In this article, we will analyze the question of how to write a discount ad, presenting the compilation algorithm and many discount options with which you can create your own unique discount ad.
About DISCOUNTS. Yes, the word "Discount" still attracts, and will attract the attention of consumers for a long time, such is the nature of man. How to write a discount ad? To whom to give discounts and in general, what are their types? Perhaps, in order to stand out among the many competitors who provide discounts, develop your own, original ones, for various categories of customers?
Some questions will be answered in this article, some will have to be answered by ourselves, after analyzing your business, products, services, competitors, customers. It's easy, even interesting.
So, you need to write a discount ad
If you have "discounts" or "flexible discount system" you need to add this paragraph:
- if permanent discounts- then to whom. Think about who needs your product or service, who else can be attributed to your potential customers, break the general portrait of your customers into smaller and more accurate segments, contact each with a targeted ad, make an interesting discount for each of them;
- if temporary discount- “promotion” for everyone, then you need to specify a specific period of validity, a specific amount (percentage) of the discount, show clearly how much this product costs and for how much you sell it during the discount period.
Analyze your product, the product of your competitors, formulate such an offer that your competitors could not do it, or did not do it. Tell people (preferably in one compelling sentence) why they should buy something from you, in a specified time period, and not from another company.
The general structure of a discount ad is to use one or more discounts at the same time. It is almost impossible to imagine a situation in which a company uses all the discounts, but in some cases discounts are grouped and provide the buyer with a significant benefit when purchasing a product.
Let us examine in more detail some of the issues related to the current topic of compiling a "discount announcement".
What are the goals of the company when announcing price cuts:
- long-term or short-term profit maximization;
- increasing awareness of companies and their products;
- capture of dominant positions in the market;
- maintaining leadership in prices;
- preventing the threat of potential competition;
- increase the interest of buyers (using discounts in the early stages life cycle goods, when potential consumers should be interested in purchasing goods, services);
- a way to get rid of illiquid assets (obsolete and / or not in demand products).
Your discount ad should be understandable even to a child
Explain in the discount ad simply, clearly: for whom the discounts are intended, in what cases the buyer can receive a discount, and in what amount. Uncontrolled discounts should not be allowed. Select a discount option for your listing below.
What types of discounts are there:
- General discount - This is a discount, a certain percentage of the discount on the entire volume of the purchase. Quite often it is used as an event discount (associated with some kind of event, event), for example, in connection with the opening of a new branch.
- Quantity Discount (sometimes it is called a bonus, and may have a cumulative character). It is already clear from the name that when buying a certain amount of products, the buyer receives an agreed percentage of the discount.
- Credit discounts it is assumed that for a certain period of time a predetermined amount of goods is “collected” (or goods are bought for a certain amount). A credit discount allows small buyers to collect bonuses and, as a result, achieve significant discounts with regular purchases.
- Discount for regular purchases (discounts for regular customers, discounts for loyal customers). In other words, 20% of regular customers can bring 80% of profits, 20% of efforts should be directed to finding new customers, 80% to maintaining and developing relationships with existing customers (Pareto principle).
- competitive discount widely used in the practice of selling goods in a highly competitive business niche, in order to provide potential customers with benefits compared to competitors (price advantage).
- Assortment discount this is a tool to stimulate sales of a certain category of goods, usually used in two cases: either when purchasing several related goods, or to stimulate the purchase of goods from different assortment groups in the case when the manufacturing company has a very wide range.
- Discount for payment terms. A discount is provided, for example, if payment is made in cash.
- Discount for terms of delivery/delivery apply when part of the services provided by the company, the buyer takes over, for example, takes out the goods on their own.
- Seasonal discounts offered to buyers in certain periods, as a rule, after the end of the season active sales. The start time of sales is determined depending on the specifics of the product (seasonality).
- Hidden discount not available in monetary form, but is transferred to the buyer in the form of additional goods (for example, in the two-for-one sale option, a discount coupon for a future purchase, a gift for a purchase, free shipping etc.).
- special discount is a relationship discount and is given to some clients for special merit in certain procedures.
- Discriminatory discount - when, for example, a company sets different prices for goods in its branches located in different cities (this may also be related to the level of income of the population of a certain city, the level of competition in it).
- Discounts for a certain category of potential customers, for example, for doctors, advertisers, accountants, depending on the specifics of the product or service;
- Social Discounts - price reductions for a special category of buyers dedicated to a specific date: Victory Day, Day of the Elderly, Children's Day, etc. These discounts are regarded as a manifestation social responsibility, and to a lesser extent - as work with the target audience.
