{"id":8687,"date":"2020-12-23T17:14:08","date_gmt":"2020-12-23T16:14:08","guid":{"rendered":"https:\/\/gotoclient.com\/?page_id=8687"},"modified":"2026-02-19T16:44:09","modified_gmt":"2026-02-19T15:44:09","slug":"the-b2b-and-consumer-promotions-definitive-guide","status":"publish","type":"page","link":"https:\/\/gotoclient.com\/en\/guides\/the-b2b-and-consumer-promotions-definitive-guide\/","title":{"rendered":"The B2B and Consumer promotions definitive guide 2025"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h1 class=\"wp-block-heading\" id=\"h-the-b2b-and-consumer-promotions-definitive-guide-2023\"><strong>The B2B and Consumer promotions definitive guide 2025<\/strong><\/h1>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><a href=\"https:\/\/landingpages.gotoclient.com\/the-b2b-and-consumer-promotions-definitive-guide\" class=\"block-button\" target=\"_blank\">\n    Download the PDF document<\/a>\n<style type=\"text\/css\">\n    #button-block_21d8389bc3a6fabbc3c65321c317263f {\n        background: ;\n        color: ;\n    }\n<\/style>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is the 2023 <strong>definitive guide to B2B &amp; Consumer promotions<\/strong>: the tips &amp; tricks we have learnt at Gotoclient from 150+ promotions for both B2B and B2C companies in the last ten years. tips &amp; tricks from 10 years of experience<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If you\u2019re working at an advanced level and need a <strong>comprehensive guide <\/strong>to help you <strong>get great results in your promotional campaigns<\/strong>, keep reading! If you\u2019re looking for something that is more entry level, you can read this guide from <a href=\"https:\/\/www.cleverism.com\/sales-promotion-gets-you-3x-customers\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Cleverism<\/strong><\/a> and this one from <a href=\"https:\/\/keap.com\/resources\/a-comprehensive-guide-to-sales-promotions\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Keep<\/strong><\/a>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Promotions can <strong>generate demand and increase customer satisfaction<\/strong>. As a result of the pandemic and inflation, according to <a href=\"https:\/\/gotoclient.com\/en\/blog\/latest-covid19-market-stats-marketers-sales-leaders\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>McKinsey<\/strong><\/a>, <strong>+40% of Italian consumers are more sensitive to price<\/strong>, and <strong>31% of French consumers try to spend less money on unnecessary purchases. <\/strong>In addition, <a href=\"https:\/\/gotoclient.com\/en\/blog\/latest-covid19-market-stats-marketers-sales-leaders\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Deloitte<\/strong><\/a> shows that <strong>27% of US consumers<\/strong> were <strong>worried about making future payments<\/strong>, and <strong>43% were postponing their purchases<\/strong>. In <strong>Spain 45% \/ 42%, Italy 38% \/ 50%, France 23% \/ 49%, UK 21% \/ 39% and Germany 22% \/ 33%. <\/strong>Promotions are more important than ever to add value for consumers and B2B clients.&nbsp;<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe loading=\"lazy\" class=\"lazy-loaded\" width=\"560\" height=\"315\" data-lazy-type=\"iframe\" data-src=\"https:\/\/www.youtube.com\/embed\/cPbwUJNJx-8\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" src=\"https:\/\/www.youtube.com\/embed\/cPbwUJNJx-8\" style=\"\n    height: 315px;\n\"><\/iframe>\n\n\n\n<div style=\"height:103px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Why this guide?<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>Find useful information and resources for your promotions.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>Launch effective B2B &amp; consumer promotions.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>What to expect from the guide?<\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Useful information<\/strong> on B2B &amp; B2C promotions.<\/li>\n\n\n\n<li><strong>\u00b7 Essential tips &amp; tricks and key recommendations <\/strong>on promotions and how to get the best results.<\/li>\n\n\n\n<li><strong>\u00b7 Free templates &amp; resources<\/strong> for promotions.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1\"><strong>1. <strong><strong><strong>Top B2B promotions<\/strong><\/strong><\/strong>&nbsp;<br><\/strong><\/h3>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>B2B purchases usually require a <strong>longer process<\/strong> and are <strong>typically based on metrics, and, in certain cases, brand trust.<\/strong> Some B2B decisions may need <strong>approval from several departments and commitment from multiple stakeholders<\/strong>. Promotions can help speed<strong> up the B2B decision making process<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here are the most common B2B promotions:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-trade-in-or-trade-up-plans\"><strong>Trade-in or trade-up plans<\/strong><\/h4>\n\n\n\n<p>This is where <strong>companies receive an incentive to return the products they are currently using and replace them with brand new promoted products.<\/strong> You will <strong>normally off a discount for this<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Implement trade-ins for high-cost products:<\/strong> This type of promotion is commonly more attractive and useful for high-cost items.<\/li>\n\n\n\n<li><strong>\u00b7 Be clear on the mechanics<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Understand legal implications<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Have a crystal-clear communication<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/portfolio.gotoclient.com\/work\/770-2\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Trade-in plan example<\/strong><\/a><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In June 2019, we launched a <strong>trade-in program<\/strong> for <a href=\"https:\/\/www.epson.it\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Epson Italy<\/strong><\/a>. They wanted to <strong>get resellers<\/strong> to <strong>buy their B2B Inkjet solutions.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To achieve the objective, we built an <strong>incentive program<\/strong> for <strong>resellers to hand-in their current printers<\/strong> and <strong>buy the Inkjet <\/strong>with an <strong>added incentive<\/strong>. See the promotion on <a href=\"https:\/\/tradeinkjet.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>this link<\/strong><\/a>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When we think about cashback, the first thing that probably comes to mind is B2C cashback. But this is also good in a B2B context. Here, the main difference is that B2B cashback is <strong>more focused on SaaS and products. <\/strong>This is a great way to <strong>increase revenue and sales<\/strong>. <strong>The more companies buy, the greater they will be rewarded. <\/strong>Here, if you work with <strong>distributors to sell your promoted products<\/strong>, it\u2019s a good idea to <strong>include them in the promotional campaign terms and conditions<\/strong>.<\/p>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Add a time limit to claim your cashback: <\/strong>It&#8217;s a good idea to add a sense of urgency to the buyer of your product \/ Saas.<\/li>\n\n\n\n<li><strong>\u00b7 Develop a key message to accompany your goals: <\/strong>More and more B2B businesses are developing this strategy. So, to stand out from the competition, build a strong message that fits with your campaign. The more focused the message is, the better results you will see.