Specials, Discounts and Promotions

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Offering a special, discount, or some type of a promotion is a great tool, no matter what industry you’re in.  If you are worried about the cost of a promotion, there are some creative ways to design a promotion so it doesn’t break the bank, but is still compelling to consumers.  You could offer something as simple as free training, a discount on the first month, or maybe even a tangible item, like an ink pen.

After years of marketing properties, restaurants, bars, and loyalty programs, I have seen just about everything.

  • Million Dollar Giveaways
  • Sweepstakes
  • Invite only promotions
  • Opt in promotions
  • Offer code promotions
  • Buy-one-get-one
  • Percentage discounts
  • Special prices
  • Free gifts from Tupperware to one thousand dollar watches
  • $1 food specials
  • 25¢ Bottled Beers
  • Loss credit

So, which ones are the most successful?  That depends on your product, target audience, and if the promotion is measurable.  Most often you have to test different promotions to understand if the promotion resonates with your audience.  You may have a good idea of what will work, but you still have to test it to understand the impact and influence.

When deciding on a promotion be sure to select a promotion or special that you think will resonate with your target audience.  Additionally, the medium or channel you select to use to communicate to that target audience is just as important.  For instance, if your target audience is in a specific geographic location, an SEM campaign might be the most effective channel to reach that audience.

In the gaming industry, the most common channel or primary channel that is used is direct mail.  Direct mail is very effective, is measurable and tangible giving you a great chance that a consumer will interact with your message.  Direct mail can be costly though as well depending on how many pieces of mail you are sending.

A business should chose a medium or channel that you know will reach your desired audience. Testing the channel is just as important as testing the offers.  Once again, make sure that you constantly test and measure your efforts.  Your results should dictate what direction and changes you will want to make with future efforts.

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