Special offers can be a great way for driving more custom to your business when you need it.
Customers are increasingly willing to go to extra lengths in search of bargains and offers – even when they don’t need to. It is now part of everyday life to search for that special offer or deal.
But you have to think carefully about special offers – you do not want to upset regular customers, to displace full-paying businesses, to threaten profits or undermine your attempts to present a quality image.
However, if done well, special offers can reward loyal customers, encourage repeat business, reach new markets, fill spare capacity, and extend the season. Some businesses still run an offer even if it does not make them money, because they are exposing themselves to an audience they could not afford to reach via advertising. So, it is very important to think about what you want to achieve through special offers.
And don’t forget, you are in control. By limiting the date, the distribution, or applying certain conditions such as 'Buy One Get One Free' or 'Kids Go Free' with every paying adult, you can make sure the offer benefits your business in the way you want.
Before getting started, download and complete your own special offer brief: PDF / Word
Remember:
- Research suggests a discount needs to be 20% or more to be attractive.
- Special Offers are not just about discounts; it can be about added value. By offering a special service, it can be unique and exclusive while not having to cost the earth. Added value can often improve a customer’s satisfaction and loyalty too!
- Be creative – there are lots of ways of packaging special offers, from loyalty cards, members clubs, and joint partnerships. If you go for something quirky – e.g. everyone dressed as a Dickens character gets a free drink - you can attract great press coverage.
