We’re all looking for ways to market our product or service with ‘allure’ and ‘competitive edge’, searching for original ways to incentivise in order to drive traffic and sales.

While incentivising and value-adding is one of the oldest tricks in the book, doing it well is a lot more complex.

Understanding your brands market position, reputation and customer perception – is key to deciding how and when to incentivise.

Clever Marketing Strategy Understand your Brands Integrity – and works to find ways to incentivise and drive new business while keeping your brands reputation and positive perception intact.

To decide if, how and when to Incentivise, consider these 3 factors:

1. Understand your Brands market position and its public perception. If your product’s appeal is price based – if your customers are coming to you for the ‘best price’, then yes – a discount or value add can work well.
2. Be aware of the ramifications of discounting and value adding. Does it matter if you won’t be able to reinstate your original product pricing? Often the integrity of the full price offering is lost once it has been discounted. Perhaps you are prepared to continue the discount structure through a membership or loyalty program, in which case – go for it! If you need to maintain the integrity of the full price value – try value adding – offer an add-on, but never discount the original product.
3. Keep your view Long Term. Impulsive discounting or value adding to make a quick buck or launch a product is often unwise and difficult to recover from – from a branding and customer-perception perspective. By considering your brands positioning, what values (eg. Quality, Exclusivity, Value) are associated with your product or service and what your client really wants out of your product or service, can help you to decide the best way to incentivise.