A brand or a business has specific objectives before organizing a promotional event. The goal is to generate revenue; dedicating a budget without apparent reason in any sector of activity makes no sense. Setting goals therefore sounds like an obvious necessity in organizing a promotional event. Let’s get into the details.
In an age where everything evolves at an incredible pace, businesses must also constantly reinvent themselves to offer publithings.com/technologie-futuriste-pour-evenement” target=”_blank” rel=”noopener noreferrer”>impactful promotional events. Consumers, increasingly demanding, want personalized experiences, original packaging, and a sales point that is current.
Why prioritize a budget choice for in-store promotions?
Budget decisions can sometimes be a painful choice when it comes to favoring an event promotion. Especially if the business has not yet achieved the status of a large retail space or if the question of the famous ROI remains pending. Yet, far from being just a sales venue, the store must be seen as a favorable point for meetings and exchanges with customers.
It is important to remember that if these customers have chosen to enter your store, it is for a specific reason. This may be a need to be met by purchasing a product or service, or a particular expectation. If dissatisfied, these customers will turn to your competitors. Depending on their degree of dissatisfaction, they might not even consider visiting your store again in the future. That’s why, provided that objectives are met, promotional events represent a beneficial solution for any retailer.
It is with this perspective that you need to resort to promotional events. Unfortunately, independent businesses tend to overlook these. Yet, they are essential at several levels, such as generating traffic in the store, increasing visibility, or establishing reputation. Here are the main objectives of a good promotional event.
Attracting traffic: one of the major objectives of a promotional event
Offering occasional promotional events is a way to instantly generate traffic in-store. To optimize this traffic and distribute it across various sales channels, you need to rely on different forms of communication relays. Among them, social media, SMS, email marketing, and why not, display windows.
It is also a way to attract people to your online store. It just takes a little creativity. This can involve asking customers to take on a challenge to win a prize or offering them a product for every one purchased. Thanks to this initiative, which consumer would be crazy enough not to try their luck to win goodies or that big prize?
Achieving the objectives of your promotional event to increase the average basket
Among all the objectives of a promotional event, improving the average basket is one of the most cherished wishes of a retailer. To encourage customers to inflate the price of their purchase by a few extra euros, the promotional event is a proven idea. Of course, there are volume discounts, additional sales, and other strategies to increase the average basket, like flash sales or contest games with a minimum purchase condition.
However, the promotional event is unbeatable for attracting customers and allows for achieving sales goals more easily. With the event, customers spend more time in the store. They are more or less inclined to make what is called impulse purchases by buying more items.
Boosting sales and turnover during slow periods
Which retailer does not dread the so-called “slow” periods? Especially since there are several throughout the year, such as holidays, post-sale periods, etc. But that doesn’t account for the power of the promotional event in terms of sales objectives. Promotional events such as exclusive sales or a two-for-one offer energize, or even optimize, sales.
They help to evoke emotions in visitors. Mindful of the desires and expectations of its customers, a brand must choose a suitable promotional event if it aims to meet its objectives. For example, for the launch of a new product, it can offer a demonstration or a testing opportunity in-store.
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Encouraging impulse purchases: a technique serving the objectives of a promotional event
Ephemeral actions are unbeatable for driving conversions. Offers that are only valid for a limited time will encourage visitors to take advantage of them immediately to not miss out on a great opportunity. Some brands even play against the clock and do not hesitate to implement a countdown. Clearance sales practiced by stores are also examples of this commercial strategy. It’s certain; the sense of urgency is very sellable.
Customer loyalty
Since promotional events occur regularly, customers return to the store. They will even be on the lookout for your new offers or your occasional operations. To not miss out on special occasions, some will not hesitate to sign up for your blogs, social media, or newsletters. To reach target objectives, the promotional event can, for example, take the form of a precision contest, with an exceptional prize at stake. Customers who become fans of this addictive event will line up day after day.
Engage a promotional event professional
Create a friendly environment
The primary objective of activities is to attract customers and encourage them to buy. Product demonstrations have already proven their worth in this regard. However, the shopping center animation is not limited to such activities.
In order to achieve these objectives, it is also necessary to consider the shopping center as a place of friendliness and reunion. A wide range of activities goes in this direction. Entertainment shows and creative workshops, for example, stand out. They introduce customers to new products or services in a fun way.
Make it an attractive place
A shopping center can also become the cultural hub of the city for a day or a weekend. To do this, it can host a concert or an exhibition. This can attract both regular visitors and new potential customers.
Whatever the activities, they reflect the image of and contribute to the reputation of the shopping center. Entrusting this task to a professional allows for the implementation of a well-defined marketing strategy. It is a way to optimize an investment in brand image, particularly regarding cultural and social engagement.
The new trends in promotional events for 2024
Today, the new trends in promotional events are marked by an increased integration of digital technologies and personalized experiences. Businesses are turning to augmented and virtual reality solutions to offer immersive experiences to consumers in order to create a stronger emotional connection with the brand.
Additionally, the use of artificial intelligence allows for the personalization of interactions, adapting offers and promotions in real-time based on customers’ purchasing behaviors. Phygital events, which combine online and offline experiences, are also becoming popular. In reality, they allow brands to reach a wider audience while creating a sense of community.
Furthermore, sustainability and ethics are taking a prominent place in promotional event strategies, as consumers are increasingly sensitive to brands’ responsible practices. In-store promotions are also evolving into interactive workshops and product demonstrations to encourage engagement and loyalty.
Finally, social media continues to play a crucial role, with influencer campaigns enhancing brand image and driving sales through creative and authentic content. These trends make 2024 a dynamic year for promotional events.
