Over the past couple of months, we’ve noticed that search queries related to “flooring sales” have led to more and more users ending up on our website. Along with sales events, there have also been inquiries into marketing and advertising strategies for flooring companies.
Given that advertising is a hugely important element of marketing, the key question here is: “Are incentives an effective means of improving upon my flooring company’s marketing and sales objectives?”
In this article, I will be providing answers to this question by discussing the following:
• Marketing & advertising
◦ The importance of proving your company’s value to customers
• How incentives can be utilized to close more sales
◦ The importance of consistency in your marketing and sales efforts for optimal results
Marketing & Advertising
Within the entire scope of what marketing involves, advertising is often one of the more the costly investments – this is especially true when you take the expenses of traditional advertising platforms into account.
But even if you’re keeping your ad budget strictly bound to online advertising, there is an inherent cost that is greater than many other online marketing costs.
That’s what makes it so important to get the absolute most you can out of your ad budget. As such, what you advertise needs to spark interest in both your current and prospective customers.
Ask yourself this question: What am I going to be advertising and what will my customers get out of it? The second part of that question is the most important.
As cynical as it can sound, the customer does not care about you or your product; they care about what you and your product (or service) can do for them. It’s your job to prove the value of your product and business.
Along with that proven value, an extra exciting bonus can help you seal someone’s interest. “BUY ONE, GET ONE FREE!” “Get your first month on us!” “Spend $1K, enjoy a weekend away!”
This is where sales incentives can fit into your advertising – as well as your overall marketing plan. Because whether it’s a sale, a contest, or some other type of promotion, your marketing has an extra edge when you offer something of additional inherent value to the customer.
Proving Your Value
How do you go about proving your business’s worth to a prospective customer? Some key approaches to consider, first and foremost, include:
• If possible, any statistics related to your company’s performance (e.g. a customer satisfaction rating of X%, guarantee job completion rates of X days, and so on)
• Links to, or embedding onto your website, customer reviews
• Clear list of common customer pain-points and how you address them
Your value is definitively linked to the trust that a prospective customer has in your business. As advertising has a more immediate impact and is limited in nature, you’ll want to complement it with wider marketing efforts such as those listed above.
Whether you’re sharing testimonials on your website or social media, or you’re delivering valuable advice through a blog or a brief post on Facebook, you’ll want to regularly put effort in to prove your flooring business’s knowledge and, by extension, its value and trustworthiness.
Sales
Much in the same way vacation incentives heighten your ads and total marketing impact, they play an integral role in closing sales – and this can be essential when your customer is considering your quote against those of your closest competitors.
There’s only so much money you can take off from a quote to best a competitor – and sometimes you won’t be able to take any money off whatsoever. Trip incentives fill in this blank; they allow you to maintain prices that will be beneficial to your company’s bottom line while still giving the customer an offer of value and reason to choose you.
A great way to put the vacation incentive front and center with your price quote is through what we call a “leave behind.” It provides attractive details on what the incentive itself offers the customer.
For example, if you offer a 5-day cruise, the leave behind acts as a visually appealing pamphlet that explains all of the perks and unique experiences the customer will have if they buy from you and receive the cruise certificate as part of the sale.
Be Consistent
Remember that most of the success that comes from sales incentive promotions is through how they’re utilized and marketed. You can increase interest in your travel incentives by marketing them – inform the public that you’re including vacation offers with flooring contracts. And don’t be afraid to use the vacation incentives in multiple ways – for sales events, contests, customer appreciation prizes, etc.
In other words, you want your efforts to be all-encompassing. The marketing, the advertising, the sales process. Ensure they’re in harmony with one another as a cohesive whole. Maintain a consistent message, and you’ll find that your incentives will take your marketing and sales to the next level.
Get in touch
If you want to learn more about travel incentives and how they can provide you with an all-encompassing marketing and sales solution for your flooring company, you can reach out to us by calling 1-866-883-2968 or by simply filling out the form at the bottom of this page.
