With the situation of the economy, companies need to work harder and harder to come up with marketing ideas and promotions that work. People are less reluctant to buy nowadays, so how can we as marketers entice consumer to pull out their wallets once again? The answer here is being creative. Here are just a few examples of how companies are rethinking their marketing strategies and creating marketing promotions that are worthwhile for the customer and for the company.
This past Tuesday, Denny.s had a HUGE marketing promotion inviting everyone in America to come eat a FREE grand slam breakfast meal at their restaurants. Denny.s whole marketing message was that during these hard times, you could still get a filling breakfast at an affordable price. The more I think about it, the more I realize that Denny.s marketing plan was brilliant. Denny.s doesn.t have many advertisements (at least I haven.t seen that many), and for them to show up with an ad at the Super Bowl with this type of promotion is a big deal. Offering something FREE, now that.s smart because people love FREE. People will get in line for an hour or two in the freezing cold to get FREE breakfast when they could have probably cooked their own breakfast in the comfort of their warm home. The Super Bowl ad may have cost Denny.s around $3 million and giving out FREE meals to about 2 million people surely has some up front cost. But with people ordering drinks with their meals and the cost of breakfast food be fairly low, they should probably break even because the margin on drinks is usually very high. The amount of publicity they.ve received from this promotion is worth way more than the cost of the ad and breakfasts. Way to go Denny.s.
Each calendar year has tons of holidays, special events, or occasions that your business can and should use to promote your business. Aside from the well-known holidays like the fourth of July, Thanksgiving, Labor Day, or Christmas, there are plenty of smaller holidays that might not be known to your customers. Using these smaller holidays or events can make others aware of the occasion and also gives you an excuse as a business to have a sale or some type of special promotion or event to celebrate the date. Not only can you have a special promotion for the event, you can also use it as a chance to engage your customers with games or gifts all while promoting your company.
I really like using internal search on websites when I.m looking for information and even when I.m shopping. If you know what you are looking for, using a website.s search box is the way to go. You don.t have to waste your time clicking all over the site to discover that you can.t find what you went there to look for. How to execute a good internal search is a completely different subject from the benefits of it. Today I will just touch on the benefits.
Reviewing internal search on e-commerce websites provides great insight into what your customers are really looking for. It also helps you better understand the terminology that your customers may use, which can be different from what you think they use. Based off of this data, you can promote the most searched for products more prominently on your website. Maybe customers are looking for something they think you sell, but you currently don.t. This would be a good opportunity to introduce those products on your site. You can also use this data to change the language on your website. For example, if you are a supplier of coca-cola or pepsi products, you might label these products as .soda. or .pop.. However, if the majority of people on your site end up searching for the opposite of what you call it, then it is probably a good idea to change your language.
Setting up a landing page properly is absolutely crucial to maximizing conversions. When I shop for something online, I like to do a lot of research, I like to shop around for the best deal, and I want to purchase from a company that looks like they know what they are doing.
I was prompted to write about landing pages after I saw this article on PPC Landing Pages: Surprising Examples at Search Engine Watch. It is absolutely amazing to see that some large, credible retailers still do not understand the important elements that belong on a landing page. While the article focuses mainly on pay-per-click ads and their landing pages, I think that these simple tips are relevant to landing pages for email promos, SEO, or any other type of landing pages. Think of it as a best practice guide.
Stickers Throw in a few stickers in the package or bag your customers receive. People love free things. Plus stickers are an effective way to promote your business to those who normally don.t surf the web. You may be able to reach a new group of people with your logo and website imprinted on a sticker.
Flyers Handing out flyers does not seem to be as effective as posting them somewhere. Post up your flyer in places where people often have to wait or spend a short amount of time such as bus stops, subways, telephone poles, etc.
Speak to any online advertising expert or agency and chances are they will tell you how much more beneficial it is to use both organic and paid search together. There are obvious advantages to both paid and organic search, but leveraging your campaigns off the other, you can build a powerful search campaign.
Using paid search, you have more control over your listing including placement, ad copy, and landing pages. With these options, you can run a lot of tests to determine what works best for you. Paid search also allows you to gain search visibility immediately whereas organic visibility can take months to appear. Some of the disadvantages of paid search include cost. Every time your ad is clicked on, you are required to play regardless if you sold something or gained a lead from them. Paid search can easily become very costly if not managed carefully and on a consistent basis.
About 2 months ago, we had a contest for customers and others who were interested in helping us create a new design that would go on our Contour Pen. National Pen specializes in full color designs ready-to-use on pens, mugs, magnets, key chains, and more. With a variety of industries and themes to choose from, we wanted our customers to help us develop one for universal use. The one we chose as the winner fits well for our business. Congratulations to Mark Brace and his winning design.
As a special gift to our participants, we also announced a few runner-ups where we really enjoyed the look and concept.
We really enjoyed reviewing everyone.s submission and thank you for your time and effort.
It.s important to know what people are saying about your company, but searching for your brand name online can take hours and if you want to check up periodically, you.re faced with search results you.ve already seen.
So how can you find out what people say about you online? Create a Google Alert and have new mentions of your company sent directly to your email. It.s easy to do, just visit their Alerts website, then type your company name in quotes in the search box. Select what kind of results you want and how often you.d like to receive them, and enter your email. Hit .Create Alert. and you.re done!
Every time a new site uses your search term, you.ll get notified via email. Of course, if you have a very generic name and pull up too many search results, you may want to try including your city name or your industry in the search as well.
Welcome to part 3 of our coupons series. We.ve already discussed offers you may provide and how to print them. Now you.ll need to distribute them. So how do you do that without spending an arm and a leg?
. In person. Place coupons in store or in shopping bags. The problem with this is, with the exception of referral coupons, it can.t help you get new customers.
. Mailing List. You can always mail or email existing customers with coupons. Again though, this will not get you new customers unless you send a referral coupon.
. Door to door. This may be time consuming, but canvassing is mighty effective. Leaving coupons on car windshields, house door steps, etc. is an easy way to bring your message to the masses.