And this is not the whole list of types of discounts. Discounts are tied to certain events, both in the life of the country and an individual, for example, discounts on a birthday, anniversary, wedding day, etc.
Tired or not working traditional discount ads?
Come up with your own, original ones that work for your business and make an original discount ad. At least it won't go unnoticed.
For example, one advertising agency launched the “February frosts” promotion, depending on how low the thermometer falls, the percentage of the discount will rise by that much. However, it is rather difficult to accurately predict changes in weather conditions, so it is necessary to resort to such discounts with caution, no matter how later you have to calculate losses.
In our agency, for example, in addition to traditional discounts, there are discounts for the “first client” category (the first client from a given region, city, the first client who ordered a certain service, etc.). Yes, there is also a discount for the category "compatriots" :fellow: Although this discount can be attributed to a discriminatory type (discount packages will be posted later).
How to write a discount ad?
You have decided to reduce the price of your goods or services, decided for whom, when, why, set the deadlines, calculated the effectiveness, now you need to declare it. Depending on the selected notification channel (radio, TV, advertising model in a newspaper, etc.) the text of the announcement about discounts, a layout for placement are being developed.
There are no canons here, the main rule is: your ad must be clear to the audience to whom it is addressed.
- Who is running the action?
- Who are the discounts for?
- What is the amount of discounts;
- What needs to be done to purchase a product or service at a reduced price;
- Discount period;
- Company address, hours of operation, phone numbers.
For better memorization and attracting more attention, you can come up with original name promotions, associate with some event (thematic), refer to a narrow target audience, make a spectacular design (the main thing is not to overdo it so that the main meaning of the message is not lost behind the creative design).
Discount ad template. Advertising modules for print advertising:
Sample original discount ad
On the facade of their own building, one small shop made a large sign, where it was written in large letters: “Urgent grand sale due to the closure of the store”, and at the bottom in small, small letters there was a postscript: “We have been closing for 10 years.” Cheap and efficient.
A sample ad for a discount from a joke:
Hello! Chief! Nobody takes our goods! What to do?
- Raise the price by another ten percent and put up a big poster:
"Big Sale! Elimination of Customs Confiscation! Prices Reduced by 40%!" People love these magic words.
You always have to remember that with skillful management, the discount is a good motivational incentive for the buyer. It allows you to maintain a long-term interest of customers in the supplier and his products.
You need to keep abreast of changes external environment: events in the country, global trends, actions of competitors, etc., quickly respond to these changes, receiving tangible benefits, as in financial plan and in terms of business image. For more effective promotion, competent positioning is also necessary. You can read a little about this in the article "Positioning goods and services".
How to "bind a client" to your store, business?
You need the client to come back to you again and again after the promotion, moving to the category " Regular customer"After all, sales are held not only to get rid of illiquid assets, but also to attract customers, with the hope that they will move into the category of permanent ones.
In fact, after the end of the period promotion, sales end, customers disappear. Where are the clients? They are on another sale. Therefore, when holding sales, announcing discounts and attracting new customers, do not forget to ask the buyer to leave his e-mail address (e-mail), and then from time to time, for certain reasons, send letters about new arrivals, new promotions for existing customers, competitions and etc.
You need to periodically remind yourself. This is no longer spam, your customers have agreed to receive a message from your company, work with them - it will cost you less and much more profitable than launching new share, write a new ad about discounts.
And if you have ensured that, according to your advertisements for discounts, promotions, the client comes to order a service or purchase goods, then you need to increase sales in the office, about how to do this in our article.
Happy sales and working discount ads!
"They glued a new one on the old price tag, with a larger amount, crossed it out and pretended to give a discount. Divorce!", "It is written -" discounts up to 90% ", but normal things have not fallen in price!" Those who work in fashion retail regularly hear such complaints from customers. It always seems to our people that they are being deceived. I have been in this business for seven years. You can trust me: no one is deceiving you. At least for the last two or three years.
Why don't we fake price tags, passing off the old cost of a thing as a discount one? Because this trick no longer works. Stores have done this before, and quite often. But now it is unprofitable to lie - the monetary "exhaust" is small, and the reputation suffers. Shopping centers have a constant audience, a large percentage are people who live nearby and come to the mall on weekends to go shopping. They know the assortment, remember the cost of things and wait for discounts to pick up a particular dress. If you "wind up" the price during the sales season, these buyers - your loyal audience - will immediately notice the catch and stop trusting you. Or worse: they will make a scandal in social networks, leave the store themselves and take a few more people away. Who needs it?
