Carrying a gift for a purchase. What to do promotions to attract customers. We give - we stimulate sales

Hello! In this article we will talk about promotions to attract customers.

Today you will learn:

• How to conduct promotions for;
• What types of shares exist and how to come up with a share;
• How to calculate stock performance.

What are shares and why are they needed?

During the height of the economic crisis in the country, the issue of attracting new customers is faced by almost every enterprise. The situation is aggravated by the high level in almost all areas of business.

In such harsh conditions, entrepreneurs are forced to resort to the most stringent measures to attract customers. One such measure is sales promotion.

Sales promotion - a promotional tool aimed at a short-term increase in demand with the help of various promotions that stimulate purchase.

Promotions will allow you to achieve the following goals:

• Short-term increase in sales volumes;
• Capturing market share for the long term;
• Attracting new consumers:
• Lure consumers from competitors;
• Stimulation of large volumes of purchases;
• Retaining loyal customers.

Advantages:

• Attracting attention to the company, brand and product;
• Providing information about the product and the company to potential consumers;
• Significant increase in sales during the promotion period;
• Rapid response of the consumer to the stimulating effect;
• Sales focus.

Flaws:

• Short-term exposure tends to increase sales only for the duration of the promotion;
• Often have a negative impact on the image of the organization. In the event that a high-level company starts selling goods with a discount of more than 70%, it loses wealthy buyers and attracts those who are ready to purchase products only at discounts;
• Significantly reduces the profit of the company. Even a 5% discount has a painful effect on the company's profits, which we will talk about a little later.

If these shortcomings do not scare you, then let's move on.

Equity strategy development process

Any activity to attract visitors should begin with the development of a strategy. Stocks are no exception.

The process of developing a sales promotion strategy includes the following steps:

• Formation of sales promotion goals;
• Determination of suitable stocks, which we will talk about a little later;
• Development of an incentive program: designation of the timing of the action, determination of the size of the incentive (budget), determination of the conditions for participation in the action, methods for promoting and distributing the incentive package, developing a mechanism for responding to the action, preliminary testing;
• Practical implementation of the incentive program through the use of various promotions;
• Evaluation of results.

Types of promotions to attract customers

At present, there are a very large number variety of options shares.

The choice of one or another means of sales promotion depends on the following factors:

• Activity specifics.
• Product type. For example, you sell wedding dresses. It would be strange when buying one to give the second;
• Format and location of the store. For example, we own a stall selling pies at the station. Next to us are three more of the same stall. To attract consumers, we decided to hold a promotion. As a gift to a lucky random person, we are providing a coupon for one free pie per day for a month. However, 90% of our consumers are passing through this place and this action will not interest them, and it will not help us resolve the issue with competitors;
• Activities of competitors in this area;
• The financial capabilities of the company;
• Purposes of the action.

Determine for yourself each of these options. Determined? Then we move on to the types of shares.

Discounts

Discounts are the most popular and easiest way. Buyers are happy to buy goods with red price tags. The more you lower the price, the more purchases you get. But be careful. Every percentage of the price hurts the margin of your products.

During the month of discounts, sales increased by 20% and amounted to 148 pies or 2,664 rubles. The margin of a pie for the period of the promotion was: 18-17.3 = 0.7 rubles.

Let's calculate the profit received for the month of the promotion: 0.7 * 148 = 103.6 rubles. Thus, thanks to discounts, we lost 209.4 rubles of profit with an increase in purchases by 20%.

Make it a rule to carry out such calculations before introducing the discount system.

Human psychology is arranged in such a way that he practically does not notice a price decrease of less than 15%. Therefore, a discount of 5 or 10% will not lead to a significant increase in demand.

Discount forms:

• Seasonal sales;
• Discounts for large volume purchases;
• Discounts in honor of a special occasion (customer's birthday, store opening date, etc.);
• Discounts for the purchase of a certain category of products.
• Discount on defective goods;
• Discount on “product of the day”;
• Discount when buying at;
• Refer a friend discount.

