Page 243 - Duct Tape Marketing

227Chapter 14: Brochures, Promotions, Trade Shows, and More

Do Don’t

Do invest in a professionally Don’t try to do it cheap by using a self-
designed booth that reflects your designed booth plan and do-it-yourself
business image, your advertising, graphics.
and your current message.
Don’t be bland and don’t expect a banner
Do use lights, banners, moving with your logo to double as a booth design.
displays, bright colors, floor You need huge colorful photos, ad enlarge-
carpeting, and counters to break ments, and graphics that shout New! to
your booth into parts, and other passersby.
devices to draw attention and make
your booth look like a hub of activity.

Building Sales through Promotions

A promotion aims to increase sales over a short time period by offering an
incentive that prompts consumers to take immediate action.

Businesses stage promotions for a number of reasons, such as

ߜ To increase activity by existing customers.
ߜ To entice the attention of new customer prospects.
ߜ To urge customers to adopt new buying patterns, such as greater dollar

volume per transaction, more frequent purchases, or purchases via a
certain payment method.
ߜ To stimulate sales during slow seasons by offering limited-time special
pricing or added-value offers.

Choosing your promotion incentive

The whole purpose of a promotion is to create a desired consumer action
over a short period of time. The objective is accomplished by offering one of
the following types of action incentives:

ߜ Price savings: Incentives include percentage discounts, two-for-one
offers, buy-one-get-one-free deals, and other appealing reductions. The
bigger the incentive, the more attractive to the consumer, of course. But
be careful to come up with an offer that can inspire customers without
giving your store away.