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There are so many ways to deliver money-off coupons to your customers and each channel has its own dos and don’ts but here’s a little bit of advice on how to avoid some of the common pitfalls:
• Don’t over complicate the delivery – online coupons are a great opportunity to gather valuable customer data but if a consumer has to share their life history to claim 50p off a box of washing powder they probably won’t bother!
• Make sure the offer is clear – you can get “x money off” when you redeem this coupon against “x product” before “x date”.
• Keep your terms and conditions as simple as possible – weighty Ts & Cs will only confuse the consumer.
• Ensure retailers also understand what they’re required to do, just like the consumer, if you make it too complicated they won’t participate.
• Stating the obvious, but we’ve seen it happen, if your campaign is supporting the launch of a new product – please make sure it is on the shelves BEFORE your coupon goes live! If the product isn’t available your campaign will fail.
So you’ve taken our advice and are about to launch the most successful coupon campaign in history; one final thought, have you considered insuring your campaign? If you don’t want to risk your entire marketing budget on an over-redeemed coupon you might want to look into fixed fee insurance.
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