As we all come to terms with the new retail landscape in the midst of a global pandemic, it’s definitely worthwhile exploring a promotion in order to keep sales moving. Reducing your prices might be a necessary short term action, but it needn’t smack of desperation. It will certainly be welcomed by customers feeling the pinch. A sale is also a great opportunity to remind people that you’re still open for business, as you adjust to a new reality.
The sale is a tried and trusted way to promote your business, drum up some turnover, and make people like you – because we all feel like winners when we walk away with a bargain.
Planned well, they’re a great short term booster to spike interest, gain customers, and get some product moving – all of which can be as valuable for motivation as they are for your bottom line.
For small businesses, a strategically considered sale can be the gentle push over the line needed to convert a new customer from “I’m interested” to “yeah might as well”.
If you’re just starting out and trying to gain a foothold in a crowded market, a tempting introductory offer is a brilliant way to get you noticed, promote your brand, and possibly lure over some of your competition’s more fickle followers.
For your existing customers and followers, discounts can be presented as exclusive rewards to help build loyalty. You’ve gotta treat your people right, right? With the right messaging, a sale could be your brand’s way of helping folks out in a time when money is hard to come by.
You do however need to be careful when tinkering with the price of your product, because it’s inextricably linked to its perceived value. A “90% off” or “5 for the price of 1” sale should rightly raise a few red flags. Similarly, the sun-bleached “Clearance Sale” poster that’s been stuck on your window all year ain’t fooling anybody.
Use sales sparingly, and with a specific goal in mind. Whether it’s a seasonal tradition, or a 24-hour flash promotion, do it smartly, and make it count.
The most important thing is that people know about your promotion. So take the time to design some really eye-grabbing posters, and spread the word far and wide. If ever there was an excuse to use some bold colors and display fonts, this is it. But stay true to your brand’s identity above all.
Motion grabs attention, so it’s definitely worth thinking about using GIFs, or a video template to stand out in people’s social media feeds.
And for the love of everything holy, make sure your Call to Action (CTA) is clear and unmissable. Think of this as the beating heart of an effective design that promotes your business properly. Potential buyers need to know exactly what the special is, and what they need to do to get it. Making the mechanism too complex, or burying terms and conditions in the small print, is the easiest way to lose a lead, or cause frustration.
In the best case scenario, folks will know about it well in advance, and are quietly waiting to be the first person to pounce on the deal. Creating FOMO and building hype is critical to your sale’s success and promoting your brand. Anticipation and limited availability are fuel on the fire for a promotion.
But bear in mind that recycling the same poster design for weeks in advance might make it invisible over time. It really helps to plan different phases of the lead up to your sale, with the same aesthetic, to maintain interest and create the impression of something growing day by day. Spreading your bets over different platforms with the same design style, can also only help build awareness.
But how do you promote your business using this hype? Luckily, Over has specific layout collections for this exact purpose. You can easily create a multi-platform campaign leading up to your business promotion, by just popping your own images and text into these beautiful pre-designed templates. Beyond the specific promotion at hand, wrapping up your marketing material with a coherent, professional design makes a great impression for your brand.
The Marketing calendar
Take advantage of seasonal opportunities. Many industries (most notably fashion) operate in accordance with the shifting seasons, so clearance sales are the perfect time to refresh your inventory, and offer the customer some benefit in the process.
Special days (everything from Easter to National Pancake Day) are also important to be aware of, since they offer some more targeted promotional power, with the potential to meaningfully engage with your audience.