Everyone loves a good sale, it’s a great way to draw customers in. However, if you’re regularly relying on percent off or BOGO offers to get your products or services selling, you could be sacrificing your long-term business success for short-term gain.
Don’t get us wrong, it’s not that sales are bad...because who doesn’t love a good sale?! It’s just that if that’s all you’re doing, you may be sabotaging your success and not realize it. Businesses who are constantly running a sale or providing an offer end up training your customers to avoid shopping during normal times and to instead, wait for the sale. Which, unless you’re a retail version of Walmart where low price is your key differentiator, is a big no no. So, how can you get sales to roll in without offering a price cut all the time? Follow these steps below for ways to use action campaigns effectively without getting caught in the discount trap.
First, let’s establish a few key marketing definitions. It’s important to understand clearly the difference between an awareness campaign and an action campaign.
Awareness campaigns - also referred to as “branding campaigns,” are dedicated to establishing a company’s position, increase awareness and change perceptions of the brand. These campaigns are best used to build familiarity and position a business in the mind of a consumer regularly and consistently. It isn’t necessarily used for an immediate sales boom.
Action campaigns - also referred to as “promotional campaigns,” are used to drive your audience to initiate a certain type of action over a specific time frame. Action campaigns are robust and provide an incentive to motivate consumers to take action right away. They are designed to supplement an awareness campaign, and in our opinion, must never be the foundational on-going campaign itself.
Think of an awareness Campaign like the fruits and vegetables of a healthy diet. You want a steady and consistent supply of them to build a healthy foundation for your body, keeping it strong and in shape. Action Campaigns are like chocolate cake or your favorite dessert. They are extremely delicious and perfectly appropriate...periodically. But you’d never eat chocolate cake as the main course of every meal. To do so is to invite trouble. The same is true of your advertising.
Action Campaigns work best when used for:
There is a perception of value associated with your pricing. People understand a periodic incentive, and will respond accordingly. But when that strategy becomes a regular part of your branding, you unwittingly create the perception that your products aren’t worth paying full price for. People will start to think that something is wrong with your product and intuitively not trust it...and by default...lose trust in your business. Preserve price integrity as much as you can...here’s how:
Awareness campaigns pour a solid foundation on which to build your business’ brand. Action campaigns are to be used sparingly and strategically. Understanding how and when to use each is integral when it comes to an effective marketing strategy.
If you’re unsure of how to approach each of these campaigns - don’t worry! Our team at fuze32 will walk you through every step of the way to achieve the best business results. Give us a call, we’re here to help!