FAQ
- What is a Foursquare Venue?
- How do I write a good promotional message?
- How do I run a successful special?
- How do I pick an effective image for my special?
What is a Foursquare Venue?
A Foursquare Venue is "any physical location, such as a place of business or private residence where users can check in, win badges, and fight over mayorships". If you would like to participate in Foursquare, and have additional access to your customers, you first need to claim your business, if you haven't already done so. To claim your business on Foursquare please reference the following link: https://foursquare.com/business/merchants/claiming
How do I write a good promotional message?
Want help writing a compelling message? Well, we've been told that a successful marketing message should use compelling sound bites. Let's take a look at what the leader in personal branding and marketing strategy, Ellen Looyen, says about it.
"A sound bite is a way to string words together that will connect your marketing message to both sides of your prospect's brain".
"The words that you use to describe what you do and the benefit your product or service delivers, need to connect first to the emotional right side of the brain... to leave people with a positive feeling. Then their left-brain needs to justify and rationalize that good feeling, before a sale can happen".
"Your left-brain is always asking 'what's in it for me'. [...] So the sound bites you use for writing your marketing materials need to first grabs some one's emotional attention … and later it must make logical sense and answer (in a very tangible and beneficial way): what's in it for your client".
When you're ready to write your marketing message, Ellen suggests taking a moment to answer the following questions:
What do people need to know?
Who are you and what does your business offer?
How can I help them?
People don't always have enough money or motivation to book an appointment or purchase a product. Help them by offering great discounts that are easy to redeem online!
What action do I want people to take?
You want people to redeem whatever special you're offering and to hopefully spread the word to their friends and family.
So, while keeping these points in mind, maybe your message might say:
1 weekend only, 50% off all grooming! No pooch left behind! Hurry, we're booking up fast http://spab.kr/ghR3yOc
or
Got an angry pooch? Let us pamper her for only half the price! Book your 50% off appointment http://spab.kr/ghR3yOc
Remember to keep your messages different and exciting. Try these tips for composing additional engaging sound bites when promoting your special:
Share an interesting fact with your audience.
e.g., The New York Times claims that 1 in 3 dogs suffer deep depression during an economic downturn. Pamper your pet for only half the price!
Share an anecdote of human-interest.
e.g., Did you know that abused animals are one of the largest growing problems plaguing the United States? We want to fix that, so every time a 50% off coupon is redeemed, we will donate $50 to animal protective services.
Finally, and most importantly, don't forget to save the URL (found in the message box) before pasting in your head-turning message!
How do I run a successful special?
First thing to do when creating a special is to ask yourself, "what type of special would I want?".
It's important to think of the larger audience. If only 3% of your current clients schedule acrylic nail appointments, then it is probably best not to promote a deal on acrylic nails. However, if most of your clients come in for a nail polish change and you know that most new clients become regular clients by starting this way, then why not have a promotion for 35% off nail polish color change for one day only?
Take the time to think through your business and how much of a discount on products or services you can afford. Don't offer a free service to new customers if it's not likely that they will return. Always try and put your best foot forward - if your auto-body shop specializes in leather cleaning for car interiors then have a special around that.
Once you've successfully created your special, selected the perfect image and referred to our information on 'how to write an effective marketing message', it is time to spread the word! Round up your friends, family, employees, etc. because now is the most important part.
There are several ways to market your promotion, but one way that we have found to be very successful, is through social networks. It's important to create online buzz surrounding your promotion and the way to do this is to post on Facebook, Twitter, Foursquare and corresponding blogs. Want to market that leather cleaning you do so well? Visit the different blogs that talk about leather/car maintenance or other male-centered activities. There is no time to be shy. Think about who your audience, where they are located, and what they like.
Another important note, is to not forget about your current clients. Create dedicated marketing emails just for them. Or maybe, if you have their mailing address, send a postcard to their home. Entice your current clients to spread the word. Perhaps, every time a current customer refers a new customer that redeems your special offer, the original customer gets to redeem the special as well. This way you're utilizing your current customers as your very own outsourced Marketing and PR teams. Never forget that happy clients are your best resource for new customers.
How do I pick an effective image for my special?
You know the saying, "a picture is worth a thousand words" and in the case of promotional marketing it couldn't be more true. People, especially on the Internet, decide with their eyes first. Meaning, even before they've started to read the headline of your latest offer, they have scanned the image, made a fast judgment as to whether or not they need the product or service displayed, all before consulting the details. Needless to say, it's very important to select the perfect image for your promotion.
Having been in the business now for a number of years, we know the key ingredients for a successful promotional image.
- Eye-catching - Your image should pop. It should be colorful, but classy... bold, but sophisticated.
- Applicable - The image you select is the first thing that a future customer will see. Therefore, it should represent your special product or service offer as closely as possible. Don't let people misjudge your promotion!
- Telling - You, your business and your promotion is unique. So your image, while depicting your special accurately, should also represent your company's style.
Keeping these 3 key ingredients in mind, we've created a collection of promotional images, perfect for your specials. Take your time, choose wisely and GoPromote!
