There are many department stores, appliance stores and car dealerships that offer a "free gift" if you come into their store. Some offers require you to buy something which may require a minimum purchase, but some do not. Often they do not tell you what the free gift is, so you end up walking out with a cheap umbrella, car freshener or other item that you will never use.
These gimmicks do work to some degree to attract customers to their stores, but ones who come often leave feeling that they may have wasted their time, as they had no intention of buying a new car anyway, and the gift feels like just another impersonal marketing ploy.
Gifts for new or existing customers as a method to advertise your store and build a loyal customer base should always be desirable presents that tell your as-yet-to-be new customer that you care enough to give him (her) a thoughtful gift that will make them remember you when it comes time to b uy that new car (or vacuum cleaner or bicycle, etc.). It is not that it guarantees them returning, but what it does do is put your business on the list of businesses they will consider when it comes time to buy.
Many people have no idea how many businesses sell an item they may be looking for. If you asked your neighbor how many stores they could think of in your area that sell, for instance, lawn mowers, they might be able to come up with six or so, depending on where you live. However, if you knew the actual number, it would probably be closer to four or five times that, as there are smaller, family owned stores that are not as visible as Sears, Home Depot or Lowe's.
So, how do you give away something that doesn't break the bank, and ensures that the people leave feeling that they made a new friend and will come back soon?
See some suggestions below for a successful advertising giveawa y.
Buy wholesale lots or quantities ahead of time if needed to prepare for the giveaway if it is a one day event. Make sure your gift is in line with your industry, and not something unrelated. Later, when the person uses your gift (a dog bowl from a pet store) they know exactly where it came from. If the gift is unrelated they may forget, and it will not trigger the reminder that they really need to buy related items, hopefully from you.
Select something that you can give away which is connected to some other item or service. If you have a bakery, perhaps you can give away a half-dozen bagels (and many of them will buy the cream cheese,etc.). If you are giving away flashlights, they will need batteries. Free desserts in a restaurant usually mean coming in for the meal.
Gear your giveaway toward the feeling of an open house. You can serve pizza, popcorn, donuts, sodas or whatever you feel is appropriate. Music is good, and any other activity will expand the interest.
Choose gift items that customers will have to come back to use. This could be a service, such as a haircut, massage, or item. The gift can be a certificate that can be used that day or on a future date. This future date might be for an oil change or something they do not need right now but will need later.
Tell customers that you are so glad they remembered you and that they came back (if and when they do). This communication is important to relationship building and puts things on a bit more personal basis. Gratitude for business is important, and customers appreciate that you care enough to mention it.
Get to know who comes through the door, and keep it upbeat and pleasant. Do not use the time to give sales pitches, force brochures or other items on them they may not want. Brochures or product can be displayed attractively and be available for purchase if wanted. Each type of store must modify the giveaway to best suit their customer's needs. Remember that this is a relationship-building encounter only. That is all that is needed at this time.
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