Just stumbled across this post and it brought to mind a recent discussion on furniture store ideas. The "Your Heart's Desire" promotion that I mentioned in my response there would have been ideal for this advertiser of Susan's, if he'd planned for it far enough in advance. The thing about a promotion like that, where listeners are invited to identify the item in the store they'd most like to have (their heart's desire), is that most of the sales come AFTER the promotion, when the store's salespeople 1) send out letters with winner announcements, along with a come-back card containing a special "thank-you" offer discount, and 2) make phone calls a few days after the letters have been received, reminding the recipients that they have through the end of the month to claim their "thank-you" offer. Yes, it's a SALES promotion, meaning there's selling to be done during and after the event, for which the radio advertising provided the initial traffic. When people are willing to do the work, promotions like these are enormously successful.
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