In this article, we will look at the question of how to write an ad about discounts, presenting a composition algorithm and many discount options with which you can create your own unique ad about discounts.
About "DISCOUNTS". Yes, the word “Discount” still attracts, and will continue to attract the attention of consumers for a long time, such is human nature. How to write an ad about discounts? To whom should discounts be given and, in general, what types are there? Perhaps, in order to stand out from the many competitors offering discounts, develop your own, original ones, for different categories of clients?
Some questions will be answered in this article, some you will have to answer yourself by analyzing your business, products, services, competitors, clients. It's not difficult, even interesting.
So, you need to write an ad about discounts
If you have “discounts” or a “flexible discount system”, you need to add this paragraph:
- if there are permanent discounts- to someone. Think about who needs your product or service, who else can be considered your potential clients, break the general portrait of your customers into smaller and more precise segments, contact each with a targeted ad, make an interesting discount for each of them;
- if there is a temporary discount- “promotion” for everyone, then you need to indicate a specific period of validity, a specific amount (percentage) of the discount, show clearly how much this product costs and how much you are selling it for during the discount period.
Analyze your product, the product of your competitors, formulate such an offer so that your competitors could not make it, or did not make it. Tell people (preferably in one compelling sentence) why they should buy something from you, at a specific time period, and not from another company.
The general structure of a discount advertisement involves the use of one or more discounts at a time. It is almost impossible to imagine a situation in which a company uses all the discounts, however, 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 issues related to the current topic of drawing up a “discount announcement”.
What goals does the company pursue when announcing a price reduction:
- long-term or short-term profit maximization;
- increasing awareness of companies and their products;
- capturing dominant positions in the market;
- maintaining leadership in prices;
- preventing the threat of potential competition;
- increasing buyer interest (using discounts in the early stages life cycle goods, when potential consumers should be interested in purchasing goods and services);
- a way to get rid of illiquid stock (outdated and/or products that are not in demand).
Your discount ad should be understandable even to a child.
Explain in an ad with discounts simply and clearly: for whom the discounts are intended, in what cases the buyer can receive a discount, and in what amount. Uncontrolled provision of 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 discount on the entire purchase volume. Quite often used as an event discount (associated with some event or event), for example, in connection with the opening of a new branch.
- Quantity discount (sometimes called bonus, and can be cumulative in nature). It is already clear from the name that when purchasing a certain quantity of products, the buyer receives an agreed percentage discount.
- Credit discounts they assume that over a certain period of time a predetermined number of goods is “collected” (or goods are purchased for a certain amount). A credit discount allows small customers to accumulate points and ultimately achieve significant discounts on repeat purchases.
- Discount for regular purchases (discounts for regular customers, discounts for loyal customers). In other words, 20% of regular customers can bring 80% of the profit, 20% of efforts should be aimed at finding new customers, 80% on 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 over competitors (price advantage).
- Assortment discount This is a tool for stimulating sales of a certain category of goods, usually used in two cases: either when purchasing several related products, or to stimulate the purchase of goods from different product groups in the case where the manufacturing company has a very wide range.
- Discount for terms of payment. A discount is provided, for example, if payment is made in cash.
- Discount for delivery/delivery conditions are used when the buyer takes on part of the services provided by the company, for example, removes the goods himself.
- Seasonal discounts are offered to customers in certain periods, usually 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 in cash, but is transferred to the buyer in the form of additional goods (for example, in a “two for the price of one” sales option, a discount coupon for a future purchase, a gift for a purchase, free shipping etc.).
- Special discount represents a discount for relationships and is provided to some clients for special merits within the framework of 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 clients, 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, Senior Citizens' Day, Children's Day, etc. These discounts are regarded as a manifestation social responsibility, and to a lesser extent - how to work with the target audience.
And this is not the entire list of types of discounts. Discounts are also tied to certain events, both in the life of the country and of an individual, for example, discounts on a birthday, anniversary, wedding day, etc.
