Aligning for the Future
We’ve always known we have a great piece of technology, and our most recent news announcing our alliance with Valassis, a major player in the coupon industry, validates our efforts to build a better product and experience. Joining forces with Valassis to deliver the next generation of digital coupon delivery is a win-win for our clients and theirs.
Coupons in Multiple Channels
Often times brands rely on the same coupon mediums because they “have worked”, but are they… really?
Why do we keep going back to the same ‘ole options when there are plenty of other new ones to choose from? I can tell you- the dreaded set up fee! Every time you have a fun new idea or some great new learnings about your consumers, you have to pay extra just to try it out.
Brands have traditionally relied on print counts to gauge a programs success. This measurement was driven by the coupon providers because it was the only output of campaigns. With the new amounts of data available from coupon programs, a mind shift is happening in the industry as it relates to measuring success.
One of my favorite friends, a super successful CMO, used to tell me that her secret to building a brand audience was to always stand next to the pretty girl. I didn’t get it. She said, “you know at the school dance, the best way to get a boys attention was to stand next to the pretty girl!” That is exactly what she did with her emerging snack brand. She found a partner that was just a little “prettier” and stood her brand right next to them.
Most brands today realize that data is power, yet many are overlooking the simplest way to gather that data- their coupons. Never before have I seen a more powerful driver of consumer action than coupons. Our clients use coupons for all the basic functions like driving sales or trial and usage, but more importantly they use them to increase social fan base, reward bloggers, create virality around an offer and yes, gather consumer data.
Companies can use the concept of co-branded campaigns to help them meet many marketing objectives. First, partners are a strong way to introduce one company’s products or services to the other and grow awareness quickly. Partners are also a great way for brands to mitigate costs for a particular promotion or campaign. Finally, a lesser known brand can draw from the affinity of a partner to create immediate brand loyalty from the start. One of my favorite brand manager clients called this the “standing next to the pretty girl” method. She would stand her smaller brand next to the pretty girl (bigger brand) to get noticed and it worked!