DIY Trade News November 2013
COMPANY
PROFILE
OPINION
FEATURE
NEWS
SPORT
71
Target your promos
successfully
HARDWARE YOU CAN TRUST
SECURITY
SECURITY
PRODUCTS
PRODUCTS
CONCEPT
CONCEPT
There is a great danger in just doing
promotions. They need to be planned to
increase your chances of success, which
means developing an annual calendar of
promotions.
This allows you to pace your promotions rather
events. Now put in the ones specific to your type
than having a last minute sprint to take advantage
of business, for example a home renovation event
of the next promotional opportunity. It also
or a lawn mowing demonstration day.
ensures that you don’t have long gaps at certain
Next to each promotion you have listed identify
times of year when there is no promotional activity
the target market it is aimed at. By this, I mean
to excite and attract customers.
the customer type or types that this promotion
is designed to attract. Let’s make sure we don’t
Then for each promotion
answer the following questions:
•
limit your thinking and take an example from
well outside your industry, a pharmacy. For a
What is your target market for this
pharmacy key customer types may include:
particular promotion?
•
What are your objectives?
•
How are you going to achieve these
•
The elderly.
objectives?
•
Workers from nearby businesses.
•
What resources will you need?
•
Teenage girls from the local schools.
•
How far in advance will you need to
•
• ttractive and informative
A
POS
Patients of local medical practices.
•
• ategory concepts designed
C
for maximum ROI
Mums with infants and pre-school children.
•
• omprehensive range of KVI’s
C
available in all price points
Shoppers from the supermarket next door.
put things in place, e.g. printing of
as a magnet towards certain customer types.
aways and props as well as product?
Product price promotions may attract bargain
Have you employed and trained sufficient
hunters shopping at the local supermarket but
staff to handle the extra business?
•
target markets, but different promotions will act
suppliers for support information, give•
There will be some overlap between these
promotional materials, contacting
this customer type may tend to cherry pick the
Has every member of your team been
discounted items and avoid the full price items.
informed and enthused about the
Now it’s time to focus on your business. Is
promotion?
•
there a predominance of promotions aimed at
How will you measure the success?
one or two customer types to the exclusion of a
couple of others? If so, what can you do in your
Let’s examine the first of these questions: What
is your target market for a particular promotion?
promotions to take a more balanced approach?
If you would like a copy of the Annual
To help you answer it, here’s a simple exercise I’d
Promotions Calendar and also a form to help you
like you to complete. It will allow you to assess
and your colleagues agree on your key customer
whether your promotions are balanced to attract
types, then do get in touch and I’ll email both
your key customer types.
forms to you.
Complete this information
List in date order all the main promotions you
ABOUT
typically get involved in throughout the year.
Subscribe to Jurek’s FREE monthly ‘Terrific Tips’
Start with the obvious ones; end of financial year
e-newsletter at: www.terrifictrading.com.
sale, Fathers Day, Christmas, etc. Next add in
Alternatively, email [email protected].
events specific to your area, including community
For further information
www.mackiediy.co.za
021 508 1250