Build a Foundation

A marketing campaign can be a terrific way to tell people who you are, who you serve, and what you have to offer potential clients. Before you begin work on a promotion, be sure you have prepared a campaign plan with a clearly identified target market, specific measurable objectives and a value proposition. Adding a promotional offer relevant to your audience will increase response rates for your campaign.


Keys to Creating a Successful Offer

After having clearly identified who your target market will be for a given promotion, focus on the key action items that must be completed on your end.

  • Make the offer a value-add or a discount on the product or service but not both.
  • Consider bundling services or a discount for a trial period.
  • Make the offer time-sensitive by using a clearly defined end date, or created an event-based offer the prospect wouldn't want to miss.
  • Be relevant to the prospect's business by providing educational content or information the prospect can put to use.
  • Use key selling words, for instance: Free, Your, You, Now, Today, Only, Exclusive, Promotion, Discount, Trial, Try, Sample, Value, Guaranteed, and Expires.
  • Make your offer specific versus generic. For example, "Save $100 when you upgrade by August 31," or "0% Financing Until October 31."

Evaluating the Possibilities

Choose an offer that will spark interest and grab attention now, and save your other ideas for future promotions and brainstorming sessions. Some offers to consider include:

SERVICES

  • Needs assessments
  • Software evaluations
  • Seminars
  • Webcasts
  • Demos

TANGIBLE ITEMS

  • Customer self assessment checklists
  • Case studies (for examples of success
  • White papers
  • Industry reports

Now, pick your offer and start getting the best bang for your buck...

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