A surprisingly simple way to
increase sales is to continue branding your retail business at the point of
sale. Let me explain...
A primary goal of every retailer should be to brand their company name. So when
your potential customers think of [whatever you sell], they think of your
business. For example, when you hear the word "hamburger" --what's
one of the first things you think of? There's a good chance you thought of
Now you can't afford to buy "top of mind awareness" by spending
millions on television commercials (like McDonalds does). However, you can
improve your name recognition by incorporating a few simple techniques at your
point of sale.
The great thing about this technique is that it's cheap and effective! Just
consider the "traditional" marketing methods to build your brand
name. To name a few, they can include direct mail, newspaper ads, TV
commercials, and radio.
These are all effective means of marketing but they aren't exactly cheap. Take
direct mail as an example. This is a highly effective marketing method that all
retailers should consider. In order for you to send a direct mail message you
will spend (at the very least) 50 cents for each mailing piece.
To put things in perspective, the marketing method I'm going to share only
costs a few cents for each message!
Give your customers great branding messages at the point of sale. For example,
every time you print a receipt include a coupon with your business name, logo,
tagline and the promo.
You could even configure your point of sale software to print different coupons
depending what merchandise the customer purchased. In addition, some receipt
printers allow you to print logos and catchy graphics on the receipt or coupon.
For example, most "thermal" receipt printers allow you to print
graphics. And some allow you to add a color (like red) to stand out and catch
Let me explain why this method is effective...
You see, the great thing about coupons is that a lot of people will hang onto
them for a while (just in case they decide to use it). So they'll probably take
the coupon home and put it on their counter or somewhere they can find it
again. If you have a good logo with your tagline on the coupon, they will see
your business name when they put the coupon away. And when they clean up their
house, they'll find the coupon again and try figure out what the coupon was
for. So they'll see your name again and hopefully your tagline at least twice.
This repetition is building your brand and improving your name recognition for
just a few cents. This is cheaper than a 37 cent stamp for direct mail!! And
direct mail is still considered a very cost effective marketing tool.
Remember... the more your potential customers see your name and hear your
tagline, the more likely they will remember your business when they need to buy
something. By increasing your advertising touches, you can build more brand
awareness and increase sales for your business! That's why it's best to use
multiple marketing methods and hit them from several angles.
Here are a few tips to put this method into action:
First of all, you could simply have the coupons printed professionally for a
reasonable rate and hand out the coupons at the point of sale. The drawback,
however, is that you will be stuck with the same coupon for a long time.
That's why I really like the idea of printing your own coupons.