The best prizes. Interesting facts about the history of the commodity exchange. You can also highlight forms of discounts

Hello! In this article we will talk about promotions to attract customers.

Today you will learn:

• How to conduct promotions for;
• What types of shares exist and how to come up with a share;
• How to calculate stock performance.

What are “shares” and why are they needed?

During the height of the economic crisis in the country, the issue of attracting new customers faces almost every enterprise. The situation is aggravated by the high level in almost all areas of business.

In such harsh conditions, entrepreneurs are forced to resort to the most stringent measures to attract customers. One of these measures is sales promotion.

Sales promotion – a promotion tool aimed at short-term increase in demand with the help of various promotions that stimulate purchases.

Promotions will allow you to achieve the following goals:

• Short-term increase in sales volumes;
• Capture market share for a long time;
• Attracting new consumers:
• Poaching consumers from competitors;
• Stimulating large volumes of purchases;
• Retaining loyal consumers.

Advantages:

• Drawing attention to the company, brand and product;
• Providing information about the product and the company to potential consumers;
• Significant increase in sales during the promotion period;
• Quick consumer response to stimulating effects;
• Sales focus.

Flaws:

• The short-term impact, as a rule, increases sales only for the duration of the promotion;
• Often have a negative impact on the image of the organization. If a high-level company begins to sell goods at a discount of more than 70%, it loses wealthy customers and attracts those who are ready to purchase products only at discounts;
• Significantly reduces company profits. A discount of even 5% has a painful impact on the company’s profits, which we will talk about a little later.

If these shortcomings don’t scare you, then let’s move on.

Promotion strategy development process

Any activity to attract visitors must begin with developing a strategy. Stocks are no exception.

The process of developing a sales promotion strategy includes the following stages:

• Formation of sales promotion goals;
• Identifying suitable stocks, which we will talk about a little later;
• Development of an incentive program: designation of the timing of the promotion, determination of the amount of the incentive (budget), determination of the conditions for participation in the promotion, methods of promotion and distribution of the incentive package, development of a mechanism for responding to the promotion, preliminary testing;
• Practical implementation of the incentive program through the use of various promotions;
• Evaluation of results.

Types of promotions to attract customers

At the moment, there are a very large number of different stock options.

The choice of one or another means of sales promotion depends on the following factors:

• Specifics of activity.
• Product type. For example, let's say you sell wedding dresses. It would be strange to give a second when buying one;
• Store format and location. For example, we own a stall selling pies at the station. There are three more similar stalls next to us. To attract consumers, we decided to hold a promotion. As a gift to a random lucky winner, we are providing a coupon for one free pie per day for a month. However, 90% of our consumers are passing through this place and they will not be interested in this promotion, and it will not help us resolve the issue with competitors;
• Activities of competitors in this area;
• Financial capabilities of the company;
• Purposes of the action.

Determine each of these parameters for yourself. Have you determined? Then let's move on to the types of shares.

Discounts

Discounts are the most popular and easiest way. Buyers are happy to buy goods with red price tags. The more you lower the price, the more purchases you will get. But be careful. Every percentage of the price hurts the margin of your products.

During the month of discounts, sales volume increased by 20% and amounted to 148 pies or 2,664 rubles. The pie margin for the promotion period was: 18-17.3 = 0.7 rubles.

Let's calculate the profit received during the month of the promotion: 0.7 * 148 = 103.6 rubles. Thus, thanks to discounts, we lost 209.4 rubles in profit with an increase in purchases by 20%.

Make it a rule to carry out such calculations before introducing a discount system.

Human psychology is designed in such a way that he practically does not notice a price reduction of less than 15%. Therefore, a discount of 5 or 10% will not lead to a significant increase in demand.

Discount forms:

• Seasonal sales;
• Discounts for large volume purchases;
• Discounts in honor of a special occasion (customer’s birthday, store opening date, etc.);
• Discounts for purchasing a certain category of products.
• Discount on defective goods;
• Discount on “product of the day”;
• Discount when purchasing in;
• “Bring a friend” discount.