Please note that the introduction of any discount must necessarily be tied to any occasion. If you simply lower your prices, the consumer will think about the quality of your product. It is discounts that tend to negatively affect the image of the organization when they are ineptly applied.

Gifts for purchase

Also a very popular type of action. You can give away both your products and the goods of your partners for the purchase. In the first case, you will again have to calculate the change in sales and profits so as not to go into the red. But the second option is very tempting.

Find a partner company that needs to promote their product or brand and offer cooperation.

Example. Since the idea of ​​discounts at our stall with pies failed, we decided to give gifts for the purchase. To do this, we agreed with the shop opposite that we would attract our customers to their outlet by issuing them a coupon for receiving free tea from them. The store agrees, since the likelihood that a visitor will buy any product from them by going for free tea is very high.

Types of promotion "gift for purchase":

• The second product at the lowest price is free;
• Bonus from partners;
• Lottery;
• Discount card for purchase.

Loyalty cards

Almost everyone has several cards in their wallet from their favorite stores. They allow the buyer to benefit from shopping in this store.

There are the following forms of discount cards:

• Discount cards- provide the client with a fixed discount. It does not change during the use of this card. Aimed at retaining visitors, their binding to the outlet;
• Savings cards- often the amount of benefit depends on the total amount of the purchased goods in monetary terms. The more you buy during the entire period of using the card, the greater your discount. Aimed at increasing the number of purchases and customer retention;
• club card- provided to special customers, for example, for a large purchase volume. It carries certain privileges, including: the opportunity to participate in promotions, a permanent discount, gifts.

It is impossible to issue cards just like that, time their donation to some event or determine the conditions.

Here are some options for you:

• Shop birthday;
• Large purchase volume;
• Issuance of discount cards to the first visitors;
• Issuance of cards for participation in the competition;
• Sale of cards.

Contests and sweepstakes

This type of stock is actively gaining momentum. Hold a prize draw, come up with a contest, the winners of which will receive your products as a gift. This will allow you to increase company awareness and consumer loyalty.

Competitions are of two types:

• Companies related to the product. In this case, the buyer, in order to receive a surprise, must purchase a certain amount of goods. For example, buy 10 bottles of soda to collect caps from them and get a prize. Aimed at increasing demand and drawing attention to the company;
• Product unrelated. The consumer performs some task, while he does not need to purchase the company's product. For example, a consumer must write a story about their day at school in order to receive a free set of school supplies.

Tasting

As a rule, it is carried out in large supermarkets. At the same time, this type of action is aimed not so much at increasing the sales volume of the product being tasted, but rather at increasing the sales volume of the supermarket as a whole. According to statistics, consumers who have tried a product buy 25% more than they planned in that store.

We will talk about the calculation of the effectiveness of this type of action a little later.

How to come up with a promotion to attract customers

To come up with a promotion to attract customers, you must go through the following steps:

• Determine the goals of the advertising campaign. What do you want to achieve? Increasing sales, increasing customer loyalty, attracting new customers or retaining existing ones. Write down all your goals;
• Determine the participants of the marketing campaign. Who exactly do you want to influence, who will influence, who will control its implementation. Discounts can scare away wealthy customers from your company and attract consumers in the middle and low price segment. The club card can have the opposite effect. Promoters, salespeople, account managers can influence consumers. The director or administrator will control the entire process. All personnel involved in the action must be prepared: familiarized with the conditions, instructed.
• Determine the motives of each participant. The consumer is interested in additional benefits, the seller is interested in a premium or bonuses for good results, the administrator is interested in fulfilling the plan, increasing sales. The correct definition of the motives of each of the participants will allow you to effectively manage the process.
• Work to identify the needs of your customers. What exactly might interest them?
• Think about when your promotion will be most relevant. For example, ice cream in winter will not cause such a stir among consumers as gingerbread cookies and hot chocolate.
• Decide on the type of action. It directly depends on the one for which you are running the promotion. It is also important to determine the value of the gift. Remember that a large number of small bonuses attract consumers more than a few expensive gifts.
• Make the conditions for participation in the promotion clear and short, otherwise the client will suspect fraud or simply will not study your offer. There should not be too many conditions.
• Communicate with your consumer, answer his questions, play with him. This is how you gain precious trust.