Tired of traditional discount ads or not working?
Come up with your own, original ones that work for your business and create an original announcement about discounts. At least it won't go unnoticed.
For example, one advertising agency launched the “February frosts” promotion, depending on how low the thermometer drops, the discount percentage will increase by that much. However, it is quite difficult to accurately predict changes in weather conditions, so it is necessary to resort to such discounts with caution, so as not to have to calculate losses later.
In our agency, for example, in addition to traditional discounts, there are discounts in the “first client” category (the first client from a given region, city, the first client to order a certain service, etc.). Yes, there is also a discount in the “compatriots” category: fellow: Although this discount can be considered discriminatory (discount packages will be posted later).
How to write an ad about discounts?
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 an advertisement about discounts and a layout for placement are developed.
There are no canons here, the basic rule is: your ad must be understandable to the audience to whom it is addressed.
- Who is holding the action?
- For whom discounts are provided;
- What is the size of the discounts?
- What you need to do to purchase a product or service at a reduced price;
- Discount validity period;
- Company address, opening hours, telephone numbers.
To better remember and attract more attention, you can come up with original name promotions, connect with some event (thematic), appeal to a narrow target audience, make an effective design (the main thing is not to overdo it, so that the main meaning of the message is not lost behind the creative design).
Sample advertisement for a discount. Advertising modules for print advertising:
Sample of an original advertisement for a discount
On the facade of its own building, one small store made a large sign, where in large letters it was written: “Urgent grand sale due to the closure of the store,” and below in small, small letters there was a note: “We have been closing for 10 years.” Cheap and effective.
Sample ad for a discount from a joke:
Hello! Chief! Nobody takes our goods! What to do?
- Raise the price another ten percent and hang up a big poster:
"Grand sale! Elimination of customs confiscation! Prices reduced by 40%!" People love these magic words.
You should always remember that if managed skillfully, a discount is a good motivational incentive for the buyer. It allows you to maintain long-term customer interest in the supplier and its products.
It is necessary to constantly monitor changes external environment: events in the country, world trends, actions of competitors, etc., quickly respond to these changes, receiving tangible benefits, as in financially, 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 of goods and services”.
How to “bind a client” to your store or business?
You need the customer to return to you again and again for purchases after the promotion, moving to the "category" Regular customer"After all, sales are held not only to get rid of illiquid stock, but also to attract customers, with the hope that they will become permanent.
In fact, after the period ends promotion, sales end, and customers disappear. Where are the clients? They're on another sale. Therefore, when holding sales, announcing discounts and attracting new customers, do not forget to ask the buyer to leave his email address, and then from time to time on certain occasions send letters about new arrivals, new promotions for existing clients, competitions, etc.
It is necessary to periodically remind yourself. This is no longer spam, your customers have agreed to receive messages from your company, work with them - it will cost you less and much more profitable than launching new promotion, write a new ad about discounts.
And if you have ensured that, based on your advertisements about discounts and promotions, a client comes to order a service or purchase a product, then you need to increase sales in the office; see how to do this in our article.
Happy sales and working discount ads!
“They stuck a new price tag on the old one, with a larger amount, crossed it out and pretended that they gave a discount. Scam!”, “It says “discounts up to 90%,” but normal things have not become cheaper!” Those who work in fashion retail regularly hear such complaints from customers. Our people always feel like they are being deceived. I've 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 price of an item as a discounted price? Because this technique 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 crowd, a large percentage are people who live nearby and come to the shopping center on weekends to go shopping. They know the assortment, remember the cost of items and wait for discounts in order to pick up a specific dress. If you “increase” the price during the sales season, these buyers - your loyal audience - will immediately notice the catch and stop trusting you. Or worse: they will create a scandal on social networks, leave the store themselves and take away several more people. Who needs it?