Please note that the introduction of any discount must be tied to a specific occasion. If you simply lower your prices, the consumer will think about the quality of your product. It is discounts that tend to negatively affect the image of an organization if they are applied ineptly.

Gifts for purchase

This is also a very popular type of promotion. You can give away both your own products and those of your partners for purchase. In the first case, you will again have to calculate the change in sales volumes and profits so as not to go into the negative. But the second option is very tempting.

Find a partner company that needs to promote its product or brand and offer cooperation.

Example. Since the idea of ​​discounts at our pies stall failed, we decided to give gifts for purchases. To do this, we agreed with the store opposite that we would attract our customers to their outlet by issuing them a coupon to receive free tea from them. The store agrees, since the likelihood that a visitor will buy some product from them by going for free tea is very high.

Types of “gift with purchase” promotion:

• The second lowest priced product is free;
• Bonus from partners;
• Lottery;
• Discount card for purchase.

Loyalty cards

Almost everyone has several cards from their favorite stores in their wallet. They allow the buyer to benefit from shopping in this store.

The following forms of discount cards are distinguished:

• Discount cards– provide the client with a fixed discount. It does not change during the use of this card. Aimed at retaining visitors and linking them to the outlet;
• Savings cards– often the amount of benefit depends on the total quantity of goods purchased in monetary terms. The more you bought during the entire period of using the card, the greater your discount. Aimed at increasing the number of purchases and retaining customers;
• Club card– provided to special customers, for example, for a large purchase volume. It carries certain privileges, including: the opportunity to participate in promotions, permanent discounts, gifts.

You can’t just give out cards; time their gifting to coincide with some event or set conditions.

Here are some options for you:

• Store birthday;
• Large purchase volume;
• Issuance of discount cards to first visitors;
• Issuance of cards for participation in the competition;
• Selling cards.

Competitions and giveaways

This type of stock is actively gaining momentum. Hold a prize draw, come up with a competition, the winners of which will receive your products as a gift. This will allow you to increase company awareness and consumer loyalty.

There are two types of competitions:

• Related companies. In this case, the buyer must purchase a certain quantity of goods in order to receive a surprise. For example, buy 10 bottles of soda to collect the caps from them and get a prize. Aimed at increasing demand and attracting attention to the company;
• Unrelated to product. The consumer completes a task without having to purchase the company's product. For example, a consumer must write a story about their day at school in order to receive a free school supply kit.

Tasting

As a rule, it is carried out in large supermarkets. Moreover, this type of promotion is aimed not so much at increasing the sales volume of the product being tasted, but at increasing the sales volume of the supermarket as a whole. According to statistics, consumers who have tried a product buy 25% more than they planned in that store.

We will talk about calculating the effectiveness of this type of promotion a little later.

How to come up with a promotion to attract customers

To come up with a promotion to attract customers, you need to go through the following steps:

• Define your advertising campaign goals. What do you want to achieve? Increasing sales, increasing customer loyalty, attracting new customers or retaining existing ones. Write down all your goals;
• Determine the participants of the marketing campaign. Who exactly do you want to influence, who will influence it, who will control its implementation. Discounts can scare away wealthy clients from your company and attract consumers in the middle and low price segment. A club card may have the opposite effect. Promoters, salespeople, and customer service managers can influence consumers. The entire process will be controlled by a director or administrator. All personnel involved in carrying out the action must be trained: familiarized with the conditions, given instructions.
• Determine the motives of each participant. The consumer is interested in additional benefits, the seller is interested in premiums or bonuses for good results, the administrator is interested in fulfilling the plan, increasing sales volume. Correctly identifying the motives of each participant will allow you to effectively manage the process.
• Work to identify your customers' needs. What exactly might interest them?
• Think about when your promotion will be most relevant. For example, ice cream in winter will not cause such a stir among consumers as gingerbread cookies and hot chocolate.
• Decide on the type of promotion. It directly depends on the one for which you are holding the promotion. It is also important to determine the value of the gift. Remember that a large number of small bonuses attract consumers more than a few expensive gifts.
• Make the terms of participation in the promotion clear and short, otherwise the client will suspect deception or simply will not study your proposal. There shouldn't be too many conditions.
• Communicate with your consumer, answer his questions, play with him. This way you will gain precious trust.

