Using the Sale of One Item To Boost the Sales of Others
In our last post, we explored how a direct promotion can increase the sales of a membership or event item. In today’s post, we’re going to explore what may be the most powerful capability of Membee’s Promotions feature. We need to remember that the goal of a promotion: “A successful promotion will acquire revenues that …
In our last post, we explored how a direct promotion can increase the sales of a membership or event item. In today’s post, we’re going to explore what may be the most powerful capability of Membee’s Promotions feature. We need to remember that the goal of a promotion:
“A successful promotion will acquire revenues that to date, have been unachievable.“
What if you could require a prior purchase of a specified item before the purchaser receives the opportunity to purchase additional item(s) at a discount? Sales of the specific item increase because the purchaser has the incentive to buy that item in order to gain the opportunity to buy the second item at a discounted price. Sales of the second item increase thanks to its discounted price.
Membee’s conditional promotion feature will achieve exactly that! Lets have a look at an example of this powerful feature.
The Details
Here are the key features of our promotion:
- We want to target non-members
- We want more of them to get involved because this gives us a chance to show them how valuable our organization can be to them
- If they agree to purchase a registration at our conference, we will offer them two incentives
- A free membership
- A 10% discount on our networking event series
- We want all of this to be automatic!
Setting Up the Promotion
The Promotions feature is located in the Financial section on Membee’s Admin page. This is where you go to create and revise your promotions. In our example, we’re defining a powerful “conditional ” promotion that will permit a 100% discount (free) off the purchase of a new membership.
Remember that a promotion does not change the price of the item but instead applies a “credit” to the transaction. In our example, the 100% discount will reduce the purchase cost of the $100 Premium membership to zero by charging the full $100 for the Premium membership and then applying a $100 credit to the transaction. The new member will renew at $100, the true price of a Premium membership and of course, any new member who does not have the promotion’s promo code will pay the full price for the Premium membership. The same is true should they purchaser take advantage of our offer of the 10% discount on our networking event series.
Let’s have a look at this promotion’s setup in Membee starting with the “General Settings” panel where we’ve set the following:
By telling Membee that we want to create a “Conditional” promotion and in doing so, Membee provides us with a series of settings unique to a conditional promotion.
The Required Purchase Item panel allows us to specify that the purchaser must purchase a “Non-Member Registration” for our “25th Annual Conference” event in order to gain access to the discounts.
The “Promo Codes” panel shows the membership and event items that the purchaser will receive discounts for.
Our conditional promotion is offering a generous offer of a free membership and a discount on future registrations for events in our networking event series. Lets look at the details of the discounts on these two items.
When the purchaser completes the purchase of the required item, Membee delivers an email to the purchaser that contains the details of the discounts they are eligible for. These details are used in the email.
We’re discounting the purchase of a membership by 100%.
The discount for the new membership will not expire .
We are restricting the discount so that it can only be used once.
In addition to a free membership, our conditional promotion also offers a 10% discount on our “networking” event series:
A powerful setting is the ability to have the discount applicable to all events within an event category.
As we know, Membee will use an email to deliver the discounts to the purchaser once they complete the purchase of the required item. Full control of the email template used to deliver the discounts is available in the definition of the conditional promotion.
What if they have a question? You set who replies are directed to.
The {PromoCodeBlock} merge variable delivers the details of the discounts to the purchaser.
The Preview feature lets us see exactly what the purchaser will see when they receive the email.
How the Promotion Works During the Event Purchase
It all begins with a purchase of a Non-Member Registration item in our conference event:
When payment is received, the purchaser automatically receives the promotion’s email that delivers the two discounts defined in our promotion:
Everything the purchaser needs is contained in this email. They are literally a single click away from utilizing the discount and making another purchase.
Resources to Make All This Happen
Let’s get to work and get those new revenues rolling in! The link below will provide everything you need to create your own promotions (the document is secure so be sure to have your Membee username and password handy when you click the link).