Every small business has them. Specific days and times during the week when traffic seems to slow to a trickle. But just because there are lulls doesn’t mean you can’t do something about it. When you’re looking for ways to attract more customers during those off-peak times, daily deals are the way to go.
I’m not talking about taking a huge hit by offering discounts through sites like Groupon or Living Social, I’m talking about coming up with your own unique specials that are geared specifically towards your unique customers.
What’s great about daily deals is they give you the opportunity to try and influence your traffic patterns. By offering discounts on specific days of the week, you’re giving your customers something to look forward to, helping to build anticipation, and creating real value.
Who wouldn’t like to get 1/2 off a medium espresso latte on Tuesday? All day? That discount might only be a buck or two, but it can definitely make a huge difference for prospective customers who might otherwise be on the fence.
Beyond the obvious benefits of daily deals, they also give you a chance to get creative and showcase the unique personality of your small business. You can come up with up fun and interesting names, distinctive promotions and offerings, and new content to share with your customers.
And speaking of sharing—daily deals won’t work if you keep them a secret. Once you map out your offerings, you need to look for every opportunity to remind your customers about them.
That includes social media, in-store signage, your website, and any other marketing materials you use to promote your business. The more you communicate them, the more likely your customers will remember them (and ideally tell lots of their friends).
So what makes a great daily deal campaign?
- Each offering needs to be something special. As a foodie, I have to say there’s nothing worse than seeing something advertised as a lunch special only to find the same exact item on the menu for the same exact price. If you’re calling something special—that means it’s either got to come with a discount or be something that you don’t offer all of the time.
- Each offering needs to be something your customers actually want. Spend some time thinking about your products and services to make sure you’re targeting the right mix of offerings. Once you implement your campaign, keep an eye on sales and tweak your campaign accordingly.
- Each offering needs to provide value. If there’s one thing that drives me absolutely bonkers from my days working in retail management, it’s when small businesses fail to communicate value. If something is $1 off, say it’s $1 off. Saying something is “on sale” or “special” is all well and good, but if you really want to turn heads, you’ve got to communicate savings. People get that.
What do you think makes a great daily deal?
Share your thoughts below.
By: Shawn Graham
[Image: Flickr user Rick]