<\/li>\n\n\n\n<li>\u00b7 <strong>Think about a communication plan:<\/strong> You need to get your promotion out there. Email, social networks, and paid ads are useful tools here. Offline communication such as wobblers or flyers can also be useful for your retailers.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:102px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-channel-loyalty-program\"><strong>Channel loyalty program<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Channel loyalty programs are aimed at <strong>companies<\/strong> who need to <strong>increase sales<\/strong> or <strong>retailer engagement<\/strong>. The incentive here <strong>doesn\u2019t always have to be money<\/strong>. You can also give <strong>gifts or coupons<\/strong>, for example.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For more info on channel loyalty programs, check out our <a href=\"https:\/\/gotoclient.com\/en\/guides\/the-channel-loyalty-program-definitive-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>definitive guide<\/strong><\/a>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Set a realistic incentive:<\/strong> It&#8217;s essential to provide an attractive and useful incentive, but you must be realistic about how much you can offer. Make sure you properly budget for the incentives you are going to give away.<\/li>\n\n\n\n<li>\u00b7 <strong>Consider offering training: <\/strong>Training is a good investment for both parties; your partners learn about your product, and they will probably improve their sales!<\/li>\n\n\n\n<li><strong>\u00b7 Develop an effective communication strategy:<\/strong><em> <\/em>It\u2019s important to build a communication plan to determine when and what you are going to tell your partners. Be direct and constant \u2013 this will help you build a better relationship with them.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/portfolio.gotoclient.com\/work\/fujifilm\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Channel loyalty program example<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We created a channel program for <strong>Fujifilm<\/strong>, a world-famous photography company. They wanted to <strong>increase sales and improve engagement with their partners<\/strong>. We helped them develop and launch a channel loyalty program where <strong>distributors and retailers<\/strong> could <strong>register their purchases<\/strong> and <strong>receive points that could be redeemed for gifts.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To see the promotional website, go to <a href=\"http:\/\/gotoclient.com\/selected\/fujifilm\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>this link.<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:102px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-try-buy\"><strong>Try &amp; Buy<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Customers can <strong>receive free products to try before they buy<\/strong>. This is a good way to<strong> showcase your product and its benefits. Be careful<\/strong> with this strategy, as <strong>costs can be high<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It\u2019s a good idea to offer <strong>products related to what your customers have purchased previously<\/strong>. If you sell office products for example, it might be good to offer a lamp.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Make sure your try &amp; buy promotion offers genuine value:<\/strong> Consider how your campaign can increase revenue and value. Answer this question: <em>What can we provide for free to tempt customers to buy from us, that is a low cost to our company?<\/em><\/li>\n\n\n\n<li><strong>\u00b7 Start with simple products: <\/strong>If you&#8217;ve never offered anything like this before, accessories are a great starting point.<\/li>\n\n\n\n<li><strong>\u00b7 Include high-rated products:<\/strong><em> <\/em>To prevent returns that you cannot sell afterwards, use products with higher ratings.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>Think hard about the needs of your target audience before deciding on a promotion.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/portfolio.gotoclient.com\/work\/try-win\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Try &amp; Buy example<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"2\"><strong>Netgear<\/strong>, a multinational computer networking company,asked us to create a promotion to<strong> increase NAS penetration within distributors and retailers. <\/strong>As a solution, we launched a<strong> Try &amp; Buy campaign<\/strong> combined with a <strong>sweepstakes promotion<\/strong>.<\/p>\n\n\n\n<div style=\"height:85px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-top-consumer-promotions\"><strong>2. Top consumer promotions<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>B2C purchases tend to be <strong>emotionally driven<\/strong>. Consumers can be swayed by:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 A <strong>closer relationship with the brand.<\/strong><\/li>\n\n\n\n<li>\u00b7 A <strong>campaign message that resonates with a consumers&#8217; thoughts and feelings.<\/strong><\/li>\n\n\n\n<li>\u00b7 Users find the product <strong>attractive, and it meets their needs.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That&#8217;s why, in this case, you should <strong>not only focus on what you&#8217;re going to promote<\/strong>. You must also invest time in <strong>creating a compelling naming strategy<\/strong> to make <strong>your target audience feel connected. <\/strong>Finally, if you want to know <a href=\"https:\/\/gotoclient.com\/blog\/how-to-avoid-mistakes-when-creating-online-advertising-promotions-for-consumer-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>how to avoid the most common mistakes<\/strong><\/a> with online promotions, we recommend reading <strong>this post.<\/strong><\/p>\n\n\n\n<div style=\"height:109px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-b2c-cashback\"><strong>B2C cashback<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Final consumer cashback works in the same way as in B2B. However, as B2C users act differently, the promotion must also be <strong>focused on their needs<\/strong>. <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Accompany your offer with a strong message:<\/strong> According to <a href=\"https:\/\/gotoclient.com\/en\/blog\/latest-covid19-market-stats-marketers-sales-leaders\/\"><strong>McKinsey<\/strong><\/a>, 59 million jobs are at risk in Europe. This makes price a <strong>key factor<\/strong>. Cashback helps to <strong>reduce the expenditure.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Work on psychological prices: <\/strong>You need to set a strategic cashback. A good practice is to offer round numbers, like \u20ac50, \u20ac100 etc.<\/li>\n\n\n\n<li><strong>\u00b7 Use cashback instead of price cuts: <\/strong>With this promotion, you don\u2019t need to reduce prices. In addition, <strong>cashback works better than discounts.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/portfolio.gotoclient.com\/work\/netatmo\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>B2C Cashback example<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"http:\/\/gotoclient.com\/selected\/netatmo\/promo3\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Netatmo<\/strong><\/a>, a smart home devices company, wanted to encourage <strong>people to buy their products<\/strong> from the <strong>selected Point of Sales<\/strong>. We delivered <strong>3 cashback promotions<\/strong> in <strong>Spain over a period of 6 months<\/strong>, where <strong>7 retailers participated<\/strong>.