marketing map - special offers
Free product with a purchase almost always attracts
A Menu of Special Offers
customers. Not only that, it can be seen as a help
The number of different specials you
during weak economic times, so it creates goodwill. However,
could test in your store is limited only
avoid offering too much free too often, or customers will always
by your imagination. These are just a
wait for a free gift. Linking free product with a specific item or
few offers retailers suggest.
event, rather than a general purchase limit, can help avoid this.
Early bird sales and moonlight
Other offers don’t relate to dollars at all. Instead, they provide
madness sales in off-hours
⠛
double
unique opportunities, such as meeting a celebrity, attending a VIP
points on customer reward cards,
party, getting advice from a professional designer, previewing a new
with a full card redeemed for free
tool or testing a long-awaited new paper. These kinds of offers can
merchandise
⠛
half-off popular items
help build relationships, by creating special experiences, that turn
⠛
spend a specific amount and get
something special, such as a free
customers into loyal, long-term patrons.
refill with an album or a free choice of
paper pack with $40 in sales
⠛
holiday
No matter what the offer, keep it simple. If people don’t understand
sales, when people have time off
instantly how an offer works, they are likely to pass it up.
work
⠛
Black Friday sale
⠛
customer
appreciation sale with activities and
What’s the Payoff for You?
refreshments
⠛
limited-time sales to
Just as customers look for deals with the best payoff, you should
add urgency
⠛
25% off storewide
⠛

think through your strategy carefully, and create offers that give
graduated sales: early birds get the
you the results you want. Keep coming up with ideas and testing
best discount
⠛
name your own special
them! If a special is not working, as Dr. Phil would say, it’s time to do
⠛
pick a mystery discount from a
something different.
basket
⠛
sale basket: 25% off items in
basket when customer spends $25 in
Thanks to these retailers for providing information used in this article. store, 50% for $50, 75% off for $75
• Dori McMillan, The Scrapbook & More, Aitkin, MN
⠛
free classes one day a month
⠛
one
• Lois Benham, Scrapbooks Inc., Lima, OH
chance to win an item in a drawing for
• Raina Montgomery, Loving Pages,
• Betty Moore, Betty’s Stamp Pad, Ft. Myers, FL
every $5 dollar spent
⠛
$5 birthday
• Kelly Russell, Scrap Central, Wasilla, AK coupons redeemed with $10 or more
• Sandy Blatherwick, Olde Tyme Country Crafts, Brampton, Ontario
purchase
⠛
free shipping (for mail
• Melissa Papke of The Scrapbook Garden in Huntington Beach, CA
order or online orders)
• Linda Siert, Memories From The Heart Inc., Delavan, WI
⠛
gift certificate
• Toni Watson, Cut & Paste Paper Arts, Portland, OR
with minimum purchase
⠛
percent-off
• Jean Shelton, Jeancrafts@aol.com coupons
⠛
rummage sale: customers
• Wanda Fitzpatrick, wfitz4@hotmail.com
sell used products and get store
• Diane Pitlik, All About Pictures, Cedar Rapids, IA
credit for the value of what they sell
• Carla Macioci, Scrapbooker’s Haven,
⠛

• Teran Turner, memories4making@sbcglobal.net
monthly special with products in a kit
• scrapbookers@centurytel.net
Kindra Foster Lindbloom is a professional writer and editor who helps retailers, manufacturers and suppliers
create crisp, clear, professional company messages that keep them competitive in a tough economy. Call or
e-mail for more information: Kindra@fosterwriting.com, 402-601-5483.
30 scrapbook business
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