Coupons and Discounts as a
Way to Boost Sales
When we mention the word ‘coupons’ what comes to mind? Does your
mind jump to thoughts of Sunday newspaper inserts overflowing with
grocery coupons? Probably so.
As artists, we can learn something from those grocery makers. Have
you ever wondered why big food companies consistently issue coupons?
Because they recognize that coupons and discounts, even small, are
one fantastic way to get people to try a new product. Similarly,
you can use coupons and discounts as a way to grow our art-buying
audience.
Coupons and discounts are a surefire way to capture the attention
of your buyers and potential buyers. But how do you even begin developing
your coupon/discount strategy? Consider the questions below:
-->What photography or art is your proven seller? A consistently
strong seller isn’t immune from coupon possibilities. Consider creating
limited edition prints or photos and raising the price, then offering
a small discount to current art patrons.
-->What pieces or prints are stockpiling, taking up valuable
space in your studio? If you’ve been trying to ignore that pile
of prints taking up space on the edge of your desk, now is the time
to act. Consider using the prints as a ‘freebie’ given to people
who purchase other work. Have a 2 for 1 sale offering people the
chance to buy one for them and one for a friend. Offer them at 75%
off their original price..
When you have an idea of which pieces are collecting dust while other
pieces are collecting checks, you can develop your coupon/discount
strategy even further. A few things to consider:
-->Online, offline or both? When developing your promotion, think
about how you want to deliver coupons or discount offers.
-->Online: Coupon offers are easy to add to your current online
activities. Place coupon offers in your e-newsletter, your e-mail
signature block or feature them prominently on your web site.
-->Offline: Mailing or hand delivering a coupon adds a special
touch and gives you a large amount of creative freedom. Consider
making coupons available at the counter of the gallery where your
work is being shown, and make sure you have your patrons’ mailing
addresses so that you can keep them abreast of the latest exclusive
offerings.
-->Consider cross promotion: If there are other artists with
whom you partner, consider cross-discounting and promoting each
other’s work both online and offline. Additionally, if there is
any cost incurred, this partnership offers the perfect way to share
the financial burden.
-->Define your limitations. Good news travels fast—and news about
free stuff travels even faster. Should you decide to offer a freebie
as an incentive, be aware that news of your promotion may travel
farther than you ever anticipated. The Internet is filled with web
sites and message boards focused on freebies and bargains, with
people gleefully signing up to receive any free thing you’ll send
them. Consider limiting availability of your initial offering unless
you're capable of producing and meeting any exponential demand.
-->What you see is what you get: Coupons are very literal, tangible
things. Make sure you think through all of the elements of your
coupon: from the size and format to offer language. Think about
it this way—if you depict matted work on your coupon then the customer
will likely assume the product will be matted. Make sure that you’re
creating the right expectation.
-->And speaking of matted: Scrap materials (like scrap matting,
overrun photos, etc.) can be creatively used to develop your offline
promotion. Showcase not only the offer, but also your expertise
by creating an attractive, attention-grabbing coupon. Don’t be afraid
to combine a variety of different materials into a 3-D object—a
coupon doesn’t have to be flat and boring
Coupons are a fantastic, easy way to reach your audience and reach
out to new audiences. So the next time you’re looking at increasing
sales or moving-out slow moving product put your coupon-creator
hat on!
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