Traffic generates sales; all businesses understand this fact. The question is how to spend money effectively in a way that will ensure the closure of sales. One sure way to provide increased sales is the gift certificate or gift card. Another product that works very, very well is the discount membership card.
In todays society it is often difficult to purchase a gift for a friend or relative who has everything. A beautifully designed, colorful gift certificate makes a great gift. Whether your business is a restaurant, hotel, service provider, retail store, or entertainment provider, the gift certificate or gift card will provide a means of pre-purchasing your products or services as gifts. The person who receives the gift gets to make their own choices. The trick with gift certificates and gift cards is that they must be attractive and well displayed in advertising or in your store.
The membership discount card is usually a nicely designed plastic credit card sized card. Your regular customers fill out a simple form to join either at a small charge or completely free. They then get a discount on every purchase which qualifies.
You can also provide a thick paper card that allows customers to get a stamp or mark on the card and, when sufficient sales have been made, a free item or deeply discounted purchase is their bonus. People will join and will come back often when they are earning by buying. Its a matter of psychology.
No matter which method you feel would work best for your business, it is very important that your card or certificate stand out in the crowd. It needs to be easy to recognize, easy to locate in your billfold or wallet, and graphically pleasing.
Gift certificates to be given as gifts should be rather elegant in appearance. People want gifts that are visually pleasing. It must also clearly state exactly what the gift is, the amount, how to redeem it, and any restrictions or expiration dates. The certificate or card should reflect your business image well.
Internet gift certificates are becoming more and more popular. Again, the certificate and the advertising should be well designed and appealing. Sending a certificate code in an email is NOT an attractive gift.
A professional, printable certificate which is clear and easy to use is appealing. Remember, the key word is gift. People want to give gifts that are pretty and celebrate the specific occasion. Consider having several designs for birthdays, anniversaries, holidays, and other special events.
Banner advertising for your online gift certificates and discount cards works very well. The small investment spent in marketing will be recouped quickly in added sales.
About the author:
Christopher Ross, UE is the owner of Getaway Graphics, a premier web design and marketing firm, focussing on helping small businesses build web sites that get results. You can contact him at 506-452-1595 or at info@getawaygraphics.com
Copyright 2005, Christopher Ross. All rights reserved. Please contact author for reprints
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