Analysis of the effectiveness of the campaign

We have already discussed how to evaluate the effectiveness of discounts; the evaluation of the effectiveness of the introduction of loyalty cards, gifts and contests is carried out in the same way.

Remember that an increase in sales does not guarantee an increase in profits, because you lose on a discount or a gift. In this case, the gift should be considered as a discount in the calculation of efficiency (the value of the gift = the size of the discount).

Example. For the purchase of 5 pies at a time, we give chewing gum. The promotion will last one week. The price of gum is 2 rubles. We will assume that only those who initially wanted to buy them will buy the fifth pie, and we have 10 of 50 people like that per week. Thus, the volume of sales, thanks to the action, will increase by 200 rubles or by 10 pies. Our margin before the promotion was 2.7 rubles. The volume of sales before the action was 90 pies. We consider the profit a week before the promotion 90 * 2.7 = 2 43 rubles.

Let's calculate how much additional profit we will receive due to the action: 2.7 * 10 \u003d 27 rubles. And we will lose: 2 * 10 \u003d 20 rubles. Thus, the action will allow us to increase profits by only 7 rubles.

Now let's learn how to calculate the effectiveness of tastings.

Let's say we hold a tasting of our pies. The promotion will run for 2 days, 3 hours a day. The price of our product is 20 rubles. The cost price is 17.3 rubles.

We plan to cover an audience of 20 people. The number of required pies is 20 pieces. In addition, we need a tray worth 200 rubles and a pack of napkins worth 30 rubles.

Thus, the cost of the action will be 576 rubles.

Let's calculate by the formula: Break-even point = sum of costs/margin = 576/2.7 = 213 pies. We will have to sell such a number of pies according to the results of the tasting.

According to the information dissemination rule, each tasting pie will tell three of his friends about the product, and each of these three will tell three more.

Thus, the maximum number of buyers who will come to the stall based on the results of the tasting will be 180 people. We do not know how many patties they will buy, but according to pessimistic calculations (each will buy only one pie), this number of buyers is not enough. The project is risky.

Examples of the best promotions

Action at the airport.

A couple of years ago, an American airline held a drawing of tours. The conditions were as follows: a person waiting for a flight was offered to press a button, after which the computer randomly determined the country to which the lucky person would go. All travel expenses were covered by the airline.

Free lunch.

One of the Chinese sites held an interesting action. For a month, every hour for 1.5 seconds, a button appeared on the resource page, by clicking on which the lucky person received a free lunch. By the way, the number of visitors to the site for this month increased by 4 times.

An example from Russia.

The Moscow cafe Geocafe holds a promotion every day. Its conditions are as follows: at 18:00 Moscow time, a drawing of a free dinner was held between cafe visitors. The winner was determined randomly. The second and third places were also determined, which received a bottle of wine and a 50% discount on their order, respectively.

Promotion in the store.

In one of the Vilnius denim stores, there was such an action: all customers who came without pants were given free jeans of their choice. As a result, on the day of the action, a line of freebie lovers lined up in the store. However, be careful with such promotions, otherwise you may face legal consequences.

To increase the average check, b2b companies use different ways: sell related products, include additional options and make discounts. One of the effective tools is gifts to customers. For example, over the past year we have held three promotions using gifts and increased the average bill by 40 and 50%.

Vadim Gorelikov,

Head of Internet projects at Radiotechnika

In this article you will read:

• How to increase the average check by 40% by spending 14 thousand rubles.
• What gift is better to choose for b2b clients
• As for 3 thousand rubles. surprise new customers so that they continue to want to work with the company

Best Article of the Month

We interviewed businessmen and found out what modern tactics help to increase the average check and the frequency of purchases of regular customers. We have published tips and practical cases in the article.

Also in the article you will find three tools to determine the needs of customers and increase the average check. With these methods, employees always fulfill the plan for upselling.