Analysis of the effectiveness of the campaign

We have already discussed how to evaluate the effectiveness of discounts; evaluation of the effectiveness of the implementation of loyalty cards, gifts and competitions is carried out in the same way.

Remember that an increase in sales does not at all guarantee an increase in profits, because you lose on a discount or gift. In this case, when calculating efficiency, the gift should be considered as a discount (the cost of the gift = the amount of the discount).

Example. For the purchase of 5 pies at a time, we give chewing gum. The promotion will last one week. The price of chewing gum is 2 rubles. Let's assume that only those who initially wanted to buy them will buy the fifth pie, and we have 10 out of 50 people a week. Thus, thanks to the promotion, sales volume will increase by 200 rubles or by 10 pies. Our margin before the promotion was 2.7 rubles. The sales volume before the promotion was 90 pies. We calculate the profit for the week before the promotion 90 * 2.7 = 2 43 rubles.

Let's calculate how much additional profit we will receive from the promotion: 2.7 * 10 = 27 rubles. And we will lose: 2*10 = 20 rubles. Thus, the promotion will allow us to increase profits by only 7 rubles.

Now let's learn how to calculate the effectiveness of tastings.

Let's say we are conducting a tasting of our pies. The promotion will run for 2 days, 3 hours a day. The price of our product is 20 rubles. The cost is 17.3 rubles.

We plan to reach an audience of 20 people. The number of pies required is 20 pieces. In addition, we need a tray costing 200 rubles and a package of napkins costing 30 rubles.

Thus, the cost of carrying out the campaign will be 576 rubles.

Let's calculate using the formula: Break-even point = total costs/margin = 576/2.7 = 213 pies. We will have to sell this number of pies based on the results of the tasting.

According to the rule of information dissemination, everyone who tastes the pie will tell three of their friends about the product, and each of these three will tell three more.

Thus, the maximum number of buyers who will come to the stall based on the results of the tasting will be 180 people. We don’t know how many pies they will buy, but according to pessimistic calculations (everyone will buy only one pie), this number of buyers is not enough. The project is risky.

Examples of the best stocks

Promotion at the airport.

A couple of years ago, an American airline held a raffle for travel packages. The conditions were as follows: a person waiting for a flight was asked to press a button, after which the computer randomly determined the country to which the lucky person would go. In this case, all travel expenses were paid by the airline.

Free lunch.

One of the Chinese sites ran an interesting promotion. For a month, every hour for 1.5 seconds a button appeared on the resource page, by clicking on which the lucky person received a free lunch. By the way, the number of site visitors increased 4 times this month.

An example from Russia.

The Moscow Geocafe holds a promotion every day. Its conditions are as follows: at 18:00 Moscow time, a drawing for a free dinner was held between cafe visitors. The winner was determined randomly. Second and third places were also determined and received a bottle of wine and a 50% discount on their order, respectively.

Promotion in the store.

In one of the Vilnius denim stores, the following promotion was held: all customers who came without pants were given free jeans of their choice. As a result, on the day of the promotion, a line of freebie lovers lined up in the store. However, be careful with such promotions, otherwise you may face legal consequences.