Where then does the tag have 10 price tags pasted on top of each other? And why is the final price with the stated discount still unprofitable? It's about the sales strategy that the brand follows. There are two main ones. First: sell things at an adequate price and organize seasonal sales, come up with promotions and give discounts on weekends and holidays. This is how most people work. The second option: make a crazy markup on the product, and then imitate discounts all year round. Stupid politics, but it also has a right to life. There are such brands in Almaty - on the windows of their stores there are eternal stickers “-40%”, “-50%”, “-70%”. They are simply gradually lowering their exorbitant price, so the discounts are not felt and it seems that you are being fooled.
Two of retailers' favorite words are "promotion" and the magic preposition "before." The most wonderful promotion - "1+1 = 3" : Buy two items and get the third as a gift. “Freebie!”, buyers think and immediately sweep clothes off the shelves. And no one thinks: if you bought two things, say, 10 thousand tenge each and took a 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 that the store doesn’t mind. In return, you are forced to buy two items at full price. And 30% is if you find three things at the same price, and this rarely happens. Usually things are chosen cheaper, and the discount is “smeared out” even more - on average it turns out to be 22-27%. The store sold more goods and improved its performance, you received your “gift”. Everyone is happy.
But if it said “-30%” on the window, you wouldn’t even go into the store - such a discount, as a rule, does not work. And everyone loves “1+1 = 3”. And they also buy at “-50% on the second item.” Although the overall discount is also small, only 25% for each item.
Now about the preposition "before". Let's figure out the principle by which discounts are set at sales in the mass market. First, the company analyzes its sales: what is going well, what is not being taken, how many popular and illiquid items are left in stores. After this, all products 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 reserves will last for another five years, are the first to be demolished - they get the most big discount. It is resolved something like this: “Remember that terrible pink top with a bow from last year’s collection, the buyer’s disgrace? Let’s give it minus 90 for the holiday?” the analysts shout. “70, what if he also has fans!” - the manager answers, and the top goes on sale. It hung in the store for a week, and after another analysis it turned out that they were taking it poorly. Then the discounts deepen, the hopeless top becomes even cheaper. And - the magic of a sale - this makes it look dramatically better in the eyes of buyers. We are counting on your greed: in a sober mind and strong memory, you would not have bought this thing, but now, when it costs a conventional 999 tenge, you grab it along with other purchases - in case it comes in handy.
Category A, as a rule, does not become cheaper at all or receives a small discount. But during the sale it seems like everything is discounted - we have a special trick for that. Usually in a store clothes are displayed by collection. And during the discount period, items are re-ordered 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 was mixed: things from ancient collections with maximum discount and new ones 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 illicit goods, 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 discounted sweaters. You still won: you took what you wanted and spent less than you could without discounts.
From September 1, 2018 in the stores "Big Fashion" and "Grand Persona",
There are 20% discounts on the latest model.
Don't miss the opportunity to purchase with special benefits! The range and quantity of goods is limited.Please read the terms and conditions of the promotion before making a purchase.
We wish you a pleasant shopping experience!
Conditions of the Promotion:
The range and quantity of promotional products is limited. The Promotion Organizer has the right to end the Promotion early if the Promotional items are out of stock in stores.
Conditions for 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, excluding the day of purchase, according to current rules: the buyer is refunded the amount specified 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 the retail prices and promotions in effect at the time of return . It is possible to receive a discount on the Promotion during an exchange only if the sale of a new product is made during the period of the Promotion and according to its terms, and the price has not changed according to the price list.
Exchange and return of goods of inadequate quality purchased under the Promotion are carried out in accordance with the current legislation of the Russian Federation. It is possible to receive a discount on the Promotion during an exchange only if the sale of a new product is made during the period of the Promotion and according to its terms, and the price has not changed according to the price list.
You can get answers to questions not described in the above conditions from Sales Consultants.
Discounts in the store: myth or reality?
The concept of sale, sale (from English. sale) came to us from the West, where the purpose of discount promotions is to free up shelves and warehouses 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 favorable prices for the store.
So, what tricks do sellers resort to to attract buyers and increase sales?