Promotion 1. iPad mini for new customers

In November 2014, the Signalelectronics company decided to hold a promotion for new wholesale customers, the average cost of which was 60 thousand rubles for the first purchase. To increase the average check, the company offered a gift to those customers who increase the order amount to 100 thousand rubles.

Which product is better to choose for a promotion with a gift to a client. B2b customers will appreciate gifts for work and life that they don't purposefully buy for themselves. Therefore, the company decided to donate tablets. To determine the model of the gadget, we conducted a survey among the company's employees. Of several tablet models (devices from Apple, Asus, Samsung and DEXP), we chose the functional iPad mini. In 2014, it cost 14 thousand rubles.

How to convince a client to increase the average check. The “Gift for Purchase” promotion was tested on products from the holiday light line for home use: disco balls, LED systems, decorative projectors of lighting effects, etc. When new customers contacted the company by phone to order goods from this group, sales managers offered them a gift if the total order amount exceeded 100 thousand rubles. To make it more convenient for sellers to work, we wrote a script (sample document). In a conversation with a customer, managers follow two rules.

First, they focus on the benefits of products for the customer. If the customer understands the benefits of cooperation and the benefits that he will receive from the use of products, then it is easier to agree to an increase in the average bill.

Second: if customers place an order for less than 100 thousand rubles. or reluctant to make contact, managers emphasize the limited nature of the offer with a gift. When buyers hear the words “promotion” and “iPad mini as a gift”, it is easier to make contact. Then the sellers say that the tablet can be given to a friend, that the delivery will be free and fast, etc.

How to conduct an action correctly, avoiding problems. It is important to think over the logistics in advance and deliver the present on time. At this stage, unforeseen difficulties appear. We planned to deliver the tablet directly from the city where the client lives. We wanted him to contact the local store in the event of a breakdown and give the gadget for repair without delay. However, this proved impossible for a number of reasons.

1. The stores did not work with legal entities, but we paid for gifts from the company's account.

2. The goods from the store would be sent directly to the client, which means that we could not control the quality and evaluate the condition of the tablet. Customers should not be allowed to receive non-working or damaged devices.

3. In stores, the application was considered within five days, which did not suit us. As a result, we bought gifts in a Novosibirsk store and sent them by courier. For delivery in Russia, we paid an average of 785 rubles. for each tablet.

Result. The campaign ran for a month. During this period, 10% of new customers increased the average check from 60 to 100 thousand rubles. Gifts were sent to five clients.

Promotion with a gift to the buyer No. 2. iPad mini for regular customers

After we tested the promotion with a gift for a purchase on new customers, we decided to hold it among regular customers as well. To do this, the customer base was segmented depending on the average order amount. It turned out three segments: customers with a check of less than 100 thousand rubles. (first group), from 100 to 200 thousand rubles. (second group) and more than 200 thousand rubles. (third group).

• Free sales training: what you need to know before you start

We did not give gifts to the first group of clients, since the action was intended for more affluent customers. According to the same script (document sample), the second group was offered by managers to increase the purchase amount to 200,000 rubles. and get an iPad mini tablet as a gift. Clients from the third group were entitled to a present if they increased the average check by at least 10%.

Regular customers readily responded to the offer, as they have been cooperating with the company for a long time and are confident in the quality of the products. Therefore, the campaign among buyers of this category was more effective than among new customers. In addition, we already knew where and how we would order tablets, and we didn’t run into problems like the first time.

• Channels for attracting customers in b2b: a win-win solution

Result. A promotion with a gift for a purchase with a validity period of one month was launched in June 2015. The average bill of customers from the second group increased on average by 50%, customers from the third group - by 10%. Gifts were sent to 14 customers (5% of the customer base).

Promotion 3. Surprise gift for new customers

In the fall of 2015, we held the third promotion with gifts for customers, changing the rules. Managers, talking about the benefits of goods and the benefits of products for partners' business, urged new customers to increase the average bill to 100 thousand rubles, but did not talk about the "Gift for Purchase" campaign. We wanted to surprise buyers who increased the amount of the delivery. It was planned that this action would increase the loyalty of new partners to the company and that later they would more easily agree to order goods for a larger amount.

