Sales Promotion boosts short-term traffic.
As distinct from advertising, sales promotion activities should deliver a measurable short-term lift in dollar sales, units moved, customers served. The central attraction for a consumer to a sales promotion offer is a decrease in price or an increase in perceived value from what is normally experienced. Terms like "Limited Time", "Hurry. Only 4 More Days" or "Special Offer" are phrases that indicate promotional activities are underway. Restaurants, too, can realize increased revenue from conducting sales promotions at various times of the year.
Boost Traffic During Slow Sales Periods
Most restaurants have a slow day or two each week, or a slow couple of hours during the day. These are the times to do sales promotion activities to boost traffic and revenues.
Thwart a Competitor
Sales promotion can also be effective in thwarting a competitor. Not only does a timely sales promotion take some of the attention away from the competitor's thunder but also works to increase the revenues of the restaurant smart enough to have the promotion.
Collective Promotion and Individual Benefits
Restaurants in New York City and other major cities annually conduct "Restaurant Week." This is a major sales promotion drive in which restaurants, especially upscale restaurants, drastically reduce prices to lure new customers to try their fare. Restaurant Week is an opportunity for even small restaurants to get in on the public-relations buzz.
Tags: sales promotion, promotion activities, Restaurant Week, sales promotion activities