🍒 Low Hanging Fruit
🍟 Fries With That
🎁 ‘Tis the Season
🍒 Low Hanging Fruit
You don’t need a reason to announce a promotion. In fact, make it random. When customers aren’t expecting it, give them a reason to buy!
The Low Hanging Fruit campaign is a simple, compelling offer that will provoke a purchase. What’s something your customers value that you can offer them at strategic times throughout the year?
For instance:
- Free Shipping. This is common for consumer products, but can be a real value add in B2B purchases where freight is heavy and expensive.
- Volume Discounts. Offer price breaks to buy in bulk or stock up on inventory.
- Bundle Value Adds. Include extra products or services with a core product to make buying it a no-brainer.
The core benefit of a Low Hanging Fruit campaign is to condition customers to buy from your regular marketing content. It doesn’t take much. Simply including three to five promotions a year will train customers to read your content (email newsletters or social posts) so they don’t miss out on valuable deals.
It’s best to keep the timing of these promotions random so that customers don’t adjust their buying behaviors for the promotions. Also, run these campaigns when its most advantageous for the company, like when you have seasonal dips in demand.
One Stat to Watch
64%
64% of consumers will shop online this Black Friday, with 36% seeking deals on social media, according to Wisernotify.
🍟 Fries With That
McDonald’s famously trained their cashiers to ask, “Do you want fries with that?” That simple question nets McDonald’s an additional 15% or more in profits annually. 🤯
“Fries With That” is my shorthand for an up-sell campaign. What additional products or services can you offer to clients at the point of purchase?
For instance
- Apple sells you AppleCare when you purchase a new device.
- Amazon trained us to make a minimum size purchase to receive free shipping.
- Uber Eats offers additional items before you check out.
A good Fries With That promotion will increase the average size sale by 15-20%. You want to choose items that are valued and naturally aligned with the products or services the customer is purchasing.
By offering more, you are helping your customers achieve a total solution.
🎁 ‘Tis the Season
It’s Black Friday this week and the biggest shopping day of the year. Consumer spending is projected to reach a record $10.8 billion, a 9.9% increase from 2023.
Holidays are effective times to run promotions, because consumers are already shopping. They’re looking for deals. All you have to do is serve that demand. It’s really, really easy marketing!
All businesses — from B2B to B2C — can run seasonal promotions. Black Friday is just one of many options:
- Cyber Monday
- Boxing Day
- Valentine’s Day
- Mother’s Day
- Easter
- President’s Day
- Chinese New Year
- Halloween
You don’t have to participate in every seasonal promotion. Choose the ones that are relevant for your brand and your customers.
By layering multiple offers through the year — Low Hanging Fruit, Fries With That, and ‘Tis the Season — you can engage your customers and condition them to buy from you again and again.
For all our American friends and family, have a safe and happy Thanksgiving!
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