Increase sales and build customer loyalty with promotional techniques

In terms of non-media communication, promotional or sales promotion techniques are one of the most effective ways of improving sales and building customer loyalty.

The aim of promotional techniques is to push the product towards the consumerat the very moment of his or her purchasing decision.

But what are the advantages of using these sales techniques? What are the different types of promotional techniques, and what are the best practices for applying them effectively? Find out in this article.

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What are promotional techniques? Definition

Promotional techniques are all methods of stimulating sales based on temporary offers that are economically attractive to the consumer.

They are designed to encourage the purchase of a product or service. They may be called

• sales promotion techniques ;
• commercial promotions ;
• promotional marketing ;
• promotional action, etc.

The aim of promotional techniques and strategies is to encourage customers to buy at the very moment of their purchase, by means of limited offers:

• in time (to encourage direct purchase)
• in the number of products offered (to speed up the purchasing process).

What are the advantages of using promotional techniques?

Increase your sales

Promotional techniques help companies to increase the number of goods sold, and thus their revenues. The more attractive promotional offers are, the more customers will buy.

Although a price reduction is often used to achieve this objective, it does not have a significant effect on your margin since the quantity purchased is increased. Promotional techniques remain the quickest and most effective way of maximizing sales.

Retaining existing customers

Once a customer has subscribed to your newsletter or made a purchase by sharing their details (e-mail, telephone number, etc.), they will receive regular sales promotions. This will stimulate their purchasing act and nurture customer relations, which will build loyalty over the long term.

👉 Tip: Personalize your customer e-mails and sales promotions to build customer loyalty and encourage purchasing decisions.

Example: "Hello Julie! Here's a selection of products currently 20% off that you might like!"

Win over potential new customers

Promotional techniques reinforce your product's image and encourage " word of mouth" and the sharing of information. Students pass on good deals, families pass on interesting promotions...

👉 This brings in new prospects, and therefore new customers to retain.

Enhance your brand image

Promotional techniques are a great way for your brand to raise its profile. People are more likely to talk about a company that offers attractive prices and benefits.

What are the different promotional activities you can use to boost sales? (examples included)

Price reduction

Price reduction is one of the most effective tools for triggering a sale. This type of sales promotion enables you to improve consumers' purchasing power, and to give them the impression of having made a good deal, which helps to considerably increase their satisfaction.

Price reductions can take several forms:

• Vouchers and coupons, which indicate a specific amount of discount on the regular price;
• Additional products: for the purchase of one product, the second is offered;
• Special offers: to create a sense of urgency "immediate discount before**/**".
• Group sales: a package of several products at an attractive price.

Bonus sales

A bonus is a product or service that is given away free with the purchase of a product. Its purpose is to encourage purchase. For example, when you buy a cell phone, you'll receive free earphones or a case. Bonus sales can take several forms:

• Direct bonus: An additional item is offered directly after the purchase of the product.

  Example: a haircut is offered with the purchase of a blow-dry.

• The deferred bonus: A gift is offered once the customer has made a certain number of purchases.
  Example: a free sandwich offered after the purchase of 5 menus.

• Container bonus : Your product's container is unique and can be collected or used.
  Example: mustard glasses.

• The extra product bonus: You offer your customer an extra quantity of product for the same price.
  Example: shampoos, shower gels, juices...

Competition games

Games are very popular in today's society. Whether video games, board games or cash games, they're all popular. These games stimulate sales through the promise of a prize.

These include

• Games and lotteries : these are sales operations based on luck, with promises of winnings.

  For example, when you buy a menu at a fast-food restaurant, you receive a prize card that may or may not entitle you to win a sum of money.

• Competitions : the brand gives you instructions on how to take part in a competition to win a gift.
  Example: on social networks, brands ask you to share the publication and subscribe to the page to take part. The winner receives free products.

Trial and sampling

Promotional techniques based on trial and sampling take 3 forms:

• Product trial: the customer tries out a new product with no obligation to buy.

  Example: a free discovery session is offered to new members of a gym or dance studio.

• Demonstration : you present your product, how it works and its qualities. A trial and/or tasting session is offered immediately afterwards. This technique is frequently used by supermarkets.
  Example: a tasting of a new cheese in a supermarket outlet.

• Samples: the brand distributes free product samples, or a very small quantity that you can try out later. This is a great incentive to buy (and it's always a pleasure! 😉)
  Example: large cosmetics stores that offer several small perfume or make-up samples following a purchase.

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Good practices and mistakes to avoid

Promotional techniques are real performance drivers, but you need to get them right. Here are a few best practices and mistakes to avoid.

Best practices

• Find out about the various regulations governing promotional offers. For bonuses, for example, there is a legal maximum amount that must not be exceeded.
• Games and lotteries must be well supervised and comply with legal regulations. For example, a game that offers the chance to win a prize by drawing lots is only permitted if there is no obligation to make a purchase or financial contribution.
• It's also a good idea to run promotional offers during holidays or special days (Christmas, Valentine's Day, Black Friday...).

Mistakes to avoid

• Don't advertise or promote falsely, as this could backfire.
• Don't be too intrusive, and leave the choice to the customer.
• With regard to batch sales, it is forbidden to link the sale of a product to the purchase of another service. The general rule is that the buyer must be able to purchase each product separately.

  However, certain practices are tolerated, such as products grouped together in a single package by the manufacturer.