Running Promotions That Actually Work

Let's be honest - a lot of promotions flop. You put something out there, crickets. Or you discount so heavily you don't make any money. Or you get a bunch of bargain hunters who never come back.

But done right, promotions can bring in new customers, reward your regulars, and boost slow periods. Here's how to do them well.

Why Most Promotions Fail

Before we talk about what works, let's look at what doesn't:

Too complicated: "Get 15% off when you spend $75 or more on Tuesdays before 2pm on non-sale items." People give up.

Too generic: "10% off everything!" Doesn't give anyone a reason to act NOW.

No clear deadline: Without urgency, people say "I'll do that later" and forget.

Wrong audience: Attracting deal-seekers who'll never pay full price.

Bad math: Discounting so much you lose money.

Promotions That Actually Work

The New Customer Special

Goal: Get people through the door the first time.

Example: "First visit? Get 20% off."

Why it works: Low risk for them to try you. They might become regulars.

Tip: Make sure the experience is great so they come back at full price.

The Loyalty Reward

Goal: Thank regulars and keep them coming back.

Example: "For our regulars - free [something small] with your next visit. Just mention this post."

Why it works: Makes loyal customers feel valued. Costs you very little.

Tip: Don't announce this publicly where deal-seekers can grab it.

The Slow Period Special

Goal: Boost traffic during slow times.

Example: "Beat the lunch rush - 10% off orders before 11:30am."

Why it works: Fills seats/appointments when you'd otherwise be empty.

Tip: The discount should be small - you're offering convenience more than savings.

The Bundle Deal

Goal: Increase average sale without discounting heavily.

Example: "Get the full package: [service 1 + service 2] for $X (save $20)"

Why it works: Customers feel they're getting a deal. You sell more services.

Tip: Bundle a popular item with something you want to sell more of.

The Referral Bonus

Goal: Get your happy customers to bring friends.

Example: "Send a friend our way - you both get 15% off."

Why it works: Word of mouth is powerful. This rewards it.

Tip: Make sure both parties benefit. Makes it less awkward to refer.

The Flash Sale

Goal: Create urgency and clear inventory or fill schedule.

Example: "Today only: 25% off [specific thing]"

Why it works: Urgency gets people off the fence.

Tip: Keep it rare. If everything is always on sale, nothing is.

The Add-On Special

Goal: Introduce customers to additional services.

Example: "Add [extra service] to any appointment for just $10 (usually $25)"

Why it works: Low-commitment way to try something new. Often becomes a regular purchase.

How to Structure a Good Promotion

1. Clear and Simple

People should understand the deal in 5 seconds.

Bad: "Get up to 25% off select items when you spend $50 or more, exclusions apply, see store for details."

Good: "All winter coats - 25% off this weekend."

2. Real Deadline

A deal without a deadline isn't urgent.

Bad: "Sale happening now!"

Good: "Ends Sunday at midnight."

3. Easy to Redeem

Don't make them jump through hoops.

Bad: "Print this coupon and bring it in"

Good: "Just mention this post" or "Show this on your phone"

4. Track It

You need to know if it worked.

Ask customers how they heard about you. Use unique promo codes. Count redemptions.

The Math Matters

Before running a promotion, do the math:

If I give 20% off:

• What's my margin on this product/service?
• Can I still make money at 20% off?
• How many extra sales would I need to break even?

A promotion that brings in $0 profit per sale but costs you time isn't worth it.

Promoting Your Promotion

A great deal nobody knows about is worthless. Get the word out:

• Social media: Post multiple times with different angles
• Email: Send to your list (this is what it's for)
• Google Business: Post it as an "Offer"
• In-store: Signs, receipts, staff mentioning it
• Local groups: Facebook groups, community boards

After the Promotion

Track Results

• How many people redeemed it?
• What was the revenue?
• Did those customers come back later?

Learn for Next Time

• What worked? Do more of that.
• What flopped? Try something different.
• Was the discount too steep? Too weak?

A Simple Promotion Calendar

Plan 1-2 promotions per month max. More than that, and nothing feels special.

Monthly rhythm:

• Week 1: Plan next month's promotion
• Week 2: Start promoting
• Week 3: Run the promotion
• Week 4: Track results, thank participants

The Bottom Line

Good promotions are:

• Simple to understand
• Easy to redeem
• Time-limited
• Targeted to the right people
• Profitable (or at least break-even with new customer value)

Don't discount just to discount. Have a goal, do the math, and make it easy.

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