GATHER RESOURCES

Before you begin work on customer promotions and incentives, be sure you have prepared a Campaign Plan and a value proposition.

STEP-BY-STEP TO SUCCESS

1. Evaluate customer decision-making process

What factors will most influence your customers’ motivation to act immediately?  Try to appeal to what pressing pain point your product or service alleviates.

2. Tie your incentive to a theme
   Successful marketing campaigns rely on a strong theme. Make sure your promotion or incentive is directly linked to your theme. Example: If your theme is greater ROI, offer customers a free calculator so they can “add up the savings.”

3. Evaluate the possibilities

Choose an incentive that will spark an interest and grab attention. Here are some you might consider:

Services:

• Customer needs assessments
• Customer software evaluations
• Customer seminars
• Webcasts
• Demos

Tangible items:

• Customer self assessment checklists
• Case studies (or examples of success)
• Whitepapers
• Industry reports

4. Tier your incentives
   Plan different levels of incentives, tailored to the audience. For example, you might offer long-term customers whitepapers and industry reports specific to their needs, but to new customers you may offer a free needs assessment. To really entice new customers, offer greater incentives to encourage greater involvement.

Example: Free trial software for 30 days to new clients. Existing customers may evaluate for 90 days and get a 15% discount off purchase.

5. Test various offers
   As you build your campaign, segment into groups that will enable you test for most successful offers. Adjust your course accordingly.  
   

6. Gifts

A special note on gifts:  Be aware of cultural sensitivity and company restrictions that may exist around accepting gifts.

7. Define your expiration

Compelling offers almost always have an expiration date in order to encourage quick response. A deadline also gives you a valid reason to contact a prospect in order to notify them that the “exceptional offer” is about to expire.

Example: “Your free technology assessment expires in 30 days—don’t miss this valuable opportunity to get a personalized report about how you compare to your peers in the industry.”