Forum Moderators: buckworks
I have a site with a regional audience. The shop sells goods to consumers only B2C, no B2B. However, the goods cannot be purchased from the web site.
So we use the site for branding only. I would like to find incentives to encourage the website visitors to come to the physical point of sales.
I have thought a couponning campaign could be successful. I am therefore planning to send a hard-paper 10%-off-coupon by mail to whoever sends the Contact/Feedback form to us.
Has anybody been experimenting this kind of technique? Does it work? Any other hints as to how to encourage web site visitors to do the extra step and come to the salespoint?
Any thoughts appreciated.
Shak
Figure this out... and the sales will roll in.
Coupons - my mother would buy anything she thought she was getting a savings (a pooper scooper that doubled as a salad fork was prefect if discounted enough).
Myself - coupons are an inconvenience to me - I won't take the time to clip even if I know there's $100 savings... I sooner pay full price than present a coupon.
Obviously these are the two extremes.
The best thing to do is figure out your products marketing position.
Many don't realize that a specific product is not all things to all people. Very few items on the market today have universal appeal. Even when dealing in common items like diapers, the difference between Luvs & Huggies is really nothing, but to the consumer it's everything -- "brand awareness" and "product differentiation".
If your product or service is properly positioned, prospective purchasers should immediately recognize the unique benefits of your product.
Positioning is how you give your product brand identification.
Positioning on specific product features - If a specific product has unique features that have obvious value, to a specific group - highlight this. You know the good in your product - the visitor may not.
These are "unique selling points" that makes your product the best buy...
Positioning on benefits - Strongly related to positioning on product features. The features may be nice, but unless customers can be made to understand why the product will benefit them, you may not get a sale.
The benefits... of the features is what sells your product - or entices that unique visitor to "desire" it. If your features and the benefits of those features do not create the "impulse" that I need it NOW... you risk the chance of having visitors that are "unsure" and need to look/search further at another site.
Here a radical concept - Positioning against a competitors products.
Post on your site other products that are directly competitive to your own and compare these to yours.
People like choice, they like to compare and I guarantee that if you "position" your own products -- using their unique features and then discuss the benefits of those features while showing (comparing) to the negative points of a competitors products... you will get more sales.
Why? Ever walk into a store and see "Duracell" batteries and far away as they can get from "EverReady", or Levi Jeans not right next to Lees, and so on.
Human Nature is - "the best I can get, for the price I can afford".
Compare, compare, compare, look at any other advertising medium and show consumers don't have the ability to compare.
Food for thought... competition is good, particularly when you control the postive points (your product) and the negative points of the competitor.
In addition, linking to a pop-out window to the competitors sites boast your selling potential... why - the competitor thinks like even other web site owner does... "it's my web market" and he won't attempt to compare for fear of the loss sale... think about it? If the visitor isn't sure about your product, don't you think they will click on out and compare for themselves... do this for them, and you will be rewarded.
what's at the salespoint that i can't buy or see from another website within the next 5 minutes?
what's at the salespoint that will make me want to drive 20 miles to the store rather than buy from another website within the next 5 minutes?
what's so good about the salespoint that i'll take tomorrow morning off work to get there rather than buy from another website within the next 5 minutes?
Just went to a Office Max to buy a $400 photocopier. Never had a sales clerk come within 30 feet of me the whole time I was in the store, about 20 minutes. Walked out and bought the same machine over that phone from one of their competitors.
Go to Best Buy and they hit you over the head if you don't buy that maintence contract! At Walmart you can wait in the express line for 15 minutes as I did a few days ago.
We have retail stores but I can't figure why anyone would try to use a website to direct customers to a store when the customer is ready to buy online...right then, on the spot.
Well, I am thinking of these things you would never buy from a web site anyway 'cause you want the touch and feel before you buy: new car, wedding dress... For this kind of things I believe the salespoint is still the best place to close the sale.
Well, I am thinking of these things you would never buy from a web site anyway 'cause you want the touch and feel before you buy: new car, wedding dress...
Narrow vision!
People buy the way they prefer - not the way you prefer.
Statistically - 10% of the online world buys 90% of the online products/services... these people are statistically the higher tax brackets, which in the US - $860 US per month is common, in Canada -$1400 Candian per month.
Is it a smaller market for you, not really... you won't get someone in California coming cross-country to your point of sale in New York - but that same person would find it quite convenience to buy online.
Really, if your are only advertising locally you have missed the "web" point entirely.
Win, Save and Free