Hello dear traders and readers of UTmag. I bring to your attention several interesting and educational facts about the stock exchange that interested me, and I hope they will interest you too. 1. There are several versions of the origin of the concept “ ”, in one of which it takes its roots from the surname Van Der Burce, who was a Dutch merchant. The fact is that in the thirteenth century in the city of Bruges, he provided a place next to his house where various merchants and traders gathered, most of whom were money changers. By the way, there were three wallets on his family Coat of Arms, which inclines many to this version. The second version refers to the Latin word bursa - leather wallet. In many European languages, this word has common roots, so in French the word boursa simultaneously means a student scholarship, as well as a stock exchange. In German this word will be borse, and in Italian borsa. It is also interesting that in the Middle Ages in Western Europe this was the name for dormitories for poor university students. 2. We all know such concepts as “bulls” and “bears,” but where did these concepts come from? Why are traders who are short-sellers called “bears”, and those who are long-term traders “bulls”? The point is that this is connected precisely with the behavior of these animals, like this: bears hit with their paws down, and bulls, on the contrary, with their horns up. 3. The largest stock exchange is the New York one. It so happened that in Russian financial slang they called her Nyusey. This happened because of the abbreviation NYSE - New York Stock Exchange. 4. How did stock trading begin in New York? In 1792, about twenty traders agreed that if the weather was clear, they would gather under the poplar tree, and if it was cloudy, they would gather at the Francis Tavern. Although the exchange itself is now located on Wall Street, neither the rules nor the amount of commissions have changed since then. 5. Did you know that exchange participants work on the principle: “Whoever is louder gets the most profitable”? This fact was perfectly presented in his novel by N. Nosov: “Dunno on the Moon,” it can be called a fascinating textbook on trading for children. In the novel of all brokers
he called them loudmouths and loudmouths, and so that they would not create unnecessary noise, they worked in the middle of the lakes at the stock exchanges who had dropped anchor there. 6. Sometimes the traders themselves, in order to stand out from the loudmouths and loudmouths, wore huge heels so that they were better visible. It was because of this that in the year 2000 the Chicago Stock Exchange adopted a resolution that limited the height of traders' heels. The purpose of this resolution was to reduce injuries. 7. In 2009, the magazine “Finance” conducted an interesting experiment: What income will the monkey show? Thirty cubes with companies that list their shares on the stock exchange were placed in front of the monkey, and she chose eight of them. At the end of the year, summing up the results, the monkey showed greater income than the investments of NINETY-FOUR percent (94%) of Russian collective managers. 8. Interestingly, the Chinese word for stock exchange is 交易所 (jiaoisuo). This word will consist of 2 parts. The first part, also known as the first two characters (交易), means trade. The second part (所) denotes place. That is, a “place of trade.” You can even say that the word “exchange”, as in Russian, does not exist in Chinese. and there is a “place of trade” that is understandable even to anyone not related to finance. It is curious that the word “fair” has the same basis, differing only in one hieroglyph. That is, for the Chinese there is no difference between a fair and an exchange, which is essentially true.

Several unusual cases and facts related to the stock exchange and stock trading. Which one do you think is the most interesting? In our company, opinions were divided between 2 and 6. Happy Friday everyone!

1. In 2005, an inexperienced trader at a Japanese bank wanted to sell 1 share of J-Com for ¥610,000. Instead, he mistakenly submitted an order to sell 610,000 shares at ¥1 each. This was the equivalent of selling $3 billion worth of stock for just $5,000.

2. Somali pirates set up their own exchange in 2009, where locals could invest in pirate attacks on ships and receive a share of the “profits.”

3. Every Christmas, Walt Disney gave his housekeeper Disney stock, which she never sold. At the time of her death, the housekeeper's estate totaled $9.5 million, half of which was given to charity, according to her will.

4. Ronald Wayne was one of the founders of Apple. In 1976, he sold his stake in the company for $800. Today his stake would be worth $35 billion. But Wayne said he doesn't regret selling the shares because he made "the best decision I could with the amount of information I had at the time."

5. In order not to become a monopolist in the market, in 1997 Microsoft bought 150 million non-voting shares of Apple, which at that time was going down.

6. In 1954, economist Armen Alchian was able to discover the secret metal used to develop a new hydrogen bomb simply by checking the stock prices of possible supplying companies.

7. People have been interested in investing since ancient times. According to historical data, around 1700 BC. In Babylon, the Laws of Hammurabi were created, which described the basic rules of investment, loans and financial transactions.

8. Norway's pension fund owns 1% of all publicly traded shares in the world and is the largest sovereign wealth fund.

9. Men and women invest differently. Among men, shares of such companies as Tesla, Coca-Cola, Ford and Microsoft are popular. Women choose less trendy stocks, such as JP Morgan, Boeing and Netflix. Men are more active with their investment portfolios, but they are 25% more likely to lose their investments than women.

10. Shares of companies that sell tobacco, alcohol or gambling are called “sin shares.” And buying shares of socially responsible companies is considered “ethical investing.”

