Top Tips
• In adverts or leaflets tell people to phone, email or write for more information – this encourages action and gives you names and addresses that are essential for follow up promotions.
• Once you have details of people make a database and use it. However make sure you put a return address on any communications so that you can remove any that are returned to you and save money, time and potential embarrassment.
If you’re doing a special offer
make sure you get your costings right and discount from the highest price the customer is likely to pay so that when it ends (which it should within a week or two) it goes back up to the right price, people can see they got a genuine bargain and you’re not losing out. Remember it’s better to offer
a ‘percentage off’ rather than a lump sum. Be sure to exclude work (like relay) where you cannot afford to take discount. If you don’t include all the offer details, by law you would have to give the discount on everything. Put a closing date on all offers and vouchers to encourage people to act quickly.
Customer engagement Try to think of promotion ideas that are fun and involve the customer. In the States they run a promotion called The Name Game. You put a name on a blackboard or sign in the window and anyone who has that week’s name can come in and claim their free gift. It doesn’t have to be big… a little plant in cute pot or three Gerbera wrapped in funky packaging... but it’s a promo that actually starts creating regular traffic past your shop as people
come to see if their name is up. Don’t choose common
names like John or Susan but equally don’t go the other way with names like Philomena or Sebastian. It’s got to be unusual enough to avoid you giving away hundreds of gifts (unless you want to!) but not so rare that there isn’t a hope in heck’s chance of anyone getting it as that will just make you look mean.
Winning windows If you’re in a decent foot flow location or have a lot of passing traffic make sure you use your window to the full… it’s your best advert and you’ve already paid for it. Change window displays every fortnight but don’t clutter them too much… if people are driving past they have even less time to ‘clock’ your display than pedestrians. One stunning display can often
have far more effect than 15 small designs… think couture fashion shop where they have one dress on display rather than a whole wardrobe. And make sure it’s clean, has no dead flies in it (yes we did see that in a shop!) is well lit (especially at night) and that your phone number, website details etc are clearly seen.
• Offer free information or samples to customers who visit your shop. Even an extra free sachet of flower food or a single flower has a perceived value. If possible, include illustrations of the free gift in your promotion message.
• Include your phone number, e-mail and website details in big bold print. It also helps to include a symbol or picture next to the contact points to attract extra attention.
• On adverts or leaflets include a discount voucher or free gift coupon. Coupons can increase response dramatically but put a date on so you encourage a speedy reply and give yourself a cut-off point so people don’t come in at Christmas looking for the summer discount!
• If your advert in a paper or magazine is less than half a page use a heavy border of dashes around it. It makes it look like a coupon and stimulates response.
• Make sure your website is up to date. There is NOTHING more unprofessional than seeing an out of date site with Valentines pictures up in June!
F&wb Autumn/Winter 2013 59
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