Ticketing; which promotional form suits me?
Ticket campaigns come in many varieties and which campaign form suits your organization strongly depends on the objectives and wishes. Do you let your customers save for a discount first to create a long-term customer loyalty or do you offer the discount immediately to generate extra (online and offline) traffic? In this blog we will outline the three best known and most effective ticket campaigns for you. Please note that if you really want to start a ticket campaign you need ticket software to be able to issue e-tickets. If after reading this blog you are interested in a ticket campaign we will gladly advise you on a suitable strategy and its implementation.

A savings campaign

As the name suggests, a savings campaign requires a quid pro quo from the customer. The customer must save to gain access to a certain discount. This is usually in the form of stamps or points. When the customer has a full savings card or has reached a certain number of points, he/she can take advantage of the offer. Repeat visits and upsells are encouraged with this method. After all, the customer wants to use the offer, but needs x amount of stamps to do so. As a result, the customer will end up spending more and/or returning more often to reach the required number of stamps. The sale of certain products or product categories can also be stimulated by attaching extra stamps to them. This type of savings campaign creates a distinctive character in relation to competitors and thus ensures a preferred position during the campaign period. This offers the opportunity to create a positive brand experience for the customer and to maintain this preferential position after the campaign period.

Positive effects

  • More online and in-store traffic
  • Stimulation of repeat visits
  • Upselling
  • Distinctive character and brand preference

Case study

For Albert Heijn the Uitjescampagne is the biggest ticket campaign during the summer period. During this campaign period customers can save for a 2nd ticket for free at more than 300 outings. Every € 10,- results in one stamp and with 5 stamps the savings card is full. Touch guarantees the sharpest offer in the market in the outing peak season. This gives Albert Heijn a positive distinguishing capacity compared to its competitors. As a result, this campaign attracts considerably more customers to Albert Heijn in the quiet summer period and stimulates repeat visits. Want to know more? Read all about this case here.
“a savings campaign encourages repeat visits and upsell”

Incentive campaign

This type of promotion also requires a quid pro quo from the customer. Usually, in this case, a ticket or voucher is given away with the purchase of 1 or 2 action products. This depends on the value of the product to be purchased. This method is often used to highlight a particular brand, several brands or a particular product category to stimulate sales. The big advantage is that with this type of promotion there is no reduction in price, turnover or margin turnover of a product. On the contrary, value and experience are added. Moreover, such an incentive triggers a store visit and therefore offers opportunities for cross selling.

Benefits

  • The price, turnover or margin of the product to be purchased is not compromised.
  • Extra attention for a particular product or category
  • Possibility of cross selling
  • Generates extra traffic

Case study

The Remark Group offers a wide range of A-brands in the drugstore industry. In order to differentiate itself from competitors and encourage brand preference for its A-brands, Remark, in collaboration with Touch, deploys a year-round campaign planning based on incentives. These campaigns vary in theme and tie in seamlessly with the brand identity of the respective brand. For example, customers receive a free Sauna Voucher when they purchase two Therme products during a certain promotional period. These types of promotions ensure prominent placement on the store floor (headline or action column) and wide use of communication tools (action leaflet, radio and online) for Remark’s brands throughout the year. Read more here.
“An incentive triggers a store visit and thus provides opportunities for cross selling”
Price Promotion
A price promotion is a standard form of promotion in which a discount is given on the purchase price. This can also be applied to tickets in consultation with the relevant provider. They then offer a discount in exchange for media exposure. This promotion is freely available to the customer and can be purchased without any consideration. The aim of this promotion is to create a unique and surprising proposition with which you stand out from competitors in order to attract customers to the store. Once on the floor, you can entice these customers back to make additional purchases.
Benefits
  • Accessible for everyone
  • (Non-) branch expansion of the assortment
  • Generates more instore traffic

Case study

Albert Heijn is another excellent example. On their platform lekkerweglekkerthuis.ah.nl they offer a wide range of ticket deals, which are freely accessible to the customer. In doing so, they are expanding their non-industry assortment and creating a distinctive assortment compared to their competitors. Moreover, this generates additional traffic and sales, both online and offline.
Touch has been the official ticket partner of Albert Heijn since May 2017 and is largely responsible for the complete ticket offer and the year-round campaign calendar to complete the platform.
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