Why then on the tag 10 price tags pasted on top of each other? And why is the final price with the declared discount still unprofitable? It's about the sales strategy that the brand adheres to. The main ones are two. First: sell things at an adequate price and arrange seasonal sales, come up with promotions and give discounts on weekends and holidays. That's how most work. The second option: make a crazy markup on the product, and then imitate discounts all year round. Stupid policy, but it also has the right to life. There are such brands in Almaty - on the windows of their stores there are eternal stickers "-40%", "-50%", "-70%". They just slowly reduce their exorbitant price, so the discounts are not felt and it seems that you are being fooled.
Two of the retailers' favorite words are "promotion" and the magic preposition "before". The most amazing promotion "1+1 = 3" : buy two things and take the third one as a gift. "Freebie!" - customers think and immediately sweep clothes off the shelves. And no one thinks: if you bought two things, say, for 10 thousand tenge and took the third one for free, also worth 10 thousand, in fact you paid about 7 thousand tenge for each. That is, the store gave you a 30% discount on everything. A penny discount, which the store does not mind. In return, you are forced to buy two items at full price. And 30% is if you found three things at the same price, and this rarely happens. Usually things are chosen cheaper, and the discount is "smeared" even more - on average, it turns out 22-27%. The store sold more goods and improved its performance, you received your "gift". Everyone is happy.
But if it was written "-30%" on the window, you would not even go to the store - such a discount, as a rule, does not work. And everyone loves "1 + 1 = 3". And they are also bought at "-50% for the second thing." Although the total discount is also small, only 25% for each item.
Now about the preposition "before". Let's figure out on what basis discounts are set on sales in the mass market. First, the company analyzes its sales: what is going well, what is not taken, how many popular and illiquid items are left in stores. After that, all goods are divided into categories. Category A - the best things, what sells the fastest and what is left in short supply. Category B - "strong average". Category C - rags that no one needs.
Naturally, the things that are the most in stock, and the sales speed is such that the stocks will last for another five years, are the first to be "demolished" - they get the most big discount. This is solved something like this: “Remember that terrible pink top with a bow from last year’s collection, the buyer’s shame? Will we give him minus 90 for the holiday?” Analysts shout. "70, and suddenly he will find fans!" - the manager answers, and the top goes on sale. I hung in the store for a week, and after another analysis it turned out that they take it badly. Then the discounts deepen, the hopeless top gets even cheaper. And - the magic of the sale - this dramatically prettier in the eyes of buyers. We are counting on your greed: in a sober mind and solid memory, you would not buy this thing, but now, when it costs a conditional 999 tenge, you grab it along with other purchases - in case it comes in handy.
Category A, as a rule, does not get cheaper at all or receives a small discount. But at the sale it seems that discounts on everything - for this we have a special trick. Usually in the store clothes hang from collections. And during the period of discounts, things are outweighed by product groups: dresses - with dresses, skirts - with skirts, trousers - with trousers. You go to a stand with dresses, on which a sign is attached - "up to -70%". And here everything is mixed up: things from ancient collections with maximum discount and new with a minimum. You take one cheap dress, another more expensive one.
Just don't shout that they are trying to fool you here too! This scheme works for both the buyer and the seller. Since the store needs to sell illiquid assets, it means that they will have to give discounts on decent things too, in order to attract your attention. And this is a real opportunity to buy a good coat at nice price. Not 70% cheaper, but still. And grab a couple of discount sweaters. You still won: you took what you wanted and spent less than you could without discounts.
From September 1, 2018 in the Big Fashion and Grand Persona stores,
There are 20% discounts on the last copy of the model.
Don't miss the opportunity to purchase with a special discount! The range and quantity of goods are limited.Please read the terms and conditions of the promotion before making a purchase.
We wish you happy shopping!
Terms of the Promotion:
The range and quantity of Promotional goods are limited. The Organizer of the Promotion has the right to terminate the Promotion ahead of schedule in the event that the Promotional Goods are out of stock in stores.
Conditions for the exchange and return of goods purchased under the Promotion:
Return of goods of good quality purchased under the Promotion in retail store, carried out within 14 (fourteen) calendar days, not counting the day of purchase, according to the current rules: the buyer is refunded the amount indicated in cash receipt, i.e. with discount.
The exchange of goods of good quality purchased under the Promotion in a retail store is carried out within 14 (fourteen) calendar days, not counting the day of purchase: first, a return is made (see the previous paragraph), and then a sale is made at retail prices and promotions valid at the time of return . It is possible to receive a discount on the Promotion when exchanging it only if the sale of a new product is made during the Promotion period and according to its conditions, and the price has not changed according to the price list.
