are about giving customers what they want. With the right marketing materials and products worth buying, you’re almost guaranteed to succeed. However, we recommend doing the following just to be sure:
- Be clear about your messaging and use a font that’s easy to read
- Don’t overdo the fine print, imagery or other visual clutter
- Think about where your display materials will be most effective
- Train staff how to explain your competition or reward program
- Announce flash sales and other timed promotions well in advance
- Once it’s done, analyse buyer behaviour and the rate of return
Get your promotion off to a flying start
Wish you could get everything you need for branding, events and promotions – all in one place? Now you can! The Raccoon store lets you customise any product to be entirely unique. You can also upload your existing artwork, and our team will print it for you in the size and dimensions you need.
Click below to visit our online store or get in touch for printing, bespoke projects and more besides.
