Small Business Promotional Strategies WEBINAR

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Small Business Promotional StrategiesHeather RistDirector of Social Media and External Communications at Deluxe Corporation

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

About the presenter• Heather Rist @heatherrist

• Director of Social Media and External Communications• More than 10 years of experience in marketing communications with a focus in social media,

content performance, brand awareness and external communications.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Agenda• Why use promotions?• Promotional Best Practices• Digital Promotions• Offline/Traditional Promotions • Creating Added Value for Customers• Building Your Promotional Strategy • Key Takeaways

Why Use Promotions?Small Business Promotional Strategies

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Why use promotions?• Awareness

• Acquisition

• Retention

• Sales

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Types of promotions• % or $ off for a limited time

• Coupons • Rebates• Promotional Pricing• Buy one, get one• Facebook Offers

• Incentives• Sign up for ____ to get ____• Refer a friend and get ____• Loyalty program• Sampling and free trials• Personal appearances

• Contests and sweepstakes

• Partnering with local nonprofits

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Promotional ideas by small business industry

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Are you a NPO?• Promotion of cause or mission

• Matching grants

• Giveaway

• Partner with corporation

Promotional Best PracticesSmall Business Promotional Strategies

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Where to execute promos?• Digital

• Website • Social Media• Email Marketing

• Traditional• In-store• Direct Mail• Event-based

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

One promotional campaign across all channels!• Create a storyline that brings all promotions together for a campaign

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

DOs and DON’Ts for small business promotions

DO

• Make a compelling offer

• Reward existing customers first

• Keep it simple

• Gain community favor

• Encourage repeat purchases (loyalty programs)

DON’T

• Be too generous

• Chase the wrong customers

• Choose a channel to promote that your customers are NOT on

• Layer strings or catches

• Take a big risk

Digital PromotionsSmall Business Promotional Strategies

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Facebook Offers

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Offline/Traditional PromotionsSmall Business Promotional Strategies

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Creating Added Value for CustomersSmall Business Promotional Strategies

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Building Your Promotional StrategySmall Business Promotional Strategies

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Question to ask when developing your promotional plan• Why am I doing this promotion?

• Who is my target audience?

• Where will the promotion be distributed?

• How long should my promotion last?

• What will I need to launch?

• Does this promotion overlap with other promotions?

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

JANUARYPromotion 1

MAY:Promotion 2

SEPTEMBER - DECEMBER:Promotion 3

Ongoing Marketing for Your Small Business

Map out your yearly promotions

Key TakeawaysSmall Business Promotional Strategies

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

3 things you can do RIGHT NOW to get started• Choose who you are targeting and select a promotion

• Make sure you can answer all the strategy questions

• Pick a channel(s) and get started!

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Resources• Facebook Offers

https://www.facebook.com/business/offers

• Know This (Consumer Sales Promotions)

http://www.knowthis.com/types-of-sales-promotion/consumer-sales-promotions

• Attention Getting Marketing (Promotion Ideas)

http://attention-getting.com/2014/01/28/8-promotional-ideas-to-get-attention-for-your-small-business/• CEB (survey and statistics)

https://www.cebglobal.com/about.html

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Upcoming Webinars – April 2016

• April 7 – DIY or DIFM? Websites & Your Small Business

• April 13 – Give Your Marketing Collateral a Spring Refresh

• April 26- - Subject Line Savvy

• April 28 – Grow Your Email List Like a Pro Register at www.deluxe.com/blog or www.verticalresponse.com/more