by Ma. Rachel Roxas Yapchiongco
(first published in the Philippine Online Chronicles, November 2, 2012)
Holiday is a reason to celebrate. Christmas is probably one of the most celebrated holidays around the world. Christmas season is a time of the year when people are extra generous and excited to shop. It is a wonderful opportunity to promote your business, boost your sales, and at the same time reward your loyal customers by offering incentives such as the chance to win different prizes or receive free gift items or services when they make certain purchases at your store.
It’s time to let your creative juices flow and come up with a budget-friendly holiday promotion to highlight your business. Think of fun and friendly gimmicks and strategies to catch the attention of the buying public.
Start a contest
Contests are good promotional strategies for different kinds of businesses even small ones. You can build some buzz for your business by starting a contest that can give customers a chance to win one big prize or several items.
Hang posters on your store and nearby areas to promote your contest. Spread the word by inviting regular and walk-in customers to join your contest. Request them to share the news with their family and friends. The news can trigger the curiosity of other people and motivate them to check out your store. The more customers you attract through your contest, the more possible sales you can generate.
Think of a fun and exciting holiday contest that will suit your business. For example, a photography studio can set up a Christmas theme photo contest; a confectioner store can fill a big jar with candies and create a number guessing game (the customer who guesses the correct number of candies wins); a bookstore can put together a Christmas poster-making or card-making contest; a restaurant can organize a holiday original recipe contest (the contestant who submits the best recipe wins); a bakeshop can create a special Christmas cupcake and invite customers to give it a name (the customer who thinks of the best cupcake name wins); and so on. Business owners can brainstorm with their staff to think of a great holiday contest to tie-up with the store.
Organize a raffle
Determine prizes to giveaway and the mechanics for the raffle. For example, a customer is entitled to one raffle coupon after purchasing a certain amount at the store. You can allot several prizes for the raffle (first, second, third, and consolation prizes). Promote the raffle the same way that you promote a store contest.
Print raffle coupons where customers can write their names and contact information. Include the name of the store, raffle prizes, and the date, time, and location of the drawing. Provide a drop-box in the store. The raffle drawing can be done publicly in the store where interested customers can watch.
Offer instant prizes for grabs
Give your customers an opportunity to take home instant prizes like small gifts (stickers, calendars, ballpens, towels, refrigerator magnets, key chains, mugs, caps, t-shirts, jackets, umbrellas, etc.), gift certificates, vouchers equivalent to free goods or services, store discount coupons, and other items after making corresponding purchases at your shop.
A great way to attract customers is through a “Pick-a-Prize” promo. Customers can pick an instant prize from a jar (filled with rolled up pieces of paper with equivalent prizes) after making certain purchases at the store. Another fun method is the “Wheel of Prize” promo. Shoppers can turn the wheel and wait for it to stop on a corresponding number, letter, color, or other symbol. The shopper can claim the corresponding prize on the spot.
Give free items or services after a minimum purchase
Shoppers love receiving freebies. This holiday, you can award shoppers who spend a certain amount at your store with free goods or services. A salon can give a customer a complimentary foot spa or pedicure; a bakeshop can give free cupcakes or cookies; a gift shop can offer free gift wrapping services; a carwash can give free carwashes or car buffing; a flower shop can gift a free flower arrangement; and so on.
Promote the activity by putting posters, distributing flyers, or by simply spreading the word. Make sure customers are aware of the mechanics of how to avail of the free items or services. Offering freebies can entice new customers to give your store a try. A positive experience will encourage them to come back and make repeated purchases.
Promo preparations
Decorate the store with holiday motif that compliments your promotion. Usher in the spirit of Christmas to your shop and catch the attention of your customers by creating beautiful and eye-catching window and store displays.
When it comes to holiday promotions, the ideas are abundant. You just need a little creative thinking to come up with something fun, exciting, and worthwhile for customers to join.
Make sure that you have the necessary permits and licenses to execute your store promotion. Coordinate with your local city government office.
Everyone in the store should be ready when the promo period starts. Make sure everything is set and organized when the store promo begins. Prepare all the prizes and other forms of incentives ahead of time (prizes should match what is stated on posters and other promo announcements).
Brief your staff about mechanics so they can efficiently carry out the promo and handle any customer queries.
Photo: “Santas for sale at Home Depot” by Mike Licht, c/o Flickr. Some Rights Reserved