Small Business Guide to Creating Effective Offers




  • March 26, 2016

    Want to take your next campaign from zero to hero? Here are some tops tips on how to create marketing offers that never fall flat.


    Make them an offer they can’t refuse – it’s the oldest marketing trick in the book. With the right offer, you can take even the most mediocre marketing campaign from zero to hero, generating new leads, nurturing existing customers and building loyalty along the way.


    So what makes a good offer?


    A good offer means different things to different people, but in marketing, there are certain qualities an offer should have for it to be successful:


    1. Valuable to your target audience


    It’s a competitive world out there, so you need to give your target market something they will value. To achieve this, you need first to understand your audience and know exactly what will address their problems, wants or needs.


    2. Aligned with your brand, products and services


    Remember a few years back when you couldn’t turn a corner without being offered a free iPad with your next purchase? It seemed every business from dog grooming salons to real estate agents were offering iPads. As much as everyone loves iPads, there’s no value in promoting something that doesn’t align with your business. Use offers like any other marketing tool – to set apart your brand, products and services in the minds of your target audience.


    3. Targeted to the right person, right place, right time


    As with every marketing tactic, your offer needs to be relevant and timely. Nobody wins when you offer specials on winter clothing in the middle of summer! Build your offer so it appeals to people at the right time, in the right place. A great example of this is tax-time; just look at the way businesses create offers for their products and services specifically aimed to get people to purchase before June 30th.


    How to get started


    The good news is that strong and effective offers are not difficult to create. Like any marketing campaign, it all hangs on the planning stage. Start by knowing the goal you want to achieve, and build your offer around it.


    Here are four goals offers can help achieve:


    1. Get more new customers through the door
    2. Grow existing customers to buy more often
    3. Grow existing customer spend
    4. Increase customer group size or boost referrals


    Now you’re ready to build your offers.


    Get real examples of offers designed to meet each of the four marketing goals in our eBook, Foot In The Door: SME Guide To Creating Effective Offers.

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