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Dear Friends in the Lighting Business:
A Gambler’s Sale for your Customers:
Proven Results, Store Traffic
 Here’s a promotional campaign that Clark Communications Group
has been using for the past year. It works well wherever we use it.
The Gambler’s Sale design concept features a couple of dice and some chandeliers,
table and floor lamps, maybe a ceiling fan, an outdoor lantern and some home accents, – depending
upon the time of year and what your lighting showroom carries.
Here's How It Works
You set an increasing level of savings throughout your store (it could be storewide or on specially tagged items)
over three sale periods. For instance, on a ten day sale, you might run 20% off the Thursday through Sunday;
30% off the following Monday through Thursday and 40% off on the final Friday and Saturday. Since the sale is
limited to in stock items, the consumer "gambles" by waiting for the higher savings. They may come in and shop
and find something in your store that they really like and decide to wait until the final days to come back
and purchase – but the item may sell before they return.
I thought it would be appropriate to use "The Gambler’s Sale"
as a case study for my advertising seminar at the Las Vegas World Market Center at 10AM on February 3rd,
sponsored by Residential Lighting Magazine.
Checklist For Promotional Campaign
Running an ad campaign has gotten more complex than it was before the internet took over. Here is the checklist
that we use when we run a promotional campaign.
1) Review the offer to make sure it achieves the goals of your business and will also attract customers
2) Negotiate large enough newspaper ads to insure that readers will see the ad. Support with radio or TV if your budget allows.
3)
Determine which manufacturer is appropriate to co-op the ad. Get their approval, and use their product.
4)
Feature the ad on the home page of your web site, use the ad as a landing page
5)
Launch an e-blast to your customer base the day the sale begins
6)
Resend the eblast every two or three days with a new subject header
7)
Provide the local newspaper with an on line ad – many times they will give you big discounts on print ad space if you support them with on line advertising.
8)
Send artwork for posters to the store for printing.
9)
Send artwork for tags (if needed) to the store for printing.
For The Future:
10)
Send a "Tweet" to your Twitter contacts
11)
Publish an event listing to your Facebook Fans
Come and see me at The World Market Center February 3rd. I'll be talking about how to develop an email list,
what makes an effective website, as well as how to make the best use of other media, including direct mail,
TV, radio, magazines, billboards, etc. I'll be happy to sit down with you after my marketing seminar and talk
about your advertising needs.
Dave Clark
Clark Communications Group
800-886-2522
cell: 802-369-6687
"The Brightest Ads in the Lighting Business"
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