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Traditionally, advertising with coupons was a great way to attract new customers and retain existing customers. Using the Internet to promote your business with coupons has become faster, cheaper and easier than ever. Unfortunately, Internet coupons for “brick and mortar” businesses can become ineffective and most likely have a negative impact on your business if not used correctly. The reasons for this are as follows:
1. Printing coupons from the internet is like printing money, it devalues the coupons for the customer and the merchant.
Coupons are really a form of currency. They are an agreement between the customer and the merchant. The merchant uses the coupon to say, “I’ll give you a discount or special offer, and in return you sponsor my business.”This is the fundamental relationship that the give and take fixed coupon and works very well, but only if there is just one coupon at a time.
The problem with coupons most users are that they are infinitely exchangeable. Most of the time, customers can print coupons on the internet as many times as they want so they can actually receive the same discount every time they go to the merchant. If we were all able to print money from our computers in the same way, then our currency would instantly lose all its value. Using coupons in this way, the customer reduces the value of the products in his mind that the coupon applies and therefore the coupons themselves. The merchant on the other hand must devalue the coupon the same as it is more efficient by creating a “give and take” relationship, but simply handed permanently their products or services.
2. Having always available coupons devalues them again. If they are still there for the taking, then there is no urgency to get them.
Similar to the point above, having a coupon still available to print or redeem the same affect as printing hundreds of copies. Traditional printed coupons have been distributed periodically in a newspaper, magazine, mail, etc. This meant that you were only going to get one and only one of these coupons until the next magazine was distributed. Therefore, if you have had any sort of interest in possibly using this coupon in the future, then you cut out the coupon at the time and are ready to use. Internet coupons with knowing that you can always go to a website and print a coupon if necessary has the effect of making the coupon worthless also. This is because (a) most forget they ever saw the coupon and will never be back in print and (b) most importantly, the coupon loses its promotional value to try to find someone one to take action now.
3. Most coupons on the internet are on a “pull” model instead of a “push” model.
When customers go out and get coupons instead of the coupons being “pushed” to the client, so they do not get used by real fanatic’s coupons frugal and not the first time customers or Customers who have forgotten you. Once again, traditional coupons have been sent “pushed” to potential customers and thus acted as a great way to actively promote businesses.
Also, Internet coupons on a “pull” model, where customers must visit a coupon site and see what coupons are available, and the tests have no value. One of the great benefits of marketing with coupons since they were studied by Claude Hopkins in the early 20th century was to be able to scientifically test marketing messages in “pushing” the coupons and then follow those returned to you. Although it could still theoretically be in a scenario such as “pull” advantage “push” system test is that you may send your message to a specific number of recipients within a specific time and then receive back data specific sample to draw conclusions.
The right way to use Internet Printable Coupons
The solution to the “problem with online coupons” is to use the Internet to distribute your coupons while eliminating the problems outlined above.
Firstly, use email marketing solution. Sending email coupons solves the “push vs. pull” problem by offering coupons for a specific group of people who have opted to receive updates and special offers for your business. Send by e-mail coupons also solves the problem of having coupons still available. Email allows businesses to emulate and even surpass the benefits of traditional print periodicals. Companies can test to find the ideal sending frequency that keeps them company at the forefront of the minds of their customers while maintaining a sense of urgency and speed. Also, be sure to use expiration dates and / or “print by” dates further increase the sense of urgency.
Then, incorporate a “one-time” printing system for the distribution of coupons. This will allow each recipient of the email your coupons can be printed once for each coupon sent. This may seem a bit trivial, or even small, but the reality is that coupons can only be used once allows the trader to be more comfortable with promoting greater discounts and better deals while giving at the same time the value of superior customer perceived and actual coupon.
With these tools you will not only greatly reduce the cost of advertising compared to traditional print advertising coupons but also allow you to use the coupon advertising in the best way possible. Actively promote your business to new and existing customers while using scientific testing to discover the best marketing messages to the success of your business. Create a real market for coupons and increase their value to those who use them.