Apr
9
Walk down your high street and your local retailers will throw "special offers" at you.
Open your newspaper and you'll see lots of adverts containing "special offers".
Special offers are everywhere. They are a wonderful way of attracting people's attention. But you've got to use them properly or they can have a negative effect on your would-be customer.
So, come on then! When is a special offer not a special offer?
Open your newspaper and you'll see lots of adverts containing "special offers".
Special offers are everywhere. They are a wonderful way of attracting people's attention. But you've got to use them properly or they can have a negative effect on your would-be customer.
So, come on then! When is a special offer not a special offer?
...when it can't be redeemed.
Put yourself in the position of your prospective customer:
You've paid your money (not as much as the seller really wants you to spend, but it'll do).
You are ready to eat/drink/experience/see/touch/feel/look at your new purchase.
Imagine your disappointment when you're told -
"You can't have it!" followed by some lame excuse.
Take those strange hotel vouchers you can get on Ebay. You know the ones you need to bid for. You can usually get a superb discount on the normal hotel prices - but you won't be able to book a room when you want to go. Oh no. You'll have to book a room when the hotel wants you to stay. This will usually involve a Sunday night, or some other period they can't otherwise sell. It certainly won't be any time that suits you.
I had my special meal deal voucher for a national chain of restaurants revoked last week because I was two minutes late in sitting down to eat.
The place was nearly empty. We were the only people in it! All of a sudden, it was completely empty. We left.
Vouchers, coupons and special offers all do their job in getting people through your door. Once they've arrived, willing to spend a little money, you've got to follow through and deliver their value.
One hotelier I know runs these deals all the time. He's made them so cheap, he HATES it when people redeem their vouchers.
Just remember this. The offer has to have value for both you and your customer. If you can't afford to "give" things away, don't give them away. Find another method for encouraging people to walk through your door. What do people really want to buy?
Put yourself in the position of your prospective customer:
You've paid your money (not as much as the seller really wants you to spend, but it'll do).
You are ready to eat/drink/experience/see/touch/feel/look at your new purchase.
Imagine your disappointment when you're told -
"You can't have it!" followed by some lame excuse.
Take those strange hotel vouchers you can get on Ebay. You know the ones you need to bid for. You can usually get a superb discount on the normal hotel prices - but you won't be able to book a room when you want to go. Oh no. You'll have to book a room when the hotel wants you to stay. This will usually involve a Sunday night, or some other period they can't otherwise sell. It certainly won't be any time that suits you.
I had my special meal deal voucher for a national chain of restaurants revoked last week because I was two minutes late in sitting down to eat.
The place was nearly empty. We were the only people in it! All of a sudden, it was completely empty. We left.
Vouchers, coupons and special offers all do their job in getting people through your door. Once they've arrived, willing to spend a little money, you've got to follow through and deliver their value.
One hotelier I know runs these deals all the time. He's made them so cheap, he HATES it when people redeem their vouchers.
Just remember this. The offer has to have value for both you and your customer. If you can't afford to "give" things away, don't give them away. Find another method for encouraging people to walk through your door. What do people really want to buy?
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