The gift itself was carefully chosen. This time we wanted to give not only a useful, but also a memorable gift that will cause a lot of positive emotions, which customers will tell their friends about. So we settled on board game. First we thought about hockey. But managers at toy stores explained that these games had a high percentage of defects and underpacks, and besides, the game itself was fragile and would not survive shipping. In the end, we chose chess. In a local store, we found a kit that is not ashamed to give to clients or friends (picture). The gift (chess and courier delivery) cost the company 3,000 rubles.

Result. We managed to do the right thing. The clients were delighted and surprised by the gift. We attached a letter of thanks to it, in which we noted that we strive to meet the expectations of customers, we value partnerships and the willingness of customers to meet us halfway. The gift did not help increase the average check: 14 customers increased the amount of the order by an average of 30%, not knowing about the gift. But the buyers to whom we sent the chess subsequently called and said that they were ready to work with the company further.

Information about the author and company

Vadim Gorelikov Graduated from Siberian State Transport University in 2000. He was one of the founders of the High Finishing Technologies company. Since 2009, he has been working at the Radiotekhnika company. More than six years engaged in the promotion of sites on the Internet. Among the clients: "Modamarket", shopping mall "SibTroya", "Express-Kinetics", "Signalelectronics". Internet Marketing Business Consultant.

"Radio engineering" founded in 1992. Field of activity - sale of radio equipment and technical means. The network has 14 stores. Official site - www.radio-tech.ru

The word "gift" always evokes the most pleasant emotions and keen interest, especially if it is unexpected. Many companies that want to attract the maximum number of new customers quite often use an interesting advertising ploy, namely, they give gifts to their visitors for purchases. Such promotions are a great incentive for buyers to try something new, to evaluate the quality of a product or service.

Gifts for the purchase - pleasant surprises!

How do promotions, where the buyer can receive a gift for the purchase, take place in reality? Typically, such campaigns are arranged in large stores or supermarkets, where a corresponding gift is already attached to the offered product. Buying this product, the client already takes it along with a pleasant surprise. Sometimes such promotions can take place right on busy streets or avenues, where promoters personally give each buyer a surprise for the purchased product.

Do such stocks always have advantages, or do they also have their own disadvantages? If we talk about the advantages of such promotions, then there are a lot of them:

- unexpected and a pleasant surprise always cheer up;

- a gift can be useful in everyday life;

- the company automatically wins the trust of customers;

- the effect of the action is noticeable quite quickly;

- Giving gifts is a great opportunity to push out competitors.

These are just some of the strengths advertising campaigns. But, unfortunately, such events also have some disadvantages. For example:

- in some cases, there may be problems with the storage of gifts;

- it is necessary to make a sufficiently large supply of gifts in advance;

- sometimes samples are sold by unscrupulous employees separately from the goods.

Although these disadvantages are connected, first of all, with the attitude of the person himself to the purchase or gift, they are still possible.

With us, gifts for the purchase will not disappoint!

Our advertising agency has been working in the field of large advertising campaigns and promotions for many years. We are well aware that "advertising is the engine of trade", but our RA does not do it intrusively. During our work, we realized that it is best to deal with reliable manufacturers whose products are practical and high quality. In this case, promotions where the buyer can receive a gift for the purchase do not look like a normal sale of goods.

Our promoters are tactful, hospitable and polite young people. They can not only think over and plan a promotion, but also carry it out at the highest level!

add. to 269411. The organization holds drawings and makes gifts to customers in the retail network. The question is how to arrange an operation for a product that is used for gifts and raffles: through sale (revenue) or simply write-off to account 91.02 (due to net profit). the organization is engaged in retail, that is, it does not keep account 62 of the Chart of Accounts, but writes off revenue from the 50th to the 90th account. Thus, the bonus product cannot be written off through account 62. the account will not close. The question is how to reflect the issuance of bonus goods to customers in retail without account 62? how to write it off? to what account?

