Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

Sales Promotions & Special Events

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

Getting Promotions RIGHTUnderstand Why, Who, When, Where, How

• Purpose• Timing• Size• Types• Maximizing your event

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

Purpose

• Activate existing customers – get more transactions

• Build relationships• Get new customers• Strengthen your core strategies• Create opportunities for publicity• Generate cash• Reduce inventory

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

TimingWHEN

• High season/Off Season• Weekday/Weekend• Day/Night

HOW OFTEN• Weekly, monthly, quarterly, annually

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

Size• Small• Medium• Big• Blow Out!

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

Plan out the timing, size, and purpose of your different promotions

String Your Necklace

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

Type• Sales• Specials• Off site• Value added• Events

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

SalesGenerate cash, reduce inventory, get market share

• Sidewalk sale• Clearance sale• Overstock sale• Post–holiday sale• Holiday sale

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

SpecialsDrive traffic to your store

• Item specials• Trade show specials• BOGO sales• Item overstocks•12 Days of Christmas

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

Off-SiteGet new customers (build list), generate cash

• Consumer shows• Fairs/Festivals• Community Events• Your own off-site event• Post show strategy

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

Value-AddedMore transactions, relationship builders,

reinforce strategies

• GWP events• Mini-Makeovers • Photo Ops• Single rose with a dozen• Cause Marketing

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

EventsMore transactions, relationship builders,

reinforce strategies

• Classes and seminars• Clubs• Clinics and Fittings• Readings• Trunk/fashion show

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

EventsMore transactions, relationship builders,

reinforce strategies

• Small events – dog walks, sit-n-knit

• Parties• Big Blow Out events• Wild and Crazy

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

Maximizing Your Promotions• Marketing – use all available tools

• Partnerships• Publicity• Anniversary your events• Document – before, during, after

Bob@WhizBangTraining.com | www.WhizBangTraining.com | 616-842-4237

HomeworkStep 1: Make a list of the promotions you are planning for the next year. Do you have a variety of types, sizes, purposes? Add your promotions to your marketing matrix. How will each of these promotions support your strategies?

Step 2: Add your promotions to your marketing calendar. (String your necklace!)

Step 3: Start working on the planners for your promotions, sales, and special events.