Artificial price hike – widespread and legal consumer deception. The essence of this technique is to initially inflate the price of certain group goods. Imagine a situation: you have been looking at a product you love in a store for a long time, but you are not in a hurry to buy it because of the high price. Suddenly the store reduces the price by half, or even three, and you are already the happy owner of a long-awaited purchase, not realizing that the seller sold you the goods at exactly the price you wanted. This deliberate inflation of prices allows competent marketers to create the impression among customers that they are making a profitable purchase, forming a positive opinion about the store, and without losing any profit.
The dishonest but effective method of re-sticking price tags is also a common occurrence. . During a sale, the price of the product does not actually change significantly, but the buyer purchases the product at its regular price with the firm confidence that he is making an economical purchase, because the attached price tag with an inflated price tells him that the product is now at a discount. This trick works on a subconscious level: it is more pleasant for the consumer to buy a product, believing that he is saving money, which makes his purchase justified, even if the item was not particularly needed.
Seasonal discounts , perhaps the most honest type of discount. During this period, you have the best chance of buying an item at a price that is actually lower than during peak times. With one caveat - such discounts are offered at the end of the season, so they include inventory, there is a high probability that you will not be able to find your size, your choice will be much more limited than when purchasing from a new delivery.
Be careful! IN grocery stores discounts are often offered on food products that are about to expire.
Attractive promotions that already include all discounts:
- “Today only!”, “Last day of sale”, “Last product” - such slogans are aimed mainly at attracting a client, the task of marketers is to lure you into the store, and then it’s up to the sellers 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 stock.
- Discounts “up to 70%, 80%, 90%” - a popular psychological technique, the key point here is not the size of the discount, but the small pretext “before”. 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 items.
Helpful Tips:
Always buy only those things that you really need and plan; often, under the influence of psychological tricks of marketers at sales, you buy an item or equipment that you do not really need;
When buying at a sale, look not at the size of the discount, but at the final price, it is this that determines your purchasing power and the feasibility of the purchase;
The statement “products with a discount cannot be returned or exchanged” is illegal; a discount does not relieve the seller of the obligation to accept the defective product (excluding the defect for which the discount was offered) or exchange it within 14 days.
Sales have become commonplace for us. Before the season change (when new collections are brought to stores) 2-4 weeks shopping centers don't overcrowd. From all over, like flies to honey, young ladies and gentlemen flock to tempting signs about 30%, 50%, 70% discounts. 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, look around at their updated wardrobe and realize that they have made the same mistakes again, succumbing to their mood.
Mistake #1: the same thing!
Often new things are too similar to old ones. Every person has an established “I-image”. It doesn’t matter for what reasons it was formed, but changing it consciously is not something everyone can do. Therefore, even with a sincere desire to change and try something new (for which sales are very suitable), we often simply update the closet shelves with the same colors, styles and textures.
Mistake #2: Why did I buy this!
We open the packages and measure them. Class! Beautiful, bright... And what to wear it with? There are a lot of things, but they don’t fit together. Trying not to make mistake number 1, we make the second. From now on, the item deservedly occupies one of the far shelves in the wardrobe.
Mistake #3: You'll have to go on a diet
Having spent a large amount on cheap things, we were not chasing quality, but quantity. Now that half your salary and a couple of credit cards are left in store cash registers, it’s time to think about saving. Everything would be fine if the things were bought correctly. Then there would be no need to spend money until the next season... But mistakes No. 1 and No. 2 have not been canceled.
What to do? Will all these discounts and sales really have to be forgotten? Buy 2 things per season as needed. “How to relieve stress,” you ask?
Take sales seriously. Whole stores are being developed marketing strategies to squeeze as much money as possible out of customers.
In war, like in war! Every purchase should be a well-aimed shot at the mass market...
But seriously, just follow these rules. Then sales will bring you only joy and benefit.
