What is an Offer and Why is it Important?

Marketing offers are generally sent to customers with the goal of producing increased ticket sizes, improving customer loyalty, or creating awareness of a new item or service in the store. The right offer can attract new customers and retain loyal ones, if the customers feel they are gaining value from receiving them.

Attracting New Customers

A great offer can entice new customers to walk through your doors. If a salon advertises 15% off a haircut or service in the window, people walking by will choose to walk in and receive a discount instead of visiting the salon down the street. In the highly competitive salon industry, winning new guests is essential. But what if the potential customer sees the sign after business hours or the potential customer doesn’t yet need a service?

In this instance, text clubs are a great way to attract new customers. By placing the call-to-action to join your text club with an enticing offer in the window or on your social media page, your guest now has an offer that’s ready when they are.

It’s important to get the greatest number of people possible to sign up for your text club so the messages you are sending reach a wide audience, and bring more guests through your door. To gain text club subscribers, businesses should give customers a reward for signing up. This reward could be any number of products or services, but the opt-in offer must have a high perceived value if it is going to attract subscribers.

The better the offer, the higher the redemption rates. Opt-in offers that attract new customers usually excite them with something free or discounted. When customers feel valued and are getting a fair deal from their loyalty to your business, they have no reason to go anywhere else.

Retaining Customers

Special offers hold a lot of clout among consumers and are a key part of building brand loyalty. When businesses reward customers for their loyalty, a mutually beneficial relationship develops.

When developing this relationship, sending ongoing offers is important. You could send bounce back offers to guests who have redeemed their first discount, personalized based on the offer they have already redeemed. Bounce back offers are created with the aim to increase check size during the guest’s next visit. Guests are only eligible for the bounce back offer when they revisit your business, it rewards guests for returning by providing them with even greater value.

It is also important to remember that ongoing offers don’t always need to contain a discount. Instead, awareness messages can include information on new products and exclusive services. Target these personalized notices to specific customers and make guests feel valuable, thereby increasing loyalty.

Ongoing offers reward returning customers for their loyalty. Some of the best preforming offers give the customer an opportunity to add a new product or service to something they are already buying. For example, create a sense of urgency by offering a free or discounted product if they come for a haircut within the next week. Customers may feel a sense of lost value if they let the offer expire. Therefore, they are motivated to make a purchase that might have otherwise been delayed.

Producing Value for Your Customers (And Yourself)

Your guests want to feel like they are getting something that they are unable to get anywhere else. Sending messages to inform them of new products or services they might be interested in adds value by making them feel like they are part of the brand community, and privy to special offers and notifications first. Whether it is discount, bounce back promotion, or awareness message, offers provide value to your guests.

Loyal customers are more likely to explore new products and services, and spend more as they already trust your brand. In fact, 20% of your existing customers generate 80% of your profits. Once guests are devoted, they will work to promote your business for you. Word of mouth is a powerful marketing tool.

When you make offers to your customers, the investment will pay off.

Brooke Sherrill

Author Brooke Sherrill

Marketing Communications Manager

More posts by Brooke Sherrill

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