Promotional offers

An important component of a successful promotional campaign is 'The Offer'. The Offer has the what's in it for me? appeal. It entices people to purchase your product and provides an incentive to act now. Setting a limited time on an offer can force action. It's usually more effective to name a date than a time period. Bear in mind that too short a time period doesn't allow people to make a decision, but too long and people forget. Offers may include the following: strong>Free information: This is a useful device if you want to entice people to take up membership to your organisation. An example is to become a 'Friend' or lifetime member of your organisation. Extend this offer to a selected audience, offering an intangible incentive like regular email updates or a reduced price for lifetime — rather than annual — membership.

Discounts

Discounts are particularly effective as a lure to get clients to come on a specific day or time, or to increase the number of participants in your activity. For example: Buy one, Get one free; Bring a Friend and pay only half price; Children under five are free; Half-price Tuesdays from 4-6.00 p.m.

Load ups

A load up encourages people to attend a series of events, one of which is offered free or at a reduced rate.

Coupons

Coupons advertised in a daily newspaper and offering a discounted admission can be effective in tempting people to attend an event. The coupon must be presented on admission to gain the discount.

Free gift or Secret gift

Increase response by sending invitations with the offer of a free gift. The gift must be appropriate and correspond to the event, and information collected on response forms can be used for your Contacts Database. You can also surprise your audience members with a secret gift on attendance.

Add-on offers

An add-on offer incorporates an incentive to buy into a future event or an additional purchase. For example:When you buy your admission tickets ask about our next event: there will be reduced admission for return visitors.

Good, Better, Best

The essence of this offer is a choice between alternatives. For example: Admission — $12.00 for one adult; $20.00 for two; $25.00 for three. In determining the type of promotion that is right for your project, consider: what will entice your target audience what are the issues that might prevent take-up? (e.g. lack of time, money or interest).