After my discount was applied a pop up appeared with a message that read,
Since you saved $20, you might want to consider a little splurge.
Then it listed a couple of other items I might be interested in. This was a nice departure from the often overlooked “You might also like” section and it gave me an impetus to see what they were offering. I did, after all, just save money.
It was like finding money I didn’t know I had and it was a clever way for them to get more from me.
How Can Chambers Use This Technique?
Make discounts known
When issuing discount codes on merchandise or events, landing pages that provide a similar mention of money saved make an impression. You probably use a Thank You page anyway. Why not add a line about the discount? If you don’t want to sell to your chamber members like what was done by the company that I purchased from, you can still call it to their attention with a funny:
“Wow! You just saved $20 on that event. Don’t spend it all in one place. Unless that place is here in (and then insert the name of your town).”
Levy a dollar value on participation
Another way to use this concept, but one that’s a little more labor intensive, is calculating the cost of the benefits each member used throughout the year. For instance, if members attend events for free and non-members pay $5, calculate what your member would’ve paid as a non-member to attend all the same events he/she did for the year. Then show them that number on a renewal reminder. Numbers like that can make a big impression when it’s a compilation of activities throughout the year.
However, since there may be some members who are not using the discounts and savings by attending events, setting this calculation up and allowing it to feed mail-merge style directly into a renewal letter is not suggested.
Finding creative ways to personalize your communications goes a long way to making them stand out and get noticed. Add in a dollar amount of savings and it’s impossible for your members to ignore the value they get from your chamber.
Guest post by Christina Green
Image credit: Norma Davey