Increase your sales and build customer loyalty through promotional techniques

In terms of non-media communication, promotional techniques 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 their 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 the answers 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 consist of encouraging the purchase of a product or service. They can be called various things:

• sales promotion techniques ;
• sales 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 them to buy directly)
• on the number of products offered (to speed up the buying 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 revenue. The more attractive the promotional offers, the more customers will buy.

Even though 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 are still the quickest and most effective way of maximising sales.

Retaining your existing customers

Once one of your customers has subscribed to your newsletter or made a purchase by sharing their details (email, telephone number, etc.), they will receive regular sales promotions. This will encourage them to make a purchase and nurture the customer relationship, which will build loyalty over the long term.

👉 Tip: Personalise your customer emails and sales promotions to increase customer loyalty and encourage them to make a buying decision.

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

Win over potential new customers

Promotional techniques reinforce the image of your product and encourage " word of mouth" and the sharing of information. Students pass on good deals to each other, families pass on interesting offers to each other...

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

Enhance your brand image

Promotional techniques are an excellent way of getting your brand known. People are more likely to talk about a company that offers attractive prices and benefits.

What are the different promotional activities that can help you sell better? (examples included)

Price reduction

A price reduction, or price cut, is one of the most effective tools for triggering a sale. This type of sales promotion allows you to improve consumers' purchasing power, and to give them the impression of having made a good deal, which considerably increases their satisfaction.

Price reductions can take several forms:

• Vouchers and coupons, which indicate a specific amount of discount on the usual 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 of charge with the purchase of a product. Its purpose is to encourage purchase. For example, when you buy a mobile phone, you get 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 to the customer once a certain number of purchases have been made.
  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, etc.

Competition games

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

These include

• Games and lotteries : these are commercial operations based on chance with promises of winning.

  For example: when you buy a menu in a fast-food restaurant, you receive a prize card that allows you (or not) to win a sum of money.

• Competitions : the brand gives you instructions on how to enter a competition to win a gift.
  Example: on social networks, brands ask you to share the publication and subscribe to the page to enter. 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 also offered immediately afterwards. This technique is frequently used by supermarkets.
  Example: a tasting of a new cheese in a supermarket.

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

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Good practice and mistakes to avoid

Promotional techniques are real performance drivers, but you need to get it right. Here are a few good practices and mistakes to avoid to help you along the way.

Good practice

• Find out about the various regulations governing promotional offers. For example, for bonuses 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 a good idea to offer promotional deals during festive periods or special days (Christmas, Valentine's Day, Black Friday, etc.).

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 buy each product separately.

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