Thriving companies understand that sales promotions are a top strategy for boosting sales, improving customer satisfaction, and increasing brand visibility. Sales promotions have been successfully employed for many years, and regardless of your business size or industry, there are techniques that can work for you.

With numerous ways to promote your business, with or without money, there’s no reason to struggle with slow revenue. This guide will provide the solutions you need.

Table of contents:

• What is a sales promotion?
• The purpose of a sales promotion
• Universal sales promotion examples
• Sales promotion examples to encourage repeat business
• Sales promotions to boost brand awareness From traditional percentage discounts to targeted offers for specific groups like teachers, and collaborations with complementary businesses, there’s something for every business in this guide. Continue reading to discover how to attract and keep more customers for your small business with appealing and innovative promotions.

What is a sales promotion?

A sales promotion encompasses any initiative undertaken by a company to increase sales or drive the usage or trial of a product or service. Sales promotions come in many forms, but they all share the objective of converting a target audience into customers.

Sales promotions can be communicated through cost-free channels like social media, email, or your website, or they can be the core of your paid advertising campaigns, such as LinkedIn or Google Ads. A successful sales promotion combines visuals, compelling messaging, and logical reasoning to connect with the needs, values, and feelings of your target audience, motivating them to buy with an appealing offer. Need promotion ideas for each month? Download our free guide » The Mega Must-Have Marketing Calendar

The purpose of a sales promotion

While it might appear counterintuitive, offering promotions and deals isn’t detrimental to your business. In fact, your business benefits from sales promotions just as much as your customers do:

• Risk reduction: A strategic approach to promotions minimizes risk. As long as your offers are reasonable and sustainable, your promos are likely to create mutually beneficial situations.
• Profit generation: The urgency and appeal of limited-time offers can significantly increase your sales, potentially leading to higher profits than regular business operations.
• New customer acquisition: Attractive offers are a highly effective way to capture the attention of new customers.
• Customer retention: Deals and discounts keep your existing customer base engaged and satisfied, fostering loyalty.
• Accelerated sales cycle: Promotions serve as strong top-of-funnel offers that guide potential customers through your nurturing process. The advantages extend even further. You can clear out old inventory, heighten product awareness, introduce new products, re-engage inactive customers, and elevate your brand reputation.

Universal sales promotion examples

To help you get started with this valuable strategy, here are 15 sales promotion concepts, complete with real-world examples, categorized by the business goals they can help you achieve. We’ll explore promotions designed to elevate sales, encourage repeat business, and enhance brand awareness.

1. Google Business offer posts

Did you know your Google business listing offers the capability to run promotions? Your Google My Business account dashboard enables you to create four types of social posts: Offers, Updates, Events, and Products.

The “Add Offer” post type allows you to showcase a deal or special directly on your Business Profile. This makes your promotion visible to customers searching for your business on Google Maps and Search, often when they’re ready to buy. Beyond boosting conversions, a Google My Business promotion can also increase traffic to your website.

Explore 13 essential Google My Business optimizations for even more ways to leverage your verified Google Business Profile to promote your business.

Google My Business promotions enable you to connect with customers discovering your business on Google Maps and Search—often when they are most inclined to make a purchase.

2. Free samples

Despite many businesses briefly pausing this promotional strategy during COVID-19, offering free samples to everyone in-store, whether or not they make a purchase, remains a top-tier sales promotion tactic. Employed by businesses like Costco and Whole Foods, this strategy introduces consumers to products they might not have considered before, often leading to a purchase. If you have a product you’d like to sell more of, consider giving out samples! While this works best with food products, particularly in-store and at farmers’ markets, spas and salons can also leverage this strategy with tester lotions, perfumes, or aromatherapy products. The key takeaway is that people are more likely to buy something they’ve had the opportunity to try. Download our free guide » 15 Highly Effective Sales Promotion Examples to Attract More Customers

3. Buy one, get one free promotions

Buy one, get one free offers, also known as BOGO, are among the most popular sales promotions. Offering two of a sought-after product at a reduced price for a limited time creates a sense of urgency that can significantly drive sales. It can also help clear out stock, which is why BOGO promos are often referred to as “self-liquidating” in business settings.

