Understanding the Importance of Strategic Promotions
Attracting customers during peak sales seasons, such as the Hot Sale 2025, can be achieved through enticing offers like “2×1” deals or free shipping. However, businesses must carefully plan their strategies to avoid potential pitfalls that could harm their reputation.
Common Mistakes to Avoid
Fernando Sánchez, president and founding partner of the Mexican Association of Neuromarketing and Consumer Analysis, highlights that many companies invest up to 42% of their income in ineffective strategies. One major mistake is neglecting consumer needs, leading to failed strategies.
The Danger of Over-Discounting
Before joining a recognized campaign, businesses should determine their objective: clearing inventory or building brand presence. The latter offers an opportunity for customers to try new products and services.
Tulio Ramoni, CEO of Creative Brand Management, warns small and medium enterprises (SMEs) against devaluing their products to attract attention amidst the online sales overload. Over-discounting can lead to a loss of product value and make it a lagging item, diminishing consumer desire.
Respecting the Consumer’s Intelligence
Engaging consumers doesn’t involve assuming their preferences but rather understanding their subconscious. Both experts agree that most purchases are unconscious, making campaigns like Hot Sale crucial in involving consumers with brand strategies.
Traditional marketing techniques, such as large red numbers to entice purchases, are no longer effective. Moreover, with 72% of Mexican households shopping across seven distinct channels (Kantar’s Consumer Insights report), businesses must be aware of the complex search and comparison process consumers undergo.
Promotions Aren’t Everything
In today’s digital market, capturing consumer attention is challenging. Yet, SMEs have the advantage of personalized customer engagement.
Kantar’s report indicates that Mexican households visit a purchasing channel once daily, acquiring five additional brands. This behavior encourages consumers to try products from various businesses, causing large companies to lose 1% of sales while SMEs gain 13%.
SMEs should maintain close customer relationships, prioritizing client experience over mere promotions. Fernando Sánchez emphasizes that SMEs must keep this customer connection strong, as it sustains consumer commitment.
Tulio Ramoni advises SMEs participating in Hot Sale or high-sales seasons like Christmas to focus not only on promotions but also on interconnected sales channels and prioritize customer experience, such as displaying product availability and offering constant customer support.
Key Questions and Answers
- What are common mistakes when creating promotions? Neglecting consumer needs and over-discounting products are major errors.
- Why should businesses avoid devaluing their products? Over-discounting can lead to loss of product value and decreased consumer interest.
- How can businesses respect consumer intelligence? Understand unconscious consumer behavior and avoid outdated marketing techniques.
- Why are promotions not the only focus for SMEs? Prioritize customer experience and interconnected sales channels to maintain consumer commitment.
