Page 71 - Spring Into Markets

Planning a successful promotion
Successful promotions do not just happen; they need to be planned for. Before you can go ahead and implement a promotion, you will need to consider a number of key points:
• When does the promotion start and end?
• Do you have sufficient product to sell to customers whilst the promotion is
running?
• Have you got posters, price tickets, balloons, banners (if necessary) highlighting
the promotion?
• Have you thought about where you are going to display the promoted product and
related signage? Promotions need to be in the most visible place on the stall!
• How will changing the location for the promoted product affect the location of
all your other products?
During each month of the year, customers have come to expect certain types of promotion from High Street retailers, e.g. January = Sales — you should try and tap into this shopping expectation.
In addition, retailers try to capitalise on events/sports that are happening, e.g. World Cup that may encourage people to spend more money — you should tap into this too!
Obviously the types of promotions that customers will respond to will vary depending on where you are in the country, what your local shoppers are celebrating, etc.
Guide 10 Increasing Sales with Promotions 71