The concepts of traders, trading, securities market, stock exchange have long been firmly established in our lives. Many people know what the stock market is and the basic principles of its operation. We offer some interesting facts related to these concepts.

No one knows for sure how the very concept of “stock exchange” arose. There are several versions here. One of them is that the roots of the concept go back to the 13th century, to the Dutch merchant Van Der Burce. Living in the city of Bruges, this gentleman provided local traders and merchants with a place near his home to conduct all kinds of financial transactions. The family coat of arms of this financier depicted three wallets, so many are inclined to consider him the founder of the stock exchange.

Today, the New York Stock Exchange is recognized as the largest stock exchange. She began her work in 1792. Then about twenty people agreed to meet to resolve their trading issues under a poplar tree in sunny weather or in a tavern in case of rain. More than 200 years have passed, the New York Stock Exchange (which we, by the way, call Nyusey because of the abbreviation) is now located on Wall Street, but since those ancient times of “poplars and taverns” neither the rules nor the amount of commissions have changed. Enviable consistency!

Over the course of many decades, thanks to trading on stock exchanges, many people have both gone broke and become millionaires. A very interesting story about how the Rothschild millionaires made their millions. Indeed, it is not without reason that they say that by owning information, you can own the world. And if you know for sure where to invest correctly, then the devil himself is not a brother!

The Rothschilds' desire to be the first to know news and their hobby - breeding pigeons, which at that time were often used as postmen, helped them make their fortune. The story took place back in 1815, when the stock exchanges froze in anticipation of the outcome of the Battle of Waterloo. Since at the beginning of the battle the advantage was clearly on the side of the French commander, London was notified that victory was practically in the cards for the French. However, we know the outcome of the battle from the lessons of history. Napoleon was defeated.

Encrypted reports about this were urgently sent to the Rothschilds. And the next morning Nathan in London and Jacob in Paris ostentatiously mourned Napoleon’s victory on the battlefield and sold off their shares. The exchanges panicked, because the Rothschilds are always the first to know everything! A hysterical sale of all English, Prussian, and Austrian securities began, which immediately depreciated in value. Meanwhile, the cunning brothers bought them for next to nothing. And only two days later the brokers learned that in fact Napoleon had lost the decisive battle, and the Rothschilds had carried out the largest financial operation, and at the same time earned about 40 million pounds sterling.

Promotions- not expensive and very interesting advertising format. Events lasting several days can be decisive for your company, increase brand awareness among your target audience and attract new customers.Below is a selection of successful promotional events held, which allowed some companies to reach a new level, and well-established brands to once again remind themselves and consolidate their position.

1. A unique promotion was invented for the Eichborn publishing house. At the book fair in Frankfurt, to attract visitors' attention At its stand, the Eichborn publishing house used...a fly as an advertising medium for the first time. 200 flies were caught in advance, ultra-light stickers with the coordinates of the publishing house’s stand were attached to their legs, and they were released to fly freely around the pavilion. The flies landed on everyone who came, thus “handing” the advertisement directly into their hands.

2. Whomever you see in Moscow. People from all over Russia flock here. But in the fall of 2008, residents of the capital were surprised not by people, but by squirrels. People in squirrel costumes periodically appeared on the streets, squares, and subway cars, putting on performances and fooling around. As a rule, this happened against the backdrop of advertising posters for Snickers chocolate. It all ended with a final chord: a fight of squirrels on Red Square, which ended with the arrival of the police. Moreover, all the squirrels’ performances were filmed, which subsequently allowed the videos to receive more than 500,000 views on YouTube. This is a viral ad.

3. The American TV channel VH1 also used promotions to popularize its new show. A dozen pedicabs in New York were branded for the “Dating Naked” show. The clients of these rickshaws were half-naked couples who rode around the city around the central station, attracting the attention of all passers-by and advertising the new show.

4. They are often used as part of promotions. So, for the Old Navy brand, specialized machines were invented to sell flip flops for $1. Residents of New York and Los Angeles passing by could either buy a pair of sneakers for $1, or tweet about the promotion and receive the shoes as a gift. In just 3 days, the brand received more than 12 million tweets.