<\/p>\n\n\n\n<p>With deferred bundles, <strong>consumers buy a promoted product<\/strong> and immediately receive <strong>a specific gift, coupons etc<\/strong>. Users are told <strong>if they meet the requirements<\/strong> and <strong>follow the promotion&#8217;s terms and conditions<\/strong>, they <strong>will receive the incentive.<\/strong><\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Offer an incentive aligned with your values and goals: <\/strong>Users must feel a connection with your promotion and the gift they will receive. Search for the incentive that best fits your promotion.<\/li>\n\n\n\n<li><strong>\u00b7 Opt for giving a new product or service: <\/strong>If you recently launched a new product or service, you can offer it as a gift in order to get it out there.<\/li>\n\n\n\n<li><strong>\u00b7 Consider using products from the same brand again: <\/strong>If you have a successful partnership, think about doing it again with another product from the same brand.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:110px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-deferred-bundle\"><strong>Deferred bundle<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In this case, with deferred bundles, <strong>consumers buy a promoted product,<\/strong> and they <strong>obtain a specific gift, coupons, etc. immediately<\/strong>. Users know <strong>if they meet the requirements<\/strong> and <strong>follow the promotion&#8217;s terms and conditions<\/strong>, they <strong>will receive the incentive.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Offer an incentive aligned to your values and goals: <\/strong>Users must feel identified with your promotion and the gift they will receive. Search for the incentive that best fits your promotion.<\/li>\n\n\n\n<li>\u00b7 <strong>Consider creating future strategies with the brand you will work: <\/strong>If you decide to offer a company&#8217;s gift and it works, you can think about repeating another collaboration.<\/li>\n\n\n\n<li>\u00b7 <strong>Opt for giving a new product or service: <\/strong>If you recently launched a new product or service, you can give it as a gift to make it known.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/portfolio.gotoclient.com\/work\/tom-tom\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Deffered bundle example<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>TomTom<\/strong> needed to <strong>increase sales of its sat nav devices<\/strong>. We helped them deliver a deferred bundle <strong>promotion<\/strong>. We offered consumers a <strong>free Fujifilm Instax Mini 9 camera<\/strong> for each TomTom device purchase. See the <a href=\"https:\/\/gotoclient.com\/selected\/tomtom\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>promotional website<\/strong><\/a> on this link.<\/p>\n\n\n\n<div style=\"height:106px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-instant-win\"><strong>Instant win<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Consumers<strong> make their purchase,<\/strong> and <strong>know immediately if they are a winner.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Create an omnichannel campaign: <\/strong>To get the widest possible participation, we recommend developing an omnichannel campaign. This gives customers an integrated experience from beginning to end.<\/li>\n\n\n\n<li>\u00b7 <strong>Provide an optimal User Experience: <\/strong>It\u2019s important to offer an effective user experience to your target audience, because you need them to feel a connection with the promoted product.<\/li>\n\n\n\n<li><strong>\u00b7 Think about offering discounts or coupons to users who have participated: <\/strong>You can also give discounts or coupons to those consumers who participated but didn&#8217;t win. Consequently, they will remain interested in your brand. <\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.petrus.es\/balance\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Instant win example<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Esselte, <\/strong>an office solutions company, wanted to <strong>increase sales of staplers across Spain<\/strong>. We developed and launched an instant win campaign where users had to <strong>buy one of the promotional products<\/strong> for a chance <strong>to win a suitcase<\/strong>.&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The <strong>number of winners was limited to 10 per month<\/strong>, and people would only know if they had been successful once they redeemed their code.<\/p>\n\n\n\n<div style=\"height:106px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-raffles\"><strong>Raffles<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This type of promotion is mainly used to <strong>increase brand awareness and engagement<\/strong>. Companies usually use their <strong>website to promote their raffles.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Raffle a valuable product or service: <\/strong>You must give users a reason to participate. It has to be an attractive and high-end product or service. Also, it should be an item that users would not normally buy.<\/li>\n\n\n\n<li><strong>\u00b7 Set the campaign terms according to your goals:<\/strong> Be careful not to introduce too many conditions, otherwise your entry rate will drop.<\/li>\n\n\n\n<li><strong>\u00b7 Add an &#8220;accept communications&#8221; option: <\/strong>If entrants agree to this, you will be able to keep in touch with them.<\/li>\n\n\n\n<li><strong>\u00b7 Don\u2019t forget about legal issues: <\/strong>There are some legal implications you should take into account. There is more on this in section 3.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><a href=\"https:\/\/portfolio.gotoclient.com\/work\/gana-con-logitech-abu-dhabi\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Raffles example<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In 2017 we worked with <strong>Logitech<\/strong>. We launched a raffle to <strong>increase sales. <\/strong>We offered an <strong>exclusive trip to the Hilton Abu Dhabi.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>Once you have established a winner, you can also offer a special discount for those who participated.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:103px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-bundles\"><strong>Bundles<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The main goal is to create a bundle of <strong>two or more products \/ services<\/strong> and <strong>add a discount<\/strong>. This is a great way to induce customers to <strong>buy in bulk.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Add value: <\/strong>We recommend including products that adds value to the main product. For example, if your company is a cosmetic, add tools to a product to give a better experience.<\/li>\n\n\n\n<li>\u00b7 <strong>Pick products or services your target audience wouldn&#8217;t intend to buy: <\/strong>By doing this, consumers will try them for the first time. This way, they can consider this new products or services in future purchases.<\/li>\n\n\n\n<li>\u00b7 <strong>Make tests: <\/strong>You can test your bundles campaigns by creating different packs of gifts and see which obtains better results.