DestinationCore | The Power of Offers

The Power of Offers

Maximising what your location has to offer

As our BID is located in the south of London, one of our biggest challenges we face is to capture our target audience. They already have unlimited access to a wealth of local online information – so how do we invite and keep them coming back for more? How can we set ourselves apart?

Of course, getting the fundamentals right from the get-go is a no brainer, including:

  • Enticing design
  • Easy and logical navigation
  • Mobile friendly
  • Unique, useful and fresh content
  • Engaging imagery
  • Plenty of calls to action
  • The SEO basics
Clapham Junction 4

So, we may have the basics nailed, but now the challenge is to stand out from the rest, look at ways to really drive traffic, boost page views and convince our audience that our website is THE destination for all things local.

And that’s where the power of offers comes in.

On our website – visitclaphamjunction.com – user intent related to offers is particularly high which, we’ve found, results in an extremely low bounce rate. One of our key priorities has been to seek out engaging and attractive offers; be that through direct contact with BID businesses, sourcing from relevant social media posts or encouraging feedback from businesses via regular email campaigns.

Harvesting the right offer information is an important task which can often be overlooked due to time constraints. It’s vital to ensure the content is frequently refreshed and to present a good mix of offers, representing different sectors including retail, entertainment, food and drink, and health and beauty services.

In our experience, the offer types which attract the highest level of engagement include:

  • % flat rate discount code (such as 25% off)
  • % discount based on a minimum spend (20% off when you spend £25)
  • Multibuy offer (buy two, get one free)
  • Vouchers
  • Value-added service (such as free local delivery)
  • Introduction discount (perhaps introduce a friend to your hairdressers in exchange for a discount)
  • First booking discount (purchase a year’s gym membership and receive a month free)
  • Free gift based on a selected purchase
  • Seasonal sale (making it time-sensitive so there’s an incentive to take immediate action)
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Content is key - make sure the content explains exactly how the offer works, where it’s available and how long it lasts, with clear calls to action and links to relevant external websites if appropriate, plus internal website links i.e., the business directory listing.

Work together - where possible, work with a local business to create an offer which is exclusive to your destination website, generating a unique discount code for your audience. We all love a good bargain, and this creates a perfect opportunity to attract newsletter subscribers and visitors who enjoy exclusive deals.

Keep it simple - keep the content simple, easy to digest and remove unnecessary click through layers. And don’t forget the importance of good imagery – if the offer is from a local takeaway, an image of a mouth-watering dish reinforces why this is an offer not to be missed!

Save the date - a content calendar is a great reminder to source offers which tap into key dates and seasons throughout the year – e.g., Valentine’s Day, Mothering Sunday, St Patrick’s Day, National Curry Week etc – when consumers will be actively searching for deals.

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Now we have our offers, we need to spread the word and build on existing organic website visits and page views using an integrated approach:

  • Utilise consumer newsletters, social media platforms, BID apps (where possible) and local PR to draw attention to specific deals and the offer section of the website
  • Encourage newsletter sign-ups by placing a pop-up on the offers landing page – the more sign-ups, the more people you can inform about available offers in their locale
  • Consider targeted paid social media campaigns – if budgets allow – to significantly expand the audience reach, increase emails subscribers and drive website clicks

Creating engaging offer content and keeping it relevant and current takes time and effort, but it really is an area of a destination website which can reap significant rewards.

And don’t forget, after all the hard work of sourcing these great offers and building the content, be sure to share visitor and page view stats with your BID businesses. Demonstrating customer interaction with an offer and how it impacts a business will help you source more great content for the future, further confirming your destination website as the go-to source for all things local.

View some case studies

Epsom BID

Epsom BID

Epsom is an historic market town nestled between London and The Surrey Hills. Epsom is more than just home to The Derby. It’s famous for Epsom Salts and has an abundance of history and heritage. The challenge was to showcase everything that Epsom has to offer without blowing the budget - enter DC One!

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Uxbridge BID

Uxbridge BID

The team at Uxbridge BID wanted to upgrade their website in order to offer greater value to their levy payers. DC One was the ideal solution to meet their needs as the automation offered through the combination of Business Login and Automated Subscriber Emails gave them incredible value on a tight budget.

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Midsummer Place

Midsummer Place

With the shopping centre having moved away from the ownership of the intu Group the client was looking for outstanding value for money and lots of built-in automation in order to stretch marketing budget as far as possible. They love the simplicity of DC One, with the structure making it easy for users to find what they are looking for.

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Merry Hill Centre

Merry Hill Centre

With the break-up of the intu Group, the client was looking for a website they could get up-and-running in a short space of time and as a temporary solution, so they had a web presence to give them time to build out the website of their dreams. DC One was the perfect solution – offering all the functionality they needed with a quick turnaround.

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NewcastleGateshead

NewcastleGateshead

The NewcastleGateshead Initiative is the DMO representing Newcastle, Gateshead and the surrounding areas. They came to us frustrated with their existing website solution – feeling that their current provider was offering poor value for money. Our solution has helped transform their online presence by improving the user experience and offering greater value for their members.

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Visit Southampton

Visit Southampton

Southampton BID had just gone through a brand refresh and were looking to help bring that brand to life with a powerful online experience. They wanted visitsouthampton.co.uk to be the go-to website for users to find out about what to do and what's on in Southampton. They chose the Pro core package and The List Events Feed module to power their website.

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All About Ipswich

All About Ipswich

All About Ipswich is a DMO for Ipswich and the surrounding area. The website showcases events and offers, and also includes a business directory. It provides easy access to a huge range of content, with the Journey Planner and Itinerary Builder modules enriching the user experience. The Campaign Section module provides a hub for the client's numerous marketing initiatives.

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Visit Clapham Junction

Visit Clapham Junction

As a BID in their first term The Junction BID needed to make an impact. Attracting visitors to Clapham Junction by showcasing what’s on offer and demonstrating value to the businesses they represent was essential. They chose the Offers and Events progressive web app alongside the Pro core package to encourage people who work within the BID area to spend more time at The Junction.

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In Colchester

In Colchester

In Colchester is the consumer website for the Colchester BID. We helped them create a new consumer facing brand, and then applied that brand to the DestinationCore platform to create a stunning looking website. Launched in August 2019 the feedback for this site has been superb.

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Visit Melchester

Visit Melchester

We’ve created a demo site for our fantasy town of Melchester. It’s an idyllic location by the sea, with an abundance of independent retailers and fair number of local characters too. Be sure to check out the blog about a true local hero - Admiral Standfast. Go on. Take a trip to Melchester!

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