The best part? These promotions rarely cost you anything and are designed to increase revenue. For example, let’s say your cost for a product is $3, and you sell it for $10. Offering a 50% discount would yield a $2 profit per item sold at the discounted price. However, a BOGO promotion allows you to sell one item at full price, minus the cost for two items, resulting in a $4 profit. With more customers purchasing due to the promo, your profits would skyrocket.

The best part is that these promotions typically come at no extra cost. In reality, they are structured to boost revenue. BOGO deals aren’t limited to product-based businesses. Service-based businesses like fitness studios, spas, salons, consultants, and trainers can offer BOGO deals on classes or training sessions to optimize their schedules or get new clients during a slow season. Since service-based businesses revolve more around time than product value, the primary cost is time, making this an ideal promotion, especially if you have availability.

4. Cashback promotions

Many shoppers appreciate getting something back after making a purchase. It’s almost like paying less upfront and having extra money for other desired items.

Moreover, rewarding customers in this way often cultivates loyalty and repeat business, making it a win-win for both parties.

5. Lifestyle discounts

Lifestyle discounts target a specific profession, age group, or demographic, usually requiring an ID for verification. These discounts are frequently available for:

• Teachers
• Students
• Veterans
• Seniors While you can offer these promotions year-round, consider capitalizing on specific months or days dedicated to certain groups. For instance, back to school discounts are excellent September promotions, while August is home to National Senior Citizen’s Day. Stay informed about these monthly marketing themes to plan your promos in advance and maximize their impact!

6. Flash sales and discounts

Flash sales create a sense of urgency, encouraging customers to buy now. This strategy can be particularly effective for businesses with a strong online presence.

There are at least two approaches to running flash sales. You can hold them once or twice a year or schedule them monthly to create anticipation and prepare customers for limited-time offers. Regardless of your chosen frequency, leverage social media and email marketing campaigns to announce your flash sales. Create a catchy branded hashtag to generate excitement and encourage participation!

Sales promotions that encourage repeat business

Repeat customers are often your most valuable asset. They tend to spend the most and are happy to recommend your products and services to others.

7. Vouchers and coupons

Distribute vouchers and coupons via email, your website, or printed materials like product packaging and catalogs. They serve as a great way to express gratitude to existing customers and motivate them to continue supporting your business. Consider offering mystery coupons to generate excitement around future purchases. This interactive approach provides a sense of gamification and elevates the perceived value of the discount.

If you choose this strategy, capitalize on the opportunity with a multi-faceted campaign and a strategically designed landing page. Even after customers click through to reveal their discount, continue to promote sale items or best-selling products to further incentivize a purchase.

Additionally, coupons can help recover potentially lost customers who have abandoned their carts. As of 2020, approximately 88% of online carts are abandoned. Offering discounts to those who might have been browsing can be the final push they need to complete a purchase.

88% of online shopping carts are abandoned, but presenting promotions to potential customers who are browsing might be all they need to finalize their purchase.

8. Charitable cause promotions

Why not make a difference while attracting more customers? Implement a charitable sales promotion to support a worthy cause and resonate with your audience. Let your customers know that for a designated period, a portion of your proceeds will be donated to a chosen charity. You can even make this an ongoing initiative, as demonstrated by Necker’s Jewelers in the example below.

Choose a charity you’re passionate about or one related to your industry. Cause-based marketing is a win-win-win: the charity receives donations, you showcase your brand values and attract like-minded customers, and your customers feel good knowing their purchases support a good cause.

9. Free shipping and returns

Alongside coupons, one of the most effective solutions for reducing abandoned carts is offering free shipping and returns. Free shipping removes a significant barrier to purchase, especially for customers hesitant to commit, even if they have prior positive experiences with your brand.

Free returns eliminate the concern of potential return shipping costs. By removing both friction points, you can encourage repeat purchases from your product-based business.