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/portfolio.gotoclient.com\/work\/te-lo-mereces\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Bundle example<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Pioneer, <\/strong>the world-renowned audio manufacturer,wanted to <strong>increase its presence in the home HiFi sector<\/strong>. We suggested they marketed a <strong>bundle with high-value cross offers <\/strong>for<strong> their consumers.<\/strong> The campaign was called <strong><em>Te lo mereces (You deserve it).<\/em><\/strong> If users bought a music system, they also received a free set of headphones.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This campaign was launched in <strong>2012 for 4 months<\/strong> in <strong>Spain.<\/strong><\/p>\n\n\n\n<div style=\"height:99px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-trade-in-plans\"><strong>Trade-in plans<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Trade-in plans are used to <strong>exchange old products for new ones<\/strong>. Companies <strong>add a discount<\/strong> or <strong>reimburse a percentage of the purchase.<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Implement this strategy when launching new products: <\/strong>Whenconsumers need new products, they often don\u2019t think to look for new versions of existing ones. This type of promotion is great to raise awareness of a better solution you might be offering for an existing problem.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/portfolio.gotoclient.com\/work\/break-free\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Trade-in plan example<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In 2011,<strong> TomTom used Gotoclient for a major campaign<\/strong> to<strong> increase sales. <\/strong>As a result, we developed a trade-in plan for 17 markets around the world.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Consumers who bought the <strong>promoted product<\/strong> and <strong>traded in their older ones<\/strong> would receive <strong>up to \u20ac100.<\/strong><\/p>\n\n\n\n<div style=\"height:129px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-contests\"><strong>Contests<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Potential customers are given the opportunity to test their skills with the incentive of winning a prize \/ discount.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Create contests that have a low bar of entry<\/strong>: Don\u2019t be too complicated, as users might be deterred from participating. <strong>Text, music or photo contests <\/strong>are easily accessible<strong>.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Develop contests that properly align with your company: <\/strong>Your contests need to align with your company values. Thus, it will be more memorable and will help to build a strong relationship with your customers.<\/li>\n\n\n\n<li><strong>\u00b7 Offer additional incentives to all participants<\/strong>: As a thank you message for participating, you can give a <strong>small incentive<\/strong> to those <strong>who have participated.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/portfolio.gotoclient.com\/work\/formula-pioneer\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Contests example<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In 2014, we built a contest for <strong>Pioneer<\/strong> where users had to <strong>race cars<\/strong> to win <strong>Pioneer\u2019s multimedia car audio products.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-referrals\"><strong>Referrals<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Usually, <strong>customers trust the opinion of other customers like them<\/strong>. This strategy is very <strong>useful to expand your customer portfolio.<\/strong> You need to <strong>encourage your current clients<\/strong> to <strong>refer their personal network to your company.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Send emails to your best customers: <\/strong>Write a message to the clients who really trust your brand. If your email is customised and well-targeted, they will be happy to help.<\/li>\n\n\n\n<li><strong>\u00b7 Add a discount for their next purchase or offer them an incentive:<\/strong> Also, to ensure your campaign achieves its goals, offer them a special incentive.<\/li>\n\n\n\n<li><strong>\u00b7 Think about the legal aspect: <\/strong>When your customers want to recommend your company to their friends, they might need to share their friends\u2019 personal data but won\u2019t have their permission. To make this activity legal, you need to send an email explaining why you have their details and also give them the option to unsubscribe.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/portfolio.gotoclient.com\/work\/vileda-windomatic\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Referral example<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We worked for <strong>Vileda<\/strong> in 2017 to launch their referral campaign. They wanted to increase exposure for their Windomatic product. So, we offered users \u20ac20 if they recommended this product to a friend.<\/p>\n\n\n\n<div style=\"height:101px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-quizzes\"><strong>Quizzes<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A quiz is a great way to engage your audience.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Use topics that are of interest to your target audience: <\/strong>If you want to get user information, you must offer a quiz that\u2019s interesting to people. For example, if your target audience is mainly teenagers, personality tests will be a good option.<\/li>\n\n\n\n<li>\u00b7 <strong>Provide a cross-offer: <\/strong>When devising the quiz, you can consider adding cashback or a discount for their next purchase. This will add great value to your campaign.<\/li>\n\n\n\n<li><strong>\u00b7 Use this information for future marketing strategies: <\/strong>The information you collect can be very valuable for other strategies. You may find new customer pain points and needs. That\u2019s why you must think long and hard about the questions you ask.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/econsultancy.com\/eight-effective-examples-of-quizzes-in-content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Example<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"3\"><a href=\"https:\/\/www.warbyparker.com\/\"><strong>Warby Parker<\/strong><\/a><strong>,<\/strong> an online glasses and sunglasses retailer, launched a quiz to enable <strong>users to try five pairs of glasses for five days<\/strong>. They asked <strong>questions about colour, shape and fit<\/strong> to help <strong>give customers the perfect glasses type.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Having discussed all B2B and B2C promotions, let\u2019s see which ones offer a direct or indirect incentive:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"398\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.23.15-p.-m.-700x398.png\" alt=\"\" class=\"wp-image-8816\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.23.15-p.-m.-700x398.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.23.15-p.-m.-250x142.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.23.15-p.-m.-768x437.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.23.15-p.-m.-730x415.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.23.15-p.-m.-120x68.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.23.15-p.-m.-372x212.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.23.15-p.