Rule #1. Getting ready in advance
At the very beginning of sales, and shortly before that, walk through your favorite stores. Try something on, take a photo of yourself in the fitting room. Make a “wants” list. The main thing is don't buy anything. Remember, we are waiting for discounts.
- Firstly, this way you will know what is in stores, and which stores you won’t have to go to during sales.
- Secondly, after 2-3 days, much of what you liked will change poles. You will understand that “that dress” is not so beautiful, that “that jacket” has a poorly fitted back, and “that skirt” will have nothing to wear with it.
Don’t be afraid that people will buy things that you really like. It is important not to put things off, but to understand your desires. After all, having found “that dress,” you will now understand that it’s time for you to buy something white or long.
Rule #2. Making a list
This is the rule of any intentional shopping. A shopping list is a must if you want to avoid the mistakes listed above. Moreover, it is important to stick to the list, and not just make it! To do this, sort out your wardrobe. Separate summer season items from autumn and winter ones.
Remember, at the sale you will buy items from the outgoing season, and this item will delight you only in a year!
Look how many tops and bottoms you have. 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. The sixth turtleneck won't do any good.
Rule #3. Leaving money at home
Of course not all. Take to the store the amount you are willing to spend. Lay out the credit cards! By the way, let your friend do the same so that there is no opportunity to borrow from her. First choose shoes, then go to the clothing departments. Even if you spend a little more on shoes than you planned, this purchase will not be empty.
Rule #4. Choosing a time
You should go shopping for sales on weekday mornings. On weekends and evenings, you risk standing in long lines, jostling in fitting rooms, and maybe even fighting over a scarf with a crazy customer. Try to get to the store not during rush hour. If your schedule does not allow such luxury, then queue up for the fitting rooms right away, and then go through the departments. By the way, don’t forget about men’s fitting rooms.
Rule #5. We measure things
Be sure to try things on before purchasing! If you followed the previous rules, then you already understand that you will have time to try on, and you will try on exactly what you planned. Don't make discounts on fittings based on price. If the item doesn't suit you, don't take it even for free. The saved rubles will not correct the pattern, and “that fold over there” will not go away. Calm down. Just keep measuring.
Rule #6. Take your time
Don't buy right away. Put the item aside (take a photo of it or write down your feelings, pros and cons) until you have visited all your favorite boutiques. Perhaps you will find something better there.
Rule #7. Giving in to the trend
You are unlikely to find trendy items on sale; they are sold out at the beginning of the season. Be aware that everything you buy is no longer as relevant. Moreover, in a month or two the season will change, and things will have to be postponed for a long time. By then, the relevance will be completely lost. Therefore, try to choose more basic models. They will not go out of fashion, 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, blazer
- practical trousers of a basic palette,
- pencil skirt, skirt in the basic color of your style,
- top (T-shirt, T-shirt, bodysuit),
- light blouse,
- trench coat,
- sweatshirt or cardigan,
- sheath dress,
- comfortable shoes (basic),
- underwear,
- accessories.
Rule #8. Follow the trend m
See new silhouettes, unusual colors, unusual accessories. Go to “other” stores. Knowing the trends of the next season, you can successfully buy something that will be relevant for a long time.
Rule #9. We are not afraid to return
If you still couldn’t resist and bought something extra, don’t worry. Save receipts for purchases that you are not entirely sure about. You have 2 weeks to decide. Don't believe it if a seller tells you that a sale item cannot be returned. By law, such a rule can only apply to discounted goods due to defects. Moreover, this defect must be indicated on the price tag.
Rule #10. Let's relax
Shopping can take us several hours. Be sure to relax while wandering around the boutiques. Stop every hour and a half and look for a bench. Eat ice cream, drink a cup of coffee. Think about your purchases. Do not under any circumstances continue shopping at bad mood or without strength.
The main rule is to wear the things you purchased. If you bought bright shoes, find where to go in them, if you bought pajamas that are too big, hem them...
Make yourself and your loved ones happy.
Happy shopping!
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