The exchange and return of goods of inadequate quality purchased under the Promotion is carried out in accordance with the current legislation of the Russian Federation. It is possible to receive a discount on the Promotion when exchanging it only if the sale of a new product is made during the Promotion period and according to its conditions, and the price has not changed according to the price list.
Questions not covered in the above terms and conditions can be answered by the Sales Consultants.
Discounts in the store: myth or reality?
The concept of sale, sale (from the English. sale) came to us from the West, where the purpose of discount promotions is to free up shelves and a warehouse for new collection or sell stale goods. But in Russia, in addition to the traditional purpose, discounts also have a hidden purpose - to sell goods at competitive prices for the store.
So, what tricks do salespeople use to attract buyers and increase sales?
Artificial price gouging is a widespread and legal deception of consumers. The essence of this technique lies in the initial overestimation of the price of certain group goods. Imagine the situation, for a long time you have been watching the product you love in the store, but do not rush to buy it because of the high price. Suddenly, the store reduces the price by half, or even three times, and you are already the happy owner of the long-awaited purchase, not realizing that the seller sold you the goods at exactly the price you wanted. This deliberate overpricing allows savvy marketers to give customers the impression that they are making a bargain, forming a positive opinion about the store, and not losing any profit.
A dishonest but effective way of regluing price tags is also a common occurrence. . During a sale, the price of an item does not actually change significantly, but the customer purchases the item at its regular price with the firm conviction that it is making an economical purchase, because the glued overpriced price tag tells him that the item is now discounted. Such a trick works on a subconscious level: it is more pleasant for a consumer to buy a product, believing that he saves money, which makes his purchase justified, even if the item was not really needed.
Seasonal discounts , perhaps the most honest type of discounts. During this period, you are most likely to buy a thing really at a price lower than at peak times. With one caveat - such discounts are offered at the end of the season, so they include product balances, it is likely that you will not be able to find your size, your choice will be much more limited than when buying from a new delivery.
Be careful! V grocery stores Discounts are often offered on foodstuffs that are about to expire.
Attractive promotions, which are already based on all discounts:
- "Today Only!", "Last Day Sale", "Last Item" - such slogans are mainly aimed at attracting a client, the task of marketers is to lure you into the store, and there it is the sellers' job to help you buy something. Often such promotions are not true - signs can hang for more than one day, and discounted goods may not be the last in the warehouse.
- Discounts "up to 70%, 80%, 90%" - a popular psychological technique, the key point here is not the size of the discount at all, but a small pretext "to". Up to 90% is both 20% and 5%. Often you will still find a discount of the promised 90%, but for a couple of illiquid things.
Helpful Hints:
Always buy only those things that you really need and plan, often under the influence of the psychological tricks of marketers on sales, you buy a thing or equipment that you don’t really need;
When buying at a sale, look not at the size of the discount, but at the final price, it is it that determines your purchasing power and the expediency of the purchase;
The statement "discounted goods cannot be returned or exchanged" is illegal, the markdown does not relieve the seller of the obligation to accept defective goods (excluding the defect due to which the discount was offered) or exchange it within 14 days.
Sales have become a regular thing for us. Before the change of season (when new collections are brought to stores) 2-4 weeks in shopping malls don't push through. From all over, like flies to honey, tempting signs of 30%, 50%, 70% discounts young ladies and gentlemen flock to. Many are ready, oddly enough, to leave a tidy sum in their favorite stores. Everything would be fine, but often, we overestimate our willpower and sense of proportion. We buy things like crazy, without measuring and sometimes without thinking at all.
This article is for those who, after sales, take a look at their updated wardrobe and realize that they again made the same mistakes, succumbing to the mood.
Mistake #1: same thing!
Often new things are too similar to old ones. Each person has a well-established "I image". It doesn’t matter for what reasons it was formed, but changing it consciously is not a feasible task for everyone. Therefore, even with a sincere desire to change and try something new (for which sales are very similar), we often simply update the cabinet shelves with the same colors, styles and textures.
Mistake #2: Why did I buy this!
We open the packages, we measure. Class! Beautiful, bright ... And what to wear it with? There are many things, but they do not fit together. Trying not to make mistake number 1, we make the second. Since then, the thing deservedly occupies one of the far shelves in the wardrobe.
Mistake #3: You have to go on a diet
Having spent a large amount on cheap things, we were not chasing quality, but quantity. Now that half the salary and a couple of credit cards are left at the cash desks of stores, it's time to think about saving. Everything would be fine if the right things were bought at the same time. Then it would be possible not to spend money until the next season ... But no one canceled mistakes No. 1 and No. 2.
What to do? Do all these discounts and sales have to be forgotten? Buy 2 things per season as needed. “But how to relieve stress,” you ask?
