Message & Media: Make Your Best Offer
• Response Options: Even the options you give for responding are part of your offer. They provide convenience. These options now include mail, email, QR Codes with landing pages, texting, phone, fax (yes, some people still do use fax), walk-in, blow-in bingo cards and more. The key is not to confuse your customer by providing too many choices.
• Bundling: Long before telecommunication marketers inundated us with bundled services, catalog and e-commerce marketers used bundling to increase average order size and profitably sell lower-priced, lower-margin items. Test offering a variety of bundles at different price points. You may be surprised by which is your best seller.
• Gift-Giving: If you offer gift-giving services and promote them only once or twice a year during peak gift-giving seasons, you're missing an opportunity. Add a tab to your website, a mention in your catalog, a tent card at your cash register or a reminder in outgoing invoices that you offer gift wrap, gift cards and other special gift-giving services.
• Continuity/Loyalty-Building Offers: Loyalty building/frequent buyer programs are now used by myriad marketers from dry cleaners, pizza parlors and coffee purveyors to airlines, skin care product websites and automotive service centers.
• Customer Service: Your offer (everything you're willing to give in exchange for response) includes how your phone is answered, the menus callers have to maneuver to place an order or get answers to questions, the demeanor of the customer reps they talk to and the ease with which they can use your website shopping cart. Don't overlook the value of the service you offer, it can be a deal maker or breaker!