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Special Event Promotions …and How They Can Benefit You www.pmpsales.com.

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Presentation on theme: "Special Event Promotions …and How They Can Benefit You www.pmpsales.com."— Presentation transcript:

1 Special Event Promotions …and How They Can Benefit You

2 Marketing communication is employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability o Drawings o Coupons o Freebies o Loss Leaders o Prizes o Rebates

3 General promotions are based around holidays, annual events, or specific offers. o Presidents Day o Memorial Day o Clearance Sale o Customer Appreciation o 0% Financing until 2015

4 Kick it up a notch! Run a promotion so strong that it actually achieves the objectives for which youre going!

5 What makes these Special Event Promotions different than regular promotions? o Extreme Themes o Run for a longer period of time (30-90 days) o Designed to be used less frequently than regular promotions MOVING SALE RETIREMENT SALE RESTRUCTURING SALE INVENTORY REDUCTION

6 What benefits do these promotions give to furniture retailers? Benefit #1 Provides an instant boost in revenue. Doubles (sometimes triples) average volume for up to twelve weeks.

7 What benefits do these promotions give to furniture retailers? Benefit #2 You and your sales staff improve closing rates by learning new powerful selling techniques Benefit #1 Instant boost in revenue

8 What benefits do these promotions give to furniture retailers? Benefit #3 Maximize your advertising dollars by learning effective advertising tactics and strategies Benefit #1 Instant boost in revenue Benefit #2 Learn powerful selling techniques

9 What benefits do these promotions give to furniture retailers? o Timing o Colors o Phrases o Elements o Style o Unconventional Media Outlets Benefit #1 Instant boost in revenue Benefit #2 Learn powerful selling techniques Benefit #3 Maximize advertising Proven methods that stimulate psychological responses in consumers

10 What benefits do these promotions give to furniture retailers? o Direct Mail o Newspaper o Mobile Billboards o Sign Walkers o Road Signs o Circulars o TV & Radio Benefit #1 Instant boost in revenue Benefit #2 Learn powerful selling techniques Benefit #3 Maximize advertising Maximize effectiveness of all types of advertising

11 What benefits do these promotions give to furniture retailers? o Eblasts o Landing Pages o Online ads o Online press releases o Blogs o Facebook Benefit #1 Instant boost in revenue Benefit #2 Learn powerful selling techniques Benefit #3 Maximize advertising Get DIGITAL!

12 What benefits do these promotions give to furniture retailers? Benefit #4 Move stale inventory, introduce new vendors and categories, have your showroom filled with fresh merchandise Benefit #1 Instant boost in revenue Benefit #2 Learn powerful selling techniques Benefit #3 Maximize advertising

13 What benefits do these promotions give to furniture retailers? Benefit #5 Learn how to increase volume without sacrificing your margin Benefit #1 Instant boost in revenue Benefit #2 Learn powerful selling techniques Benefit #3 Effective advertising Benefit #4 Fresh merchandise

14 What benefits do these promotions give to furniture retailers? Benefit #6 Pay off old bills, and get current with your vendors and overhead Benefit #1 Instant boost in revenue Benefit #2 Learn powerful selling techniques Benefit #3 Effective advertising Benefit #4 Fresh merchandise Benefit #5 Maintain your margin

15 Whats involved with this type of Special Event promotion? 1. A specifically tailored plan of action for your store in its current situation o Objective and Goals o Time Period o Theme o Budget

16 Whats involved with this type of Special Event promotion? 2. Professional, experienced, and talented salespeople o Event Manager o Sales Personnel o Office & Delivery Staff 1. Plan of action

17 Whats involved with this type of Special Event promotion? 3. Comprehensive advertising campaign o Budget 7-9% o Results evaluated and campaign adjusted accordingly on a weekly basis 1. Plan of action 2. Salespeople

18 Whats involved with this type of Special Event promotion? 4. Customized merchandising plan o Suggestions on augmentation o 75 years of combined retail experience o Advantage of current perspective 1. Plan of action 2. Salespeople 3. Advertising

19 Whats involved with this type of Special Event promotion? 5. Exciting showroom atmosphere with sense of urgency o Merchandise display o Music o Banners, Window Signs, Pennants, Interior Signs, etc. o Freebies (hot dogs, popcorn, balloons, etc.) 1. Plan of action 2. Salespeople 3. Advertising 4. Merchandising

20 Whats involved with this type of Special Event promotion? 6. Tracking results – Reporting sale progress and profitability o Daily Sales o Weekly Volume o Sale-to-Date Volume o Commissions o Overhead P&L o Advertising P&L 1. Plan of action 2. Salespeople 3. Advertising 4. Merchandising 5. Atmosphere

21 Who should hire a promotion specialist to run this type of promotion? o Cant pay their bills on time o Floor displays are looking old and worn o Cut their advertising budget o Owner is putting in personal money to keep the business going o Facing eviction o Competition is killing them o Have huge overhead costs and dwindling sales o Losing key people o Tired of making excuses to customers and creditors o Owner hasnt taken a paycheck in a while o Stress is affecting their personal life, taking time away from their family Stores in Trouble:

22 Who should hire a promotion specialist to run this type of promotion? o Completely clear out old, unwanted inventory to make room for factory-fresh best-sellers o Raise cash to pay off vendors and purchase newer and more appropriate selection o Expose their name and become the number-one retailer that meets the demands of their community o Rebrand their image and expand their market share o Close a warehouse or convert it to a clearance center o Restructure their business operations to reduce overhead costs o Learn effective advertising techniques o Retrain or Recruit successful salespeople Stores Not in Trouble:

23 Who should hire a promotion specialist to run this type of promotion? Either way, its not a good idea to run it yourself. o Its retailing at mach speed o Takes intense focus and coordination o Can create a lot of stress if youre juggling other responsibilities at the same time

24 Who should hire a promotion specialist to run this type of promotion? Promotional Companies exist to run promotions. o A good promotional company is efficient, professionally managed, knows what needs to be done and how to do it o Hire a promoter for much the same reason you would hire a realtor to sell your house o If you had chest pains, you would call a doctor.

25 How much will it cost? A successful promotion will pay for itself. o Most promotions will double or triple your sales volume, but not your expenses o Promotions can be financed – the promotional company uses its own credit lines to purchase advertising and merchandise for the promotion

26 Sound too extravagant? We think not. When a retailer incorporates one or two strong Special Event Promotions into their annual advertising campaign, they are: o Maintaining the health of their store o Staying current on accomplishing their goals o Able to keep up with the trends and easily satisfy your customers o Able to have more time with family, peace of mind, known by the community, etc. Presented by The Most Trusted Furniture Promotion Company for Over 25 Years

27 Thank You Stick around to ask your questions


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