Back to: The Insiders Guide To Marketing Promotions That SELL, SELL, and SELL
Q. What is the timing of this promotional period? That’s a first GREAT foundation to set.
Q. What do you need to accomplish during this period?
Q. What measures are you using? Sales numbers, average ticket amount, customer traffic, transactions, awareness, community connection, some brand building event?
Compare Previous Years to Upcoming Goals
Referencing the timing of your upcoming promotion, examine how you performed during this same period of the past couple of years. What do next year’s goals look like?
Create SMART Goals
It isn’t enough to simply state: “grow sales.” Consider how you’re going to “grow sales.” Use the SMART method to re-work any of your goals. Here is how we look at SMART:
- Realistic, and
- Time Specific.
For example, don’t just write:
Increase average sales.
Of course, that’s what you want to do… but not helpful in determining how we will achieve this. Expand it to:
Increase average ticket by 5%
during the holiday season from Thanksgiving through New Year’s Day.
To SMARTen the idea to “sell more Gift Cards” perhaps…
Increase the denomination of gift cards
purchased from $20 to $25 during the Christmastime season
of November 26 through December 24.
I’ve got an additional goal for this hamburger place… We want to start sending email communication to our Guests. We’re thinking end-of-the-year sign-ups would be a great way to build a list so we can start sending regular, fun and relevant emails in the new year.