The most effective remedy for a high volume of abandoned shopping carts? Four words: Free shipping. Free returns.

10. Loyalty program promotions

Rewards and loyalty programs can be powerful motivators, even if they don’t offer immediate gratification. Consider these approaches: Offer double or triple loyalty points for a limited time to incentivize purchases. You can even provide bonus points for signing up for your loyalty program, encouraging larger initial purchases. Punch cards are another popular option, rewarding customers with a special offer after a certain number of purchases. Some businesses even offer small discounts for each use of the loyalty card.

This strategy not only keeps customers coming back for more but also ensures you generate enough revenue to offset the discounts provided.

Sales promotion examples for boosting brand awareness

The more familiar your target audience is with your brand, the more they will trust and anticipate your announcements and content. Let’s explore sales promotion ideas to build and strengthen your brand story.

11. Joint promotions

Whether your company has multiple brands or you collaborate with businesses in similar or related industries, joint sales promotions can be highly effective. Bundle products or services from each brand into a package and promote it through the participating brands. Your partners can reciprocate, providing free promotion for everyone involved.

This approach expands your brand’s reach, introducing new potential customers to your offerings and increasing the likelihood of future conversions. The partnership between Red Robin and the X-Men Wolverine franchise exemplifies a successful joint promotion.

Red Robin offered discounts to customers who presented their Wolverine movie ticket stubs. While the movie itself may not have been discounted, the promotion attracted individuals enticed by the prospect of a discounted burger afterward.

12. Social media contests and giveaways

Contests and giveaways on platforms like Facebook, Instagram, or your target audience’s preferred social media channel effectively generate interest in your business and attract new followers. For example, a common method involves asking followers to tag a specific number of people in the comments or share a post on their stories for a chance to win.

If you can generate enough excitement within your existing audience, this strategy guarantees exposure. It not only expands your reach on social media but also increases brand awareness among your ideal customer base, boosting the potential for meaningful engagement and future sales.

13. Shopping sprees

An “enter to win” contest offering a shopping spree in your store is an exciting in-store promotion. While you need to set reasonable limits to avoid potential losses, a generous shopping spree can spark powerful word-of-mouth marketing.

The winner will undoubtedly share their excitement and showcase their purchases, generating user-generated content that puts your business on the map and encourages others to explore your offerings.

14. Give branded gifts or bundles

Bundling your most popular or complementary services at a reduced price can be extremely appealing. It’s a fantastic way to get people talking about your business. Alternatively, offer branded gifts to existing and potential customers. Loyal customers will use your branded gifts frequently, increasing brand visibility and reminding others about your business. Both bundles and branded gifts can generate significant new interest in your company.

Businesses distributing promotional merchandise increase their chances of gaining new customers by 83%.

15. Referral discounts

Attracting new customers should be an ongoing priority. Offer discounts to current customers for referring friends or promoting your business on social media to maintain a steady flow of new clientele.

Consider offering a credit applicable to the customer’s next purchase. Determine whether the referral alone warrants the discount or if it should be contingent on the new customer making a purchase. If offering a discount regardless of a purchase, consider setting a referral threshold. For example, offer a 25% discount on the next visit for referring three friends.

Which sales promotion ideas will you try?

Here’s a recap of the 15 proven sales promotion examples and ideas we’ve covered:

1. Google My Business offer posts
2. Free samples
3. Buy one, get one free deals
4. Cashback promotions
5. Lifestyle discounts
6. Flash sales and discounts
7. Vouchers and coupons
8. Charitable cause promotions
9. Free shipping and returns
10. Loyalty program promotions
11. Joint promotions
12. Social media contests or giveaways
13. Shopping sprees
14. Branded gifts or bundles
15. Referral discounts You’ll likely find several strategies you can implement and test with minimal to no upfront cost. As we’ve discussed, the benefits of utilizing sales promotions can be substantial. Whether your goal is to increase sales, boost repeat business, elevate brand awareness, or achieve all of the above, it’s time to choose a sales promotion idea and put it into action!