When I started my company in May 2009 to be honest I never envisaged that Ireland would be hit with a full blown recession again. My aim was to help companies create loyalty in their brand or products.
Some of my advice on discounting:
(1) Make sure the discount is relevant and is what suits your business. Eg: a 2 for 1 offer may not suit your business but a discount off higher brands or a reduction of a product that is new or that you are trying to push may be better.
(2) Consistency is what is relevant in my opinion. This is where Local Discounts is valid as all advertisers are encouraged to make the offer available to a period of 12mths but with the option of changing these offers in that time period. However, I personally would advise all campaigns to last at least 3mths so as to give time for the customer to become aware that the offer is available. How often have you gone to a shop or business to take up some offer but find that by the time you get there the offer is now longer available? What happens – a dissatisfied, disgruntled customer leaves your business without the goods and with a bad taste in their mouth.
(3) Some businesses don’t want to give discounts for fear of damage to their brands but imagine the opportunities you get to show customers your new products or service. Always look at your bottom line though. This is where the longer term discount is more valid as you can give a smaller margin discount but over a longer period thus creating a loyal customer without losing money.
(4) Keep in mind that discounting does not replace customer service so if a customer comes to you with a discount offer then treat them well “Build your customer experience so they will come back. You want to be a quality provider.”
(5) Educate your staff about how these discounts are received and how to carry out the transaction. This will also instill confidence in your company.
Lastly ….. although many businesses depend on a seasonal rush, a well-planned, trackable incentive or discount will continue to connect them to their customers throughout the year.
If you have any questions how advertising with Local Discounts Ireland can help your business then please feel free to contact us.
Finally …. an article in last weeks Examiner may be of interest to you:-
That looks very good and it is easy to understand.I am not sure of the long term discount offer.As the idea of a discount is create turn over instantly for cash flow.It might be better if you condition your customer to be aware of the offers and that they need to react to take advantage.If you are doing something long term to attract clients it should be a different Promo.
By: johntwohig on January 12, 2010
at 1:30 pm
Thanks John , if you look at the offers on my site if they are from the same company they can change when necessary ! .. I do agree that cashflow is a must but also think that customers react better to a longterm plan , EG : a discount card offers the customers a chance to check back with the company to see what savings they can make in a certain time period , thus eliminating the need for repetitve advertising ! they can find uptodate offers online with the click of a button
By: talktravelie on January 12, 2010
at 1:36 pm