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TRAFFIC PROMOTIONAL TECHNIQUES VARY IN DIFFICULTY NATURE
8
1. Signs
8
2. Hook Products
8
3. Coupons
8
4. Coop-Marketing
8
5. Cross-Marketing
8
6. New Venues Markets
8
7. Advertising
8
8. Location
8
9. Internet
Attracting customers in
simple ways
Big-time efforts
Partnering and new
places
TRAFFIC AWARENESS PROMOTIONS
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Techniques in the first group are simple, basic and old fashioned methods. Though simple, some of these are a ‘must’, yet are often neglected. Yet, they can have
significant impact.
The second group of techniques requires a bit more planning, as well as cooperation with other businesses. If you can effectively cooperate with another business that has
access to a large customer base, such cooperation is worth exploring.
The third group contains methods for increasing your customers through relatively more expensive ‘big-time’ efforts, including more attractive location and Internet
presence.
There is a reason behind the above grouping. Different types of trafficawareness promotions
―each with different levels of effort, cost and complexity―address different types of problems. Keep that in mind.
– 2.2 PROMOTION: Traffic Promotions –
The next page describes the format of the detailed discussion on each promotional
technique.
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BASICS OF EACH PROMOTIONAL TECHNIQUE DESCRIBED IN THIS FORMAT
Main steps that need to be taken to prepare the particular promotional
technique basic work plan, andor
Key principles to keep in mind for the particular technique
Illustrative examples of the particular promotional technique
WHAT
WHEN
HOW
E.g.
Description of the types of marketing situations when the particular
promotional technique is appropriate or should be considered
Basic description and explanation of the particular promotional
technique
TRAFFIC OR IN-STORE PROMO
IL LU
ST RA
TI VE
PI CT
UR E
E XA
M PL
E
Traffic In-store
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For each of the nine promotional techniques, there is first an overview page. This page includes a description of the technique, when its use is appropriate, how to get started,
and examples. For most techniques but not for all, the overview page is followed by examples from real businesses to illustrate important points about a given technique.
As you go through these promotional techniques, THE MOST IMPORTANT THING for you to do is to think about whether and how you could tailor and use the concept for your
business. It is not possible, nor would it be correct, to use all the following promotions for one small business. And that makes it even more important that you think through each
of these very carefully and select only the most important and appropriate of them.
– 2.2 PROMOTION: Traffic Promotions –
The next page starts with signs.
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1. SIGNS BASICS Grabbing people off the street