-m..png 898w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure><\/div>\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:120px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-key-legal-aspects-to-tackle-before-launching-a-promotion\"><strong>3. Key legal aspects to tackle before launching a promotion<\/strong><\/h3>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Before launching a B2B or consumer promotion campaign, you must consider a few key legal aspects. So, let&#8217;s take a look!<\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-general-rules\"><strong>General rules:<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>T&amp;Cs<\/strong> are always <strong>mandatory.<\/strong><\/li>\n\n\n\n<li>\u00b7 In some countries, a <strong>notary service is required.<\/strong><\/li>\n\n\n\n<li>\u00b7 Establish <strong>contact points<\/strong> with users.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-b2b-promotions\"><strong>B2B promotions<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>When cash or any other incentive is offered, <\/strong>companies must account for this in their balance sheets. So, an accounting document such as a negative invoice or credit note is typically required.<\/li>\n\n\n\n<li><strong>\u00b7 Try &amp; Buy: <\/strong>You need to develop a legally binding document to define the length of time the offer would be valid.<\/li>\n\n\n\n<li><strong>\u00b7 Determine exactly who will receive the incentive: <\/strong>Will the incentive be given to the <strong>organisation, or a particular employee of the organisation? <\/strong>This a particularly important consideration when dealing with small companies.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-consumer-promotions\"><strong>Consumer promotions<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>B2C promotions <\/strong>work <strong>differently in each European country<\/strong>. For promotions running in Italy, read <a href=\"https:\/\/gotoclient.com\/en\/blog\/legal-frame-promotional-activities-italy\/\"><strong>this post<\/strong><\/a> where we explain the key legal considerations.<\/li>\n\n\n\n<li><strong>\u00b7 Raffles: <\/strong>Raffles work in the same way as <strong>lotteries<\/strong>, so you will sometimes have to <strong>pay taxes. <\/strong>For example, in <strong>Spain<\/strong>, you must <strong>pay tax depending on the total incentive value<\/strong>, ranging from 11% to 12%.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-the-process-of-creating-a-promotion\"><strong>4. The process of creating a promotion<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Launching a promotional campaign requires a number of steps. When developing a promotion, you must make sure your <strong>promotional message<\/strong> <strong>resonates with the needs and goals <\/strong>of your audience<strong>. <\/strong>Users must <strong>understand exactly what it is you&#8217;re communicating.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is what you need to do to build and launch an effective campaign:<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-1-set-your-goals\"><strong>1. Set your goals<\/strong><\/h4>\n\n\n\n<p>Any marketing campaign should <strong>begin with a specific goal<\/strong>, so, it&#8217;s essential to determine yours. For example, sales promotions can be <strong>focused on a new product launch<\/strong> to <strong>boost sales with current customers<\/strong>, or to <strong>increase brand awareness<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Once you have defined your goals, choose the promotion that best fits them.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-2-define-your-target-audience-and-buyer-persona\"><strong>2. <strong>Define your target audience and buyer persona<\/strong><\/strong><\/h4>\n\n\n\n<p>B2B or B2C promotions must have a <strong>specific target audience<\/strong>. In fact, <strong>the more precise your target audience is, the more effective your promotional campaign will be.<\/strong><\/p>\n\n\n\n<p>If you are targeting more than one audience group, you must define them precisely.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>On the other hand, we also recommend developing <strong>buyer personas<\/strong>. This strategy can give you more specific information about your audience including their needs, pain points, goals, background, among others. You can <strong>build one buyer persona per target audience group<\/strong>. This makes it easier to define <strong>the right strategy. <\/strong>If you need more information about how to create a Buyer Persona, we recommend you to read our <a href=\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/#2\"><strong>inbound marketing guide<\/strong><\/a><strong>.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>To define your target audience as accurately as possible, you can build B2B and B2C Buyer Personas.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-3-build-a-redemption-table\"><strong>3. <strong>Build a redemption table<\/strong><\/strong><\/h4>\n\n\n\n<p>The redemption table is used to <strong>estimate the revenue<\/strong> you&#8217;re going to <strong>raise from the promotional campaign<\/strong>. To calculate this, you need to take the <strong>following steps:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Indicate the total volume sales:<\/strong> The number of units you estimate to sell in one month.<\/li>\n\n\n\n<li>\u00b7 <strong>Set the incentive value:<\/strong> The total cost of each incentive<\/li>\n\n\n\n<li>\u00b7 <strong>Specify the Average Street Price or Average Selling Price to the end-user (ASP): <\/strong>The initial product sales price. Here, you have to exclude VAT, which varies in each country.<\/li>\n\n\n\n<li>\u00b7 <strong>Perceived price: <\/strong>This value is calculated by subtracting the ASP by the incentive value. The formula is as follows:<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Perceived price = ASP \u2013 Incentive value<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Incentive value %: <\/strong>This represents the percentage of the product&#8217;s incentive value over its total price. It&#8217;s calculated by dividing the incentive value by the ASP and multiply the result by 100, as indicated below:<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Incentive value % = (Incentive value \/ ASP) * 100<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Determine the ASP Total Value: <\/strong>Here, you have to multiply the total volume sales by the ASP, as it follows:<\/li>\n<\/ul>\n\n\n\n<p><strong><em>ASP Value = Total volume sales * ASP<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Estimate % Redemption: <\/strong>This indicates the percentage of sold products you&#8217;re going to get with the campaign.<\/li>\n\n\n\n<li>\u00b7 <strong>Calculate the total redeemed units: <\/strong>You need to multiply the % redemption by the total volume sales.<\/li>\n<\/ul>\n\n\n\n<p><strong>Redeemed <em>units = redemption % * Total volume sales<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Evaluate the total cash: <\/strong>Multiply the redeemed units by the incentive value.<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Total cash = Redeemed units * incentive value<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Take the retailer margin and calculate their absolute margin:<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong><em>Retailer margin = Retailer margin * ASP<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Indicate the retailer buying price: <\/strong>subtract the perceived price by the retailer ABS margin, as per below.