Promotion Clinic: Amplify Your Promotional Clout

5 Steps to Short and Long Term Sales Boosts Via the Internet

A new study from UCLA indicates that Internet access in the United States has risen to 72% and continues to climb. Average time spent on-line has increased as well, from 9.4 hours per week to 9.8 hours, according to the same study.

With more consumers on-line for longer periods of time, the importance of the Internet as a promotional and marketing channel is growing. Most businesses recognize the pivotal role the Internet will play in their future growth, but not everyone is sure how to get started or how to deal with increasingly stringent privacy laws.

E-mail marketing is still evolving, but so far it's proven itself to be a fast, effective and inexpensive tool. With benefits like these, it's a mistake to underestimate the role the Internet should play in your marketing strategy. Whether you've already launched your site or are still testing the cyber waters, here is a game plan that will strengthen this aspect of your marketing effort.

1. Provide consumers with an incentive to register on your Internet site by offering a substantial prize promotion.

This also insures accuracy of information. There is nothing like the chance to win the big, eye-catching grand prize as a call to action. Even in the softest of economies, the opportunity to imagine the big win or a better life has always been a major motivating factor - the recession proof aspect of lottery ticket sales and casino gambling are just two examples of this. Even if your budget is modest, such incentives can effectively drive traffic to your Web site. This approach is especially compelling when it is combined with the entertainment value of a themed game or contest, perhaps tied into your sponsorships or promotions.

2. Take advantage of the one-to-one nature of the Internet.

By utilizing a PIN (personal identification number) as a promotional tool, you can learn key information about your customers and build a powerful database. Unique, random PINs provide the ultimate protection in security, and are simple and affordable to utilize in a promotional program. Issue a PIN which allows you to limit participation in the promotion to the level that you determine.

3. Select the PIN delivery mechanism.

This can be done in any communication medium. If you have a packaged deal, an in-pack is an excellent approach. New technologies make this approach feasible and cost effective in almost all situations. And in-packs provide the ultimate connection to a consumer because he or she must purchase an item in order to get the PIN (SCA can help you understand when an "alternative method of entry" may be necessary). PINs also can be disseminated via direct mail, traditional print advertising, point-of-sale and broadcast - essentially any way you communicate with your customers.

4. Enhance your marketing plans.

As customers come to your site, you have a unique opportunity to collect demographic and survey information. (One caution - even the most motivated consumers have a limited attention span, so be conscious of the time you're asking them to spend providing information.) Consider where you want consumers to "opt-in", that is, give you permission to communicate with them in the future via e-mail. Those who choose to do so are ideal for follow-up testing of new products and offers, special discounts, cross-sells and up-sells. Such target marketing can emphasize product choice, distribution channels and frequency of purchase.

5. Renew and grow your database.

By targeting current customers or new, potential customers, you can continue to grow the value of your new marketing asset. By timing the dissemination of new batches of PINs, you can create more sales action short-term and create more long-term sales and marketing opportunities. For example, if your current experience is that customers visit your Web site once every 6 months, you may want to consider a quarterly program.

SCA's experts can help you boost your Internet sales. If you would like assistance in planning a program, or if you have questions, contact us at info@scapromo.com or call (888)860-3700.