Feature Article

5 Ways to Encourage Impulse Purchases

by: Bobette Kyle WebSite MarketingPlan.com

I just bought six square pieces of spongy fabric for $20 and walked away happy - "victim" of an impulse purchase.

I was at one of those big show events and walked past a demonstration booth. I even knew it was coming. About 50% of the people walking out were carrying two bright yellow cylinder-things.

As we walked toward the convention center, I told Tim (my other half), "There's one of those guys with a microphone in there, doing a demonstration. He gets people so excited they think they have to buy those things. They over-pay then never use them." I said this a bit smugly. I know of such things, so I wouldn't succumb.

Yeah, right. This guy was good. So good, I came away with five ideas for increasing sales from impulse purchases. Next time you evaluate short-term sales and marketing strategies, think about and apply these five impulse purchase lessons...

Impulse Purchase Lesson 1: Demonstrate an impressive, relevant feature

If the product is chocolate, sold at a retail checkout stand, you have no need for this one. Human nature takes over. When you are selling unrecognizable cylinder things, people need some encouragement.

You would never know it to look at them, but these things were super absorbent shammies. They can suck 8 - 10 ounces of soda out of your carpet in nothing flat AND it makes for an impressive demonstration. When the demonstrator mentioned they could dry a sweater in three hours, I was hooked. Never mind we have about two spills a year in my house and I don't own any "lay flat to dry" sweaters.

This ability to get people to "live in the moment" is one key to a successful impulse purchase demonstration. The salesperson has a lot to do with it, of course. Repetition of an incredible, attractive feature, however, is key as well.

Think of any infomercial or "Billy Mays" product. There is always an "AMAZING!" feature - cooks in minutes, instantly removes stains, easily pulls dings from your car, etc.

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2: Try to "time it right"

Quite coincidentally, one of those semiannual spills in my house happened the day before I bumped into the yellow cylinder guy. I was thinking "If I'd had these yesterday, right now we wouldn't have books stacked in the middle of the living room floor." Quite by accident, he had related to something that was top-of-mind for me.

Fortunately, you do not have to rely on coincidence. At any one time, there are usually six or eight generally popular "themes" you could tie into. Better yet, your target audience is likely to have it's own unique interests.

On the Internet, you can "time it right" by associating complementary products or services. If someone is researching monitors, for example, perhaps they need an ink cartridge for their printer.

Showing or highlighting ink cartridges on the screen along with the monitors may incite an impulse purchase. Better yet - and this is impossible unless you have order histories or detailed profiles - show them the exact cartridge they need.

3: Make it easy

It turns out the cylinder things costs a flat $20. There was no change to mess with, no stopping to fill in order forms, and no multiple pieces of currency. As people pulled $20's out of their pockets, the demonstrator took them and handed over the shammies in a single motion.

On the Internet, you can make it easy in two ways - ordering and delivery.

Make the order process as simple as possible. Amazon's "Quick-Click" links are a good example of making ordering easy. Impulse purchasers simply click on the "Buy from Amazon" button and order straight off a pop-up window. You can see how it works here, in the left column under "Amazon 'Quick-Click' Example": http://WebSiteMarketingPlan.com/Arts/ImpulsePurchase.htm

Easy delivery is another way to encourage impulse purchases on the Internet. Immediately downloadable digital items are an example. For physical items, quick delivery - overnight, same day, or local store pick-up - can increase sales.

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4: Give an enticingly presented discount

A roll of three shammies was $21 something, but the guy was taking care of the sales tax, which made it an even $20 (But wait, there's more!). Because it was early he would throw in another 3-roll for no additional charge. Caught up in the moment, we nodded agreement. We were getting a deal - no sales tax plus three free.

The way a discount is presented can make a deal sound either appealing or "not such a deal". Which sounds better?...

"Buy One, Get One Half Off." OR "Buy Two and Get a 25% Discount." "3 for $5.00" OR "$1.67 each." "40% Off Sale" OR "On Sale, $12.00 each." (Assuming $20 item.)

Another way to encourage impulse purchases is to give a discount by bundling. Offer to reduce the price on a second, related item (like in example #1, above).

Online, I have seen this done with books. Some booksellers offer you a chance to save money on shipping and/or book price if you also purchase a related item.

5: "Keeping up with the Joneses"

Instead of putting the shammies in a bag, the demonstrator rolled them up into a cylinder. This way, people at the show would see others carrying them around and wonder what they were missing.

The same concept can be applied to the Internet. I have seen messages like: "Others who bought 'x' also bought 'y'" on order forms, at check out, and on product screens.

So there they are - five tactics the yellow cylinder guy used to convince me (and nearly everyone around me) to happily walk away with six shammies. By correctly applying these same techniques you can see your sales soar as well.

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Bobette Kyle draws upon 15+ years of Marketing/Executive experience, online marketing experience, and a marketing MBA as inspiration for her writing. Bobette is proprietor at Web Site Marketing Plan (www.WebSiteMarketingPlan.com). She is also author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business." You can search all articles on the network through the marketing directory by going here: www.websitemarketingplan.com/directory

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Second Article

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by: Sharon Housley FeedForAll

Copyright is a type of intellectual property. A copyright is a set of exclusive rights granted by the government for a limited time to protect the particular form, way or manner in which an idea or information is expressed. Copyright is the legal protection given to artists or producers of creative work which protects them against unauthorized copying of their work.

All copyrighted material must be produced in a tangible medium (photo, paper, CD, or video). Concepts, processes and ideas can not be copy protected in the United States. If a statement is made yet not recorded or published it is not protected under the US copyright laws. In other words things must be recorded in a physical form in order to be protected under the copyright laws in the United States.

Any creative works that meets the definition is copy protected. If the creative works was produced after 1978, it is protected for the length of the authors life plus 70 years.

In the US original works can be registered to be copy protected at the US Copyright Office. If a creative work is not registered at the US Copyright Office, it is still considered copy protected. Registration does however make it easier to defend a copyright. Use of a copyright notice is encouraged to be included with creative works because it informs the public that the work is protected by copyright, identifies the copyright owner, and shows the year of first publication.

In the US the Copyright Act of 1976 governs all US copyrights. Additionally the US has treaties with a number of other countries that assist copyright holders with protection in foreign countries. Unfortunately, there is no international copyright law that grants immediate protection to copyright holders. That said, most developed countries do respect and offer some form of copyright protection. These foreign copyright protections have been made easier through treaties and conventions, namely the Universal Copyright Convention in 1955 and the Berne Convention in 1989. Nations that participate in these conventions respect copyrights from other participating countries.

Copyrights are often confused with trademarks. Trademarks are also a type of intellectual property. Trademarks are any symbols, words, number, picture, or design, used by manufacturers or merchants to identify their own goods and distinguish them from goods made or sold by others. Company logos are an excellent example of a creative that can be protected through a trademark. Trademarks are also known as service marks. Trademarks are registered with the USPTO (United States Patent and Trademark Office), they are not registered with the US Copyright Office.

Unlike copyrights, protection of unregistered trademarks may be limited to their specific geographical area. Trademarks must be actively used in order to be considered "defensible".

Technology is challenging the laws with new venues and mediums falling under the protection of copyright and trademark laws.

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Sharon Housley manages marketing for FeedForAll www.feedforall.com software for creating, editing, publishing RSS feeds and podcasts. In addition Sharon manages marketing for RecordForAll www.recordforall.com audio recording and editing software.

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