<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Retailer buying price = Perceived price \u2013 Retailer ABS margin<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Estimate the revenue: <\/strong>multiply the retailer buying price by the total sales volume.<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Estimated revenue = Retailer buying price * Total sales volume<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Calculate the net revenue: <\/strong>When estimating the revenue, you also have to subtract the incentive total cost. The formula is:<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Net revenue = Revenue \u2013 Total cash<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>ROI: <\/strong>Finally, to know the Return of Investment, you need to divide the estimated revenue by the total cash.<\/li>\n<\/ul>\n\n\n\n<p><strong><em>ROI = Estimated revenue \/ total cash<\/em><\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If you prefer a more simple way of estimating the revenue of your campaign, you can <a href=\"https:\/\/landingpages.gotoclient.com\/estimate-your-promotional-campaigns-revenue-with-our-redemption-table-template\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>download our free template.<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-4-set-the-promotion-budget\"><strong>4. <strong>Set the promotion budget<\/strong><\/strong><\/h4>\n\n\n\n<p>You must know what your brand is going to invest in the campaign. This involves developing <strong>cost breakdowns<\/strong> to determine the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Percentage of sales: <\/strong>This comes from the redemption table.<\/li>\n\n\n\n<li><strong>\u00b7 IT: <\/strong>As you are probably going to build a promotional website, you will need to hire IT services.<\/li>\n\n\n\n<li><strong>\u00b7 Legal: <\/strong>You must have Terms and Conditions for each promotion. So, you will need to enlist legal expertise to ensure everything is in order.<\/li>\n\n\n\n<li>\u00b7 <strong>Software expenses<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Once you have this information, you can judge if it <strong>makes sense to launch the campaign.<\/strong><\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-5-build-the-unique-seller-proposition\"><strong>5. <strong>Build the Unique Seller Proposition<\/strong><\/strong><\/h4>\n\n\n\n<p>The Unique Seller Proposition is the <strong>main benefit your company has<\/strong> that <strong>sets it apart from the competition<\/strong>. That&#8217;s why you need to put in the time to answer this question thoroughly: <em>What really makes you different? Why would your customers prefer your brand ahead of others?<\/em><\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In addition, the USP needs to demonstrate to your target audience that <strong>your promotion will fulfil their needs.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>Build the perfect USP for your campaign with team-brainstorming sessions. Five minds work better than one.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-6-choose-the-product-or-service-to-promote\"><strong>6. <strong>Choose the product or service to promote<\/strong><\/strong><\/h4>\n\n\n\n<p>Once you have <strong>gathered the information mentioned above<\/strong>, it will be <strong>easier to select the products or services<\/strong> to include in a promotion.<\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-7-write-down-the-terms-and-conditions\"><strong>7. <strong>Write down the Terms and Conditions<\/strong><\/strong><\/h4>\n\n\n\n<p>It&#8217;s essential to outline what users need to do to receive the incentive. Here, you should include the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 The <strong>promoter\u2019s name and address.<\/strong><\/li>\n\n\n\n<li>\u00b7 The <strong>promotional period <\/strong>and<strong> products or services <\/strong>to beincluded.<\/li>\n\n\n\n<li>\u00b7 The <strong>gift<\/strong> and <strong>how many gifts you are going to provide.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Retailers<\/strong> where users can buy the promoted product or service.<\/li>\n\n\n\n<li>\u00b7 The <strong>time <\/strong>buyers have to <strong>register their purchase.<\/strong><\/li>\n\n\n\n<li>\u00b7 Possible <strong>restrictions <\/strong>on the number of participants.<\/li>\n\n\n\n<li><strong>\u00b7 How and when winners will be notified.<\/strong><\/li>\n\n\n\n<li>\u00b7 Any <strong>copyright conditions<\/strong>.<\/li>\n\n\n\n<li>\u00b7 The <strong>time your company has to deliver the incentive.<\/strong><\/li>\n\n\n\n<li>\u00b7 Possible <strong>restrictions or limitations.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For more information on legalities, see section 3.<\/p>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-8-build-a-promotional-website-or-webpage\"><strong>8. <strong>Build a promotional website or webpage<\/strong><\/strong><\/h4>\n\n\n\n<p>Choose between creating a site <strong>dedicated entirely to the promotion<\/strong> or <strong>adding a new section to an existing website. <\/strong>In addition, you must <strong>indicate how many more entrants are allowed before the end of the promotion.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Having decided this, these are the <strong>next steps<\/strong>:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Consumers <strong>take the action you were planning for (typically buying your product).<\/strong><\/li>\n\n\n\n<li>\u00b7 Then, they go to the <strong>promotional website<\/strong> to <strong>fill out the form<\/strong> with the <strong>required information.<\/strong><\/li>\n\n\n\n<li>\u00b7 You <strong>accept or reject the participants.<\/strong><\/li>\n\n\n\n<li>\u00b7 Finally, they will <strong>receive the incentive<\/strong>.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:66px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2418\" height=\"1120\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1.png\" alt=\"\" class=\"wp-image-8697\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1.png 2418w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1-250x116.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1-700x324.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1-768x356.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1-1536x711.png 1536w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1-2048x949.png 2048w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1-1680x778.png 1680w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1-1020x472.png 1020w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1-730x338.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1-1280x593.png 1280w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1-120x56.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/gotoclient-1-372x172.png 372w\" sizes=\"auto, (max-width: 2418px) 100vw, 2418px\" \/><\/figure>\n\n\n\n<div style=\"height:66px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-9-use-specialist-software-to-manage-your-promotion\"><strong>9. <strong>Use specialist software to manage your promotion<\/strong><\/strong><\/h4>\n\n\n\n<p>In order to manage the promotion efficiently, you need<strong> a specialist platform<\/strong>. As a result, it will be easier to <strong>filter entrants<\/strong> and control the campaign.