March 2, 2021 Vanessa Niragira
This is our favourite question to answer, you can quite literally run a consumer promotion WHENEVER YOU WANT TO! The obvious choice is usually when there has been a setback of some kind, for example, a store closing, sales not doing well in certain department(s), poor brand image, etc.
Don’t get us wrong, a reactive mindset is great in the case of emergencies and unforeseen complications, however, a proactive mindset is even better!!
Remember, consumers like rewards when there’s nothing wrong as well, it may feel weird to say goodbye to potential profit for happy customers… but happy customers come back.
Consumer promotions don’t always have to mean a percentage off at checkout, your promotion could be about a points system! Whatever you choose just remember to pay attention to the seasons. Whether you provide services or products, if you know there will be a shift in purchasing habits then you should use that to figure out when to hold your next promotion.
For example, if you sell makeup and we’re switching into a darker season for colours then you know to have a promotion around early to late summer. That way participants can collect points for future purchases which will happen regardless of whether or not they took part in that promotion; or if you’re choosing to go the percentage off of purchase route you know to use the products that won’t be selling and give them a discount.
To wrap up, you can run a promotion whenever your brand desires, but just because there is no threat to your brand currently, doesn’t mean you should sit back and relax. You should always be proactive in engaging with your customers, and a consumer promotion is an effective way to do so while also encouraging purchases.
Ok, the pep talk is all well and good, but let’s move onto What I Will Need To Run a Consumer Promotion!
To find all of our consumer promotions blogs, you can take a look here!
Vanessa Niragira, Oakville ON, March 2021