One thing is certain in the world of business: it’s competitive. If your customers don’t know that you exist, you’re not likely to carve out a market niche that lets your business grow the way you want it to.
So, what’s the solution for getting noticed in an often-saturated industry?
While every company knows the value of promotions in marketing to potential customers, few take it a step further to run promotions all year long. If you are only running targeted promotions once or twice a year, you could be missing out on making the impact you need to stay relevant in your local market.
Think about it—
How many major brand names do you have associated with major holidays or a certain season? That’s no coincidence, as these brands market heavily at key points in the year to catch the attention of a lot of customers at once—but wouldn’t it be even better if these customers turned to them at other points of the year, too?
That’s where ongoing promotions can make a difference in your marketing strategy.
4 Major Benefits of Running Ongoing Promotions
Understanding the benefits of ongoing promotions vs seasonal advertising is the first step in deciding if this is the right move for your business. When you break it down, the goal of advertising is to connect with your target market, draw in new clients, and ultimately, expand your business and your profits.
Ongoing promotions help you do this in four key ways:
- 1.Establishing Connection with the ConsumerTrust is everything when you are trying to draw in new clients—which means that you need to be the first name that they think of when they need service. In order to do that, connect with customers through ongoing promotions that establish brand awareness.
The more your target market sees your products and services advertised, the more they’ll be inclined to click through and see what all the fuss is about.
- 2.Creating a Sense of Urgency for the CustomerEven the best promotion isn’t going to see the results that you want if there is no sense of urgency behind it. For example, if you’re running an ongoing promotion on garage floor coating services for several months, the consumer might just put it to the back of their mind.It’s up to you to turn the tables to create more urgency.
To have the impact you want, with the urgency you need, make sure that it is clear that the promotion you’re offering is for a limited time only. Continually updating your promotions with fresh offers can also create urgency, as the customer will be worried about missing out if they wait too long!
- 3.Continual Collection of Essential Data and LeadsMost businesses experience season trends, which is why many companies choose to limit their advertising to the most lucrative times of the year. However, this might not be the best strategy when your goal is to grow and expand your reach.
When you run ongoing campaigns, you’re gathering leads and invaluable data on your market throughout the entire ebb and flow of the year—which can lead you to new discoveries of seasonal trends, and, if nothing else, a much more impressive list of leads to target when your busy season finally arrives.
- 4.Streamlining Your Marketing Strategy
Your business needs to always be a step ahead of the competition, whether you offer residential services or commercial floor coating systems. Ongoing promotional campaigns allow you to gain an edge on the market by giving you the ability to track trends throughout the year, as well as get ongoing feedback from customers!
By interacting with consumers through social media promotions and engaging in conversation that builds trust and brand personality, you can edit, rearrange, and streamline your marketing strategy to best target the consumers that are most likely to convert.
Take Your Business to the Next Level with Penntek’s Promotional Support!
So, is there a catch to taking the leap into running year-round promotions?
Fortunately, you can keep the risk minimal—as long as you take the time to thoroughly think through your strategy, plan your budget, and keep your promotions varied, fresh, and engaging throughout the year.
At Penntek, we specialize in helping our dealers achieve their goals in their local markets, and ongoing promotions is just one way that we can support you as you grow your concrete coating company. A lot goes into making your marketing campaigns successful, and we’re here to as your partner every step of the way.
To learn more about what we can do for you, request a callback from Penntek today!