Note: The names of the people and businesses in our case studies have been changed to ensure the privacy of the people involved, but the details, recommendations and results are based on actual events from our files.
We've all seen them -- the small sign at your local restaurant or retail store that says 'Gift Certificates Available'.
Gift Certificates are a wonderful way to add to your sales, especially around the holidays.
Here are two simple, but powerful, marketing techniques that we taught one of our fast-food clients that resulted in a 415% increase in their Gift Certificate sales during the holiday season -- that's thousands of dollars in extra sales each and every season.
Our client was doing what everyone does when it comes to selling their Gift Certificates. They had a small sign behind their cashiers that said, 'Gift Certificates Available.' That's it. Our client didn't realize it, but most of his customers never saw that sign.
That was the marketing strategy for selling Gift Certificates since the first day the business opened its doors in 1938!
We explained that while he was certainly getting some results from his current system, he could get a lot more if he was just a little more proactive.
TO GET YOUR PROSPECTS' ATTENTION, YOU NEED TO BE PROACTIVE AND INTRUSIVE
One of the first things we taught him was that most of his customers are never seeing the little sign he was using.
Since we are overwhelmed with marketing messages today -- over 3,000 per day on average -- we block out most of the marketing messages screaming for our attention. Most signs are invisible to us. It's the way our brain protects us from sensory overload.
So, instead of relying on a small sign, we created a small, inexpensive coupon, about the size of a $1.00 bill that informed his customers of his Gift Certificates for the holiday season.
His Gift Certificates come in $1.00 denominations, and he often sold them in $5.00 amounts.
EVERYONE LOVES A DEAL!
Our client agreed that everyone loves a deal, and so we created a simple deal for his customers.
The Gift Certificate coupon said:
The main objective of any business is to earn a profit and it is important for every business to grow in a specific direction keeping pace with the fast moving economy.
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