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Many platforms can help you with the management of B2B &amp; Consumer promotions. We can recommend <strong>our complete <\/strong><a href=\"https:\/\/www.runrunpromos.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>RunRunPromos software<\/strong><\/a>, which we talk about in section 5.<\/p>\n\n\n\n<div style=\"height:66px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-10-develop-a-communication-plan\"><strong>10. <strong>Develop a communication plan<\/strong><\/strong><\/h4>\n\n\n\n<p>In order to get your <strong>B2B or consumer promotion out there<\/strong>, you need to <strong>set a communication plan<\/strong>. First, you need to know <strong>how to reach your target audience. <\/strong>You can include offline and online communication elements:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Offline (Point of Sale): <\/strong>If you are going to partner with retailers, you can give them <strong>wobblers, flyers <\/strong>and <strong>A4 posters <\/strong>to be distributed in their shops. Always consider the <strong><em>Time to store<\/em><\/strong>: the time it will take for distribution.<\/li>\n\n\n\n<li>\u00b7 <strong>Online: <\/strong>You can also consider sending <strong>emails<\/strong> to your current customers, <strong>banners, social media posts<\/strong> and <strong>paid ads. <\/strong>It\u2019s a good idea to <strong>include banners on websites of your partners and yours.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"5\">Now let\u2019s discuss the <strong>5Ps of promotion:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Process:<\/strong> How many hurdles do users need to clear in order to participate? What else do they need to do afterwards?<\/li>\n\n\n\n<li><strong>\u00b7 Product: <\/strong>Which product or service are you going to provide? Will you focus on a new one? Or do you want to increase the sales of an existing one?<\/li>\n\n\n\n<li><strong>\u00b7 Platform: <\/strong>Where are you going to build the promotion? Are you going to build a new site exclusively for the promotion?<\/li>\n\n\n\n<li><strong>\u00b7 People: <\/strong>Who is the promotion for? Is there more than one target audience?<\/li>\n\n\n\n<li><strong>\u00b7 Positioning: <\/strong>How do you want to be identified in relation to the promotion?<\/li>\n<\/ul>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If you need help with your online promotion, we offer a <a href=\"https:\/\/landingpages.gotoclient.com\/consultation-online-promotions-strategy\"><strong>free 1:1 consultation<\/strong><\/a> to <strong>help you build your<\/strong> <strong>optimal strategy.<\/strong><\/p>\n\n\n\n<div style=\"height:77px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-how-to-track-the-promotion-results\"><strong>5. How to track the promotion results<\/strong><\/h3>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here are some tips &amp; tricks for tracking your promotion:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Note the total number of participants: <\/strong>Add the total number of participants and <strong>compare the results with the redemption table<\/strong>. Compare this to your previous estimations.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Note your communication plan results: <\/strong>\n<ul class=\"wp-block-list\">\n<li>&#8211; <strong>Offline (Point of Sale): <\/strong>To <strong>judge the success of your offline communication<\/strong>, you can <strong>add a question on the form<\/strong> to track <strong>how your participants came to hear about your promotion.<\/strong><\/li>\n\n\n\n<li>&#8211; <strong>Online: <\/strong>Take all <strong>activity data<\/strong> (emailing, social networks, paid ads etc.) and record the <strong>impressions, clicks and conversions that came via the landing pages<\/strong>. In addition, if you have already done <strong>another B2B or B2C promotional campaign<\/strong>, <strong>compare the results<\/strong> to see which worked better. <\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>Tracking will help you identify gaps and optimise future campaigns.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Add all your campaign costs: <\/strong>In the previous section, we mentioned you need to provide an estimate for your campaign expenses. Now you must <strong>know precisely how much your company has invested. Compare these costs<\/strong> with <strong>other promotional campaigns<\/strong> you have done to understand if you are getting <strong>value for money.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Calculate your ROI (Return on Investment): <\/strong>Subtract your sales promotion total cost from your profits. Then, divide it by your expenses to finally multiply it by 100 to get the percentage. The formula is as follows:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>ROI (Return on Investment) = ((Profits \u2013 Investment) \/ Investment) * 100<\/em><\/strong><em><\/em><\/p>\n\n\n\n<p>If you get a positive ROI, then, your campaign has been profitable.<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"6\">To <strong>estimate and calculate your B2B or consumer promotion<\/strong>, you can <a href=\"https:\/\/landingpages.gotoclient.com\/template-online-promotions-roi-calculator\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>download our free template<\/strong><\/a>. This will help you before and after the promotion launch.<\/p>\n\n\n\n<div style=\"height:91px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-6-our-software-runrunpromos\"><strong>6. Our software RunRunPromos<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When developing B2B or consumer promotions, you need to <strong>find the right platform to manage them<\/strong>. Specialist software makes it <strong>easier to manage the participants<\/strong>, and distribute the incentives \/prizes. You can <strong>utilise multiple promotion types<\/strong>\u2026there are more than 100! Find out more in <a href=\"https:\/\/gotoclient.com\/blog\/online-promotion-mechanics-spain-our-promotional-platform\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>this post<\/strong><\/a>.<\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Our specialist <a href=\"https:\/\/www.runrunpromos.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>RunRunPromos Software<\/strong><\/a> offers the following:<\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Landing page builder:<\/strong> You can create a customisable landing page to provide the optimal user experience. You can customise your form to include fields such as: date, number, bank account number, phone number, and there is the option to batch upload.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Data reporting<\/strong>: To find out if your campaign is working effectively, you can see real-time web analytics, graphics and metrics.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Email campaigns:<\/strong> It\u2019s easy to send eye-catching, personalised emails without the need for a graphic designer. You can save time by pre-scheduling them.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>More than 100 promotion combinations: <\/strong>There&#8217;re more than 100 available promo combinations. Combine your preferred promo type with you incentive and customise the way it is distributed.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Multiple mechanics and incentives to choose from: <\/strong>You can select from many mechanics, which are: text, video or music contests, trivia, polls, buying promos, Trade-in promos, 2-step promos, trials, quizzes, referrals and loyalty. In addition, your incentives can be: limited or unlimited coupons, gifts and cash.