MarketingPromotions

Promotions are a marketing tool specially planned to attract customers by making them aware of the product, brand or service on offer.

They promote temporary sales or seasonal offers and can be useful at times of the year when business is slower e.g. after Christmas, during term time or in the Autumn.

They may also be ongoing incentives to encourage business at less busy times of the day.

Promotions can include gifts, like pens, stationery or diaries printed with details of the business.

When a new food or drink product is being launched, tasting or demo sessions may be used to encourage customers to try it. Email is often used to inform past customers of promotions.

Examples of promotional activities:

Restaurants

• Fixed price menu offering 2 courses from a limited number of choices at a lower price than individual dishes
• Early bird menu starting earlier than the traditional dinner time at a reduced rate to encourage business over a longer period
• Specials, usually shown on a board, attached inside the menu or displayed on an electronic screen – to encourage customers to make specific choices which can be updated on a daily or weekly basis
• Afternoon tea offered to increase business outside traditional dining times
• 2 for 1 offers on quiet days of the week (usually Monday or Tuesday evening) or less busy times during the winter
• Children’s menus at a reduced rate
• Online deals offered through consumer discount or voucher sites

Fast food outlets

• Meal deal – main, side and drink for a special price
• Kid’s or children’s meal – small portions served in a colourful box or bag which may include a gift or toy
• Free drink to accompany food
• Loyalty card

Coffee shops

• Loyalty card – stamped each time a drink is purchased and when the card is full the customer can claim a free drink
• 2 for 1 offers at special times

Hotels

• Room packages offered at quieter times of the year to ensure maximum occupancy, like bed and breakfast with dinner on one evening or two nights mid-week with dinner and a cocktail on arrival
• Room and function packages for fund raising events may encourage visitors to stay in the hotel, while special events like art exhibitions or cookery schools may attract local customers
• Senior citizen rates for meals and/or rooms for those over 65 years
• Wedding packages including transport, photographs and evening entertainment, with special room rates available for guests attending
• Large international hotel groups offer loyalty card programmes to entice customers to book repeatedly rather than using an alternative brand, with bookings earning points that can be redeemed for free nights or additional benefits

Gift vouchers are used by many different types of hospitality outlets. Often the recipient will add to it, increasing the value for the outlet.

Having used the voucher, the customer may return if they have enjoyed the experience.