In your case, there are several options for accounting:

Debit 50 Credit 90/1 700 rub. – bra

Debit 50 Credit 90/1 - 300 rubles. – capsule

Debit 90/2 Credit 41 - capsule written off

2. In another case, you can sell a bust + capsule set or indicate in the documents that the price of the bust includes a capsule:

Debit 50 Credit 90/1 - 1000 rubles. – set bust + capsule

Debit 90/2 Credit 41 - set written off

Debit 50 credit 90/1 1000 rub. - bust

Debit 90/2 Credit 41 - debited bust

Debit 44 Credit 41 - the capsule was written off as part of the sale costs

However, this method may cause disagreement with the reviewers. And it should be noted that in tax accounting such expenses are normalized.

4. If your organization does not have documents confirming that gifts to customers are issued for the fulfillment of certain conditions, then the issuance of capsules cannot be qualified as an activity aimed at generating income. In this case, the write-off of capsules should be taken into account under the Debit of account 91 and Credit of account 41 of the Chart of Accounts.

The rationale for this position is given below in the materials of the System Glavbukh

Elena Leonova, Lodeynoye Pole

The right of the buyer to receive a gift when purchasing goods for a given amount is realized as part of the promotion. By order of the head, determine the period and conditions of the promotion that stimulates the demand for goods. But at the same time, a reservation should be made in the order that the cost of the main product indicated on the price tag also includes the cost of the gift. Then the bonus will not be donated, but realized. In this case, it is possible to legally reduce taxable profit by its value in accordance with Article 268 of the Tax Code.*

– Quantity, unit price (unit cost) and total value of gifts and souvenirs distributed.

The total amount of expenses under this act is debited to account 44 “Sale expenses”, and transferred souvenirs and gifts are debited from the credit of account 41 “Goods”. Let's consider a specific situation.

The accountant of the company "Milady" will make the following accounting entries:

Credit 60

- 300,000 rubles. - reflects the purchase of goods intended for distribution as gifts;

Credit 41 sub-account "Goods in stores"

- 300,000 rubles. - reflects the transfer of gifts to be distributed to store visitors, employees distributing;

Debit 41 sub-account "Goods in stores"

JOURNAL "ACCOUNTING IN TRADE", No. 1, I QUARTER 2008

3. Article: Providing a commodity bonus to the buyer

Under the terms of the contract with the buyer, if a number of conditions (aimed at increasing sales) are met, he is provided with a bonus (in the form of a product). How to document and reflect the operations for providing a product bonus to the buyer in the accounting?

Responsible

A. Z. Ostrovskaya,

Leading tax consultant

"Consulting group "Tax Optima""

The operation for the shipment of bonus goods is issued with an invoice, in which a zero price is indicated. In accounting, the cost of such a product can be included in business expenses or expenses for ordinary activities (clauses 5, 7, 9 PBU 10/99). Accordingly, they will be reflected in the debit of account 44 or account 91. There will be no proceeds from the sale on account 90, since the seller gives away his goods for free.

Upon transfer, the supplier is obliged to charge VAT and draw up an invoice in one copy. Accrued VAT is reflected either as a commercial expense on account 44, or as other expenses on account 91*.

When calculating income tax, the seller can take into account the cost of bonus goods as other expenses (subclause 49, clause 1, article 264 of the Tax Code of the Russian Federation, letters of the Ministry of Finance of Russia dated August 31, 2009 No. 03-03-06 / 1/555, dated August 4, 2009 No. 03-03-06 / 1/513). The provisions of paragraph 16 of Article 270 of the Tax Code of the Russian Federation, which prohibit the accounting of the cost of property donated free of charge, as part of expenses, do not apply here. After all, the bonus product was not given as a gift, but for the fulfillment of a number of conditions aimed at increasing sales.*

It should be noted that, according to the financiers, the seller cannot take into account in the “profitable” expenses the VAT that was charged on the free transfer of goods (letters dated March 11, 2010 No. 03-03-06 / 1/123, dated December 8, 2009 No. 03-03-06 / 1/792). Although some companies manage to prove the opposite (Resolution of the Federal Antimonopoly Service of the North Caucasus District of August 13, 2010 No. A32-2525/2009-70/36).