special event promotions …and how they can benefit you
TRANSCRIPT
Special Event Promotions…and How They Can Benefit You
www.pmpsales.com
Marketing communication is employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability
o Drawings
o Coupons
o Freebies
o Loss Leaders
o Prizes
o Rebates
General promotions are based around holidays, annual events, or specific offers.
o Presidents Day
o Memorial Day
o Clearance Sale
o Customer Appreciation
o 0% Financing until 2015
Kick it up a notch!
Run a promotion so strong that it actually achieves the objectives for which you’re going!
What makes these Special Event Promotions different than regular promotions?
o Extreme Themes
o Run for a longer period of time (30-90 days)
o Designed to be used
less frequently than regular promotions
MOVING SALE
RETIREMENT SALE
RESTRUCTURING SALE
INVENTORY REDUCTION
What benefits do these promotions give to furniture retailers?
Benefit #1Provides an instant boost in revenue.Doubles (sometimes triples) average volume for up to twelve weeks.
What benefits do these promotions give to furniture retailers?
Benefit #2You and your sales staff improve closing rates by learning new powerful selling techniques
Benefit #1Instant boost in revenue
What benefits do these promotions give to furniture retailers?
Benefit #3Maximize your advertising dollars by learning effective advertising tactics and strategies
Benefit #1Instant boost in revenue
Benefit #2Learn powerful selling techniques
What benefits do these promotions give to furniture retailers?
o Timingo Colorso Phraseso Elementso Styleo Unconventional Media Outlets
Benefit #1Instant boost in revenue
Benefit #2Learn powerful selling techniques
Benefit #3Maximize advertising
Proven methods that stimulate psychological responses in consumers
What benefits do these promotions give to furniture retailers?
o Direct Mailo Newspapero Mobile Billboardso Sign Walkerso Road Signso Circulars o TV & Radio
Benefit #1Instant boost in revenue
Benefit #2Learn powerful selling techniques
Benefit #3Maximize advertising
Maximize effectiveness of all types of advertising
What benefits do these promotions give to furniture retailers?
o Eblastso Landing Pageso Online adso Online press releaseso Blogso Facebook
Benefit #1Instant boost in revenue
Benefit #2Learn powerful selling techniques
Benefit #3Maximize advertising
Get DIGITAL!
What benefits do these promotions give to furniture retailers?
Benefit #4Move stale inventory, introduce new vendors and categories, have your showroom filled with fresh merchandise
Benefit #1Instant boost in revenue
Benefit #2Learn powerful selling techniques
Benefit #3Maximize advertising
What benefits do these promotions give to furniture retailers?
Benefit #5Learn how to increase volume without sacrificing your margin
Benefit #1Instant boost in revenue
Benefit #2Learn powerful selling techniques
Benefit #3Effective advertising
Benefit #4Fresh merchandise
What benefits do these promotions give to furniture retailers?
Benefit #6Pay off old bills, and get current with your vendors and overhead
Benefit #1Instant boost in revenue
Benefit #2Learn powerful selling techniques
Benefit #3Effective advertising
Benefit #4Fresh merchandise
Benefit #5Maintain your margin
What’s involved with this type of “Special Event” promotion?
1. A specifically tailored plan of action for your store in its current situation
o Objective and Goalso Time Periodo Themeo Budget
What’s involved with this type of “Special Event” promotion?
2. Professional, experienced, and talented salespeople
o Event Managero Sales Personnelo Office & Delivery Staff
1. Plan of action
What’s involved with this type of “Special Event” promotion?
3. Comprehensive advertising campaign
o Budget 7-9%o Results evaluated and
campaign adjusted accordingly on a weekly basis
1. Plan of action
2. Salespeople
What’s involved with this type of “Special Event” promotion?
4. Customized merchandising plan
o Suggestions on augmentation
o 75 years of combined retail experience
o Advantage of current perspective
1. Plan of action
2. Salespeople
3. Advertising
What’s involved with this type of “Special Event” promotion?
5. Exciting showroom atmosphere with sense of urgency
o Merchandise displayo Musico Banners, Window Signs,
Pennants, Interior Signs, etc.o Freebies (hot dogs, popcorn,
balloons, etc.)
1. Plan of action
2. Salespeople
3. Advertising
4. Merchandising
What’s involved with this type of “Special Event” promotion?
6. Tracking results – Reporting sale progress and profitability
o Daily Saleso Weekly Volumeo Sale-to-Date Volumeo Commissionso Overhead P&Lo Advertising P&L
1. Plan of action
2. Salespeople
3. Advertising
4. Merchandising
5. Atmosphere
Who should hire a promotion specialist to run this type of promotion?
o Can’t pay their bills on time
o Floor displays are looking old and worn
o Cut their advertising budget
o Owner is putting in personal money to keep the business going
o Facing eviction
o Competition is killing them
o Have huge overhead costs and dwindling sales
o Losing key people
o Tired of making excuses to customers and creditors
o Owner hasn’t taken a paycheck in a while
o Stress is affecting their personal life, taking time away from their family
Stores in Trouble:
Who should hire a promotion specialist to run this type of promotion?
o Completely clear out old, unwanted inventory to make room for factory-fresh best-sellers
o Raise cash to pay off vendors and purchase newer and more appropriate selection
o Expose their name and become the number-one retailer that meets the demands of their community
o Rebrand their image and expand their market share
o Close a warehouse or convert it to a clearance center
o Restructure their business operations to reduce overhead costs
o Learn effective advertising techniques
o Retrain or Recruit successful salespeople
Stores Not in Trouble:
Who should hire a promotion specialist to run this type of promotion?
Either way, it’s not a good ideato run it yourself.
o It’s retailing at mach speedo Takes intense focus and coordinationo Can create a lot of stress if you’re juggling other responsibilities at the same time
Who should hire a promotion specialist to run this type of promotion?
Promotional Companies exist to run promotions.o A good promotional company is efficient, professionally managed, knows what needs to be done and how to do ito Hire a promoter for much the same reason you would hire a realtor to sell your houseo If you had chest pains, you would call a doctor.
How much will it cost?
A successful promotion willpay for itself.
o Most promotions will double or triple your sales volume, but not your expenseso Promotions can be financed – the promotional company uses its own credit lines to purchase advertising and merchandise for the promotion
Sound too extravagant?We think not.
When a retailer incorporates one or two strong Special Event Promotions into their annual advertising campaign, they are:
o Maintaining the health of their storeo Staying current on accomplishing their goalso Able to keep up with the trends and easily satisfy your customerso Able to have more time with family, peace of mind, known by the community, etc.
Presented by
The Most Trusted Furniture Promotion Company for Over 25 Years
Thank YouStick around to ask your questions
www.pmpsales.com