Take sales seriously. Stores develop whole marketing strategies to squeeze as much money out of buyers as possible.
In war, as in war! Each purchase should be a well-aimed shot at the mass market ...
But seriously, just follow the following rules. Then sales will bring you only joy and benefit.
Rule number 1. Getting ready in advance
At the very beginning of the sales, and shortly before that, go to your favorite stores. Try on something, take a picture of yourself in the fitting room. Make a wishlist. Most importantly, don't buy anything. Remember, we are waiting for discounts.
- Firstly, this way you will find out what is in the stores, and which stores you just don’t have to go to on sale.
- Secondly, after 2-3 days, a lot of what you liked will change poles. You will understand that “that dress” is not so beautiful, “that jacket” has a poorly fitted back, and there will be nothing to wear with “this skirt”.
Do not be afraid that things that you really liked will be bought. It is important not to put things off, but to understand your desires. After all, having found “that very dress”, you will now understand that it is time for you to buy something white or long.
Rule number 2. Making a list
This is the rule of any deliberate shopping. A shopping list is a must if you want to avoid the mistakes listed above. And it is important to stick to the list, and not just make it! To do this, sort out your wardrobe. Separate summer clothing from autumn and winter clothing.
Remember, at the sale you will buy things of the outgoing season, and this thing will please you only in a year!
See how many tops you have, how many bottoms. Do you have enough basics? Maybe it's time to buy new jeans? Maybe you don't have a single pair of stilettos? Write on the list what you really need. From the sixth turtleneck will not be useful.
Rule number 3. Leaving money at home
Of course not all. Take to the store the amount you are willing to spend. Post your credits! By the way, let a friend do the same so that there is no way to borrow from her. First choose shoes, then go to the departments with clothes. Even if you spend a little more on shoes than you planned, this purchase will not be empty.
Rule number 4. Choose the time
You need to go shopping in sales on weekday mornings. On weekends and evenings, you run the risk of standing in huge lines, jostling in fitting rooms, and maybe even fighting over a scarf with a crazy customer. Try not to get to the store during rush hour. If your schedule does not allow for such a luxury, then queue up for the fitting rooms right away, and then go to the departments. By the way, do not forget about the men's fitting rooms.
Rule number 5. We measure things
Be sure to try things on before buying! If you followed the previous rules, then you already understand that you will have time to try on, and you will measure exactly what you planned. Do not make discounts on fitting because of the price. If something doesn't suit you, don't even take it for free..The saved rubles will not fix the pattern, and “that crease over there” will not go anywhere. Take it easy. Just measure further.
Rule number 6. Do not hurry
Don't buy right away. Put the thing aside (take a picture of it or write down your feelings, pros and cons) until you have passed all your favorite boutiques. Perhaps you will find something better there.
Rule number 7. Yielding to the trend
At the sale, you are unlikely to find edgy things, they are sold out at the beginning of the season. Be aware that everything you buy is no longer so relevant. Moreover, in a month or two the change of season will come, and things will have to be postponed for a long time. By that time, the relevance will be completely lost. Therefore, try to choose more basic models. They will not go out of fashion, they will take their rightful place in your wardrobe and will come in handy in the coming season. Opt for a pencil skirt or sheath dress instead of a blue sundress or yellow pumps.
Always pay attention to the following things:
- jacket, jacket
- practical trousers of the basic palette,
- pencil skirt, skirt in the base color of your style,
- top (t-shirt, t-shirt, bodysuit),
- light blouse,
- trench,
- sweatshirt or cardigan
- sheath dress,
- comfortable shoes (basic),
- Underwear,
- accessories.
Rule number 8. follow the trend m
See new silhouettes, unusual colors, unusual accessories. Go to "other" shops. Knowing the trends of the next season, you can successfully buy a thing that will be relevant for a long time.
Rule number 9. We are not afraid to return
If, nevertheless, you could not resist and bought something extra, do not worry. Keep receipts for purchases that you are not completely sure about. You have 2 weeks to decide. Do not believe if the seller told you that the item on sale is non-refundable. By law, such a rule can only apply to discounted goods due to marriage. Moreover, this marriage should be indicated on the price tag.
Rule number 10. Resting
Shopping can take us several hours. Be sure to rest while wandering through the boutiques. Stop every hour and a half, look for a bench. Eat ice cream, drink a cup of coffee. Consider your purchases. Under no circumstances continue shopping at bad mood or no power.
The main rule is to wear the things that you have purchased.. If you bought bright shoes - find somewhere to go in them, if you bought oversized pajamas - hem it ...
Please yourself and your loved ones.
Happy shopping!
Loading...