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Case Study from Our Files
Gift Certificate Sales
Leap Ahead by 415%
by Joe Gracia

Note: The names of the people and businesses in our case studies have been changed to ensure the privacy of the people involved, but the details, recommendations and results are based on actual events from our files.

We've all seen them -- the small sign at your local restaurant or retail store that says 'Gift Certificates Available'.

Gift Certificates are a wonderful way to add to your sales, especially around the holidays.

Here are two simple, but powerful, marketing techniques that we taught one of our fast-food clients that resulted in a 415% increase in their Gift Certificate sales during the holiday season -- that's thousands of dollars in extra sales each and every season.

Our client was doing what everyone does when it comes to selling their Gift Certificates. They had a small sign behind their cashiers that said, 'Gift Certificates Available.' That's it. Our client didn't realize it, but most of his customers never saw that sign.

That was the marketing strategy for selling Gift Certificates since the first day the business opened its doors in 1938!

We explained that while he was certainly getting some results from his current system, he could get a lot more if he was just a little more proactive.

TO GET YOUR PROSPECTS' ATTENTION, YOU NEED TO BE PROACTIVE AND INTRUSIVE

One of the first things we taught him was that most of his customers are never seeing the little sign he was using.

Since we are overwhelmed with marketing messages today -- over 3,000 per day on average -- we block out most of the marketing messages screaming for our attention. Most signs are invisible to us. It's the way our brain protects us from sensory overload.

So, instead of relying on a small sign, we created a small, inexpensive coupon, about the size of a $1.00 bill that informed his customers of his Gift Certificates for the holiday season.

His Gift Certificates come in $1.00 denominations, and he often sold them in $5.00 amounts.

EVERYONE LOVES A DEAL!

Our client agreed that everyone loves a deal, and so we created a simple deal for his customers.

The Gift Certificate coupon said:


THE PERFECT GIFT FOR THE HOLIDAY SEASON!

ACT NOW TO TAKE ADVANTAGE OF THIS LIMITED TIME OFFER:

BUY 10 -- GET ONE FREE!


Because of the special, limited time offer, and the coupon format of the handout, his customers immediately began buying the Gift Certificates in packs of 10 rather than just $5.00 worth as they had been doing in the past.

He began selling $10 packs, $20 packs, even $100 packs because of the special limited time deal. It wasn't much, but his customers felt it was a good deal.

Want to start boosting your sales too? Our Give to Get Marketing Solution shares many more simple tactics like this one, plus a powerful strategy that's guaranteed to work for your business.

As a side note -- did you know that nearly 20% of gift certificates are never redeemed? As incredible as it sounds, it's true. They are misplaced or forgotten by 20% of the people who receive them.

ENSURE 'EVERY' CUSTOMER KNOWS ABOUT YOUR SPECIAL GIFT CERTIFICATE PROMOTION

Here's the crucial element of our client's new marketing system. Instead of just leaving these Gift Certificate coupons on the counter for their customers to pick up -- we had their cashiers hand one to every single customer along with their receipt.

Each customer had to wait for their food order to be prepared, and what do you think they read as they waited? Of course, the Gift Certificate coupon deal, they were holding in their hand!

Our client said he was absolutely amazed at how many of his customers would come right back to the cashier within a few minutes of receiving their coupon and purchase their packs of Gift Certificates.

How can you apply this proactive and intrusive idea to your business?

Remember, while a small sign may get your message across to some people, it will be invisible to many more. Get your offer into your prospects or customers hands and you will stand a much better chance of breaking through the clutter.

Also, never forget that everyone loves a deal!



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