ARTICLES & RESEARCH
ARTICLE: Is Bigger Really Better?: Managing Medium Variable Redemption Factors
Conventional wisdom suggests that bigger is often best. When applied to coupons, that wisdom is interpreted to mean offering more: delivering richer offers and generally making a bigger splash in the Sunday inserts. But when VSI Targeting took a closer look at what determines coupon redemption, that assumption was hardly assured.
ARTICLE: To Each His Own: Managing Highly Variable Redemption Factors
The question, “What kind of redemption should I expect for this coupon,” may have some quintessential answers. But the best answers include a variation of “it depends.” That’s not usually heartening, when you want a single, easy answer. But it’s nonetheless reality when dealing with the redemption of a coupon promotion.
ARTICLE: What Really Drives Coupon Redemption
You’ve probably asked: “What kind of redemption should I expect for this coupon?” While it’s a really good question, it hardly has a quick and easy answer. In fact, this kind of question usually leads to even more questions before any answers emerge.
ARTICLE: Managing the Complexity of Tie-In Promotions
Tie-in promotions can be an effective means of driving incremental sales and increasing brand awareness and affinity. Different manufacturers, though, have individual needs that complicate the process of assembling a market list and even the promotion itself, for a joint effort FSI. Avoiding problem areas and ensuring a good fit with the partners will go a long way to maximize the value of these kinds of promotional programs.
ARTICLE: Creating a Plan for Retailer Coverage
Your sales group just struck a merchandising deal with an important retailer. Now there’s a supporting coupon drop planned to coincide with the in-store promotion and it absolutely must cover that retailer. What will you do to make sure that happens?
ARTICLE: Using an A/B Split Test to Maximize Coupon Promotions
Lowering your coupon face values might cut the cost of your promotion significantly, but it might also cut its effectiveness. How can you be sure before you make a drastic move? When faced with the challenge of testing new ideas like that, savvy marketers often turn to a valuable market research tool: A/B splits. This technique can be tailored to many different kinds of variables and the resulting data can be used to guide strategy and tactics on a much larger scale.
ARTICLE: Matching Coupon Values to Retail Double Coupon Policies
Ask the average coupon marketer how to determine the best face value, and he or she will discuss factors like historical trends, competitive offers, percent of product price, and so on. However, a consideration that is often overlooked is how that face value will match the double coupon policies of the retailers in different regions. Matching those policies is crucial in planning successful promotions, because it has important implications for both retailer and consumer reaction.
ARTICLE: Working on Sunday - Tips to get more out of your FSI spending
Eighty percent of all coupons are distributed via free-standing inserts in Sunday newspapers. Typically, FSI spending is the biggest percentage of a brand's consumer promotion budget. Between media, redemption, and creative costs, marketers spend millions on FSIs every year, mostly on Sunday. Here are 10 ways to get more for that money.