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Integration with other sites or Facebook: <\/strong>Integrate your website, landing page or your Facebook corporate page.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>20 languages: <\/strong>The landing page can be in English, Spain, Catalan, French, German, Italian, Czech, Danish, Dutch, Greek, Finish, Hebrew, Flemish, Norwegian, Polish, Portuguese, Russian, Slovak, Slovenian and Turkish.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>100% responsive:<\/strong> The software automatically creates 100% responsive landing pages.<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"7\">If you would like to know more about launching your promotional campaign in RunRunPromos, don&#8217;t hesitate to <a href=\"https:\/\/gotoclient.com\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>contact us<\/strong><\/a>!<\/p>\n\n\n\n<div style=\"height:76px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-7-checklist-steps-to-create-and-launch-promotional-campaigns\"><strong>7. [Checklist] Steps to create and launch promotional campaigns<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To increase sales and awareness for any company, B2B and consumer promotions are vital. We hope we have given you the tools to smash your next promotion out of the park!<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To conclude, we&#8217;ll recap the most important points of the guide:<\/p>\n\n\n\n<div style=\"height:42px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\u00b7 Understand the <strong>best promotions for B2B and B2C.<\/strong><\/li>\n\n\n\n<li>\u00b7 Follow the process of creating a promotion to the letter. <strong>You cannot choose your promotion<\/strong> until <strong>you have defined your goals and target audience.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Use a specialist platform<\/strong> to build and manage the promotion.<\/li>\n\n\n\n<li>\u00b7 Analyse each campaign to <strong>check it has worked. <\/strong>The learnings from this are vital for your next campaign.<\/li>\n\n\n\n<li><strong>\u00b7 Take care of your partners<\/strong>.<\/li>\n<\/ol>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To create and launch the ultimate sales promotion, <a href=\"https:\/\/landingpages.gotoclient.com\/develop-a-complete-promotional-campaign-with-our-checklist-template\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>download our free checklist<\/strong><\/a><strong>!<\/strong> And if you have any questions or would like to work with us on a promotions campaign, do not hesitate to get in touch.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-promotions-1\"><strong class=\"schema-faq-question\">What types of promotions are covered in the guide?<\/strong> <p class=\"schema-faq-answer\">The guide explores both B2B\u2011focused promotions (such as trade\u2011in plans, B2B cashback programmes, channel loyalty programmes, Try &amp; Buy, etc.) and consumer\u2011oriented promotions, showing how each can be tailored for specific audiences.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-promotions-2\"><strong class=\"schema-faq-question\">What steps does the guide recommend for launching a promotion?<\/strong> <p class=\"schema-faq-answer\">It outlines a clear promotional process: defining objectives, choosing the right mechanics and legal framework, creating communication plans, setting up tracking systems, and using templates to launch and monitor performance.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-promotions-3\"><strong class=\"schema-faq-question\">Does the guide include real\u2011life examples?<\/strong> <p class=\"schema-faq-answer\">Yes, it includes examples such as Epson Italy\u2019s trade\u2011in programme for inkjet printers and Fujifilm\u2019s channel loyalty incentive, based on Gotoclient\u2019s experience across 150+ B2B and B2C campaigns.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-promotions-4\"><strong class=\"schema-faq-question\">Are there templates and resources included?<\/strong> <p class=\"schema-faq-answer\">Absolutely. The guide provides free downloadable assets like checklist templates, redemption tables and other resources to help plan, execute and measure your promotions effectively.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-promotions-5\"><strong class=\"schema-faq-question\">Why is this guide timely and relevant?<\/strong> <p class=\"schema-faq-answer\">Because in a context of increased price sensitivity\u2014driven by COVID\u201119 and inflation\u2014promotions become essential. The guide is based on data (McKinsey, Deloitte) and over a decade of experience across 150+ campaigns.<\/p> <\/div> <\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-medium-font-size\"><strong>Need a B2B professional?<\/strong> Let Gotoclient help you drive real business growth!<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<h5 class=\"wp-block-heading has-text-align-center has-medium-font-size\" id=\"h-contact-us-here\"><a href=\"https:\/\/gotoclient.com\/en\/contact_gotoclient\/\"><strong>Contact Us Here<\/strong><\/a><\/h5>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"142\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-700x142.png\" alt=\"\" class=\"wp-image-17874\" style=\"width:236px;height:47px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-700x142.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-250x51.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-768x156.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-1536x312.png 1536w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-320x65.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-1680x342.png 1680w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-1020x207.png 1020w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-730x148.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-1280x260.png 1280w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-120x24.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-372x76.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3.png 1864w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignfull has-text-color has-background\" style=\"color:#000000;background-color:#ffffff\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:64px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The B2B and Consumer promotions definitive guide 2025 This is the 2023 definitive guide to B2B &amp; Consumer promotions: the tips &amp; tricks we have learnt at Gotoclient from 150+ promotions for both B2B and B2C companies in the last ten years. tips &amp; tricks from 10 years of experience If you\u2019re working at an [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":9167,"parent":2098,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-8687","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The B2B and Consumer promotions definitive guide 2025 - Gotoclient<\/title>\n<meta name=\"description\" content=\"This is the definitive B2B and Consumer promotions guide. You will learn how to develop an optimal campaign with key recommendations.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-and-consumer-promotions-definitive-guide\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The B2B and Consumer promotions definitive guide 2025 - Gotoclient\" \/>\n<meta property=\"og:description\" content=\"This is the definitive B2B and Consumer promotions guide. 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