Home › print (magazines, newspapers)

print (magazines, newspapers)

Marketing Tactics: Couponing for Success

Wed, 07/30/2008 - 19:33 — anne

Woman clipping couponsWith many consumers more focused than ever on saving money, coupons are re-emerging as a popular marketing tactic. And according to the 2008 Printable Coupon Consumer Pulse Survey from Simmons/Experiean Research and Coupons Inc. quoted in Marketing Charts, the number of American consumers searching for coupons online has increased to 36 million in 2008, up by 10 million from 2005; that’s 24% of all American coupon users. And nearly half of “Coupon Clickers” are between the ages of 22 and 44.

And there’s residual benefit from couponing beyond the short-term sales boost:  58% of respondents believe brands that provide online coupons are more likely to provide new products that they will enjoy, and 57% say those brands care about keeping them as a customer.

So make sure you get the most out of your couponing program; here’s some tips to help:

First, get all those coupon marketing myths out of your head. According to Marketing Charts, direct marketer ICOM  says a common misconception is that short-term expirations drive immediate sales. Actually---marketers may be cutting their redemption times shorter than is needed for consumers to act.

Another myth is that higher value always equals higher redemption. Not so, says ICOM. Value is important but the highest redemptions come from tying value to optimal expiration.

Also, if you’re trying to entice users from the competition, then focus on attracting their light to moderately loyal users. The lights and moderates are more likely to give you a try and will respond to a lower value offer than the competitor’s most loyal users.

See also:
2008 Printable Coupon Consumer Pulse March 2008, Simmons Market Research Bureau and Coupons, Inc.

For more coupon strategy tips visit Coupon-Redemption Conventional Wisdom Sometimes Foolish, Marketing Charts


Subscribe to Brandeo’s free weekly newsletter or RSS feed

Duplication

Duplication is a media term that describes the number or percentage of users that two more more mediums have in common.

It's important to understand  the level of 'overlap' between two or more mediums to get an accurate count of the number of unique visitors, readers, viewers or listeners that are actually reached.

2008 Newspaper Audience Ratings Report

Here’s a nifty free resource you’ll want to bookmark: The 2008 Newspaper Audience Ratings Report, published by media stalwart Scarborough Research.

The report provides information on newspaper print, website and integrated (print and website) audience ratings for 161 papers in 81 markets.

The report is organized by DMA. Newspapers whose websites have at least 1% penetration in their market, as well as a Sunday print edition, are included in the report.

You can access the report here or by visiting Scarborough.com.

Bulk Circulation

Bulk circulation describes the practice of delivering multiple copies of a magazine or newspaper to a single addressee, who then distributes the individual copies.

Circulation

The number of magazine or newspaper copies that are distributed.

Average Issue Audience (Readership)

The projected number of people who have read or looked at an "average issue" of a magazine (or newspaper).

Audience/reader numbers can be larger than circulation because a single issue can have multiple readers.

Source: Magazine Publishers of America

Audience Accumulation

Audience Accumulation refers to the total number of people exposed to the advertising messaging of an advertising campaign, 1 or more times, across all media.

Audience

In media, the term 'audience' refers to the gross or net number of people or households exposed to a particular medium or advertising message.

Shoes So Shiny You Can Destroy Alien Spacecraft - Brand of the Week

Mon, 04/14/2008 - 01:00 — anne

You'll never again think all shoe polish is the same, thanks to this great print ad from Euro RSCG Buenos Aires, provided by Adland. This is a great example of evolving a commoditized product to a differentiated brand by applying over-the-top positioning to the brand's key equity (shininess), a feature that is pretty much the same across competing products.  

This strategy won't work for every brand, but it works so well here that we're anointing "Extra Bright" shoe polish our Brand of the Week.

BootB

BootB is a global “pitching engine” that brings together marketers and creatives from all over the world.

123next ›last »
Syndicate content