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Archive for the ‘B2B’ Category

Follow The Eyeballs To Mobile

April 5th, 2013 8:40am

Where the eyeballs go, so goes social.

Social media is the night club of the Internet. Whatever’s hot, fun, and young right now rules the day. MySpace gave way to Facebook. Digg gave way to Reddit.

And now, desktop is giving way to mobile.

More than 57% of Americans own a smartphone, so it only makes sense. If your business model favors digital marketing, you might want to revisit how you’re spending your digital dollars. If it’s all on desktop banner ads, now’s the time to upgrade your digital marketing to make sure it follows the eyeballs onto smaller screens.

Here are three main tips for getting the most out of a mobile consumer:

1. Make sure your business is reachable on mobile. If a potential customer was walking near your business, could they find it on their phone? They’d better be able to. The best way to start is to make sure your business is on Google Local. An address, a phone number, and hours of operation are the most important elements here. And while you’re at it, update your Facebook Page to include the information, too.

2. Make sure your website is accessible on mobile. Your website may look beautiful and perfect on a desktop or laptop computer, but it may be a nightmare to navigate on a mobile device. A redesign may be in order, in which case you can look into responsive design, which allows a website to “stretch” to fit the screen it’s being viewed on.

3. Make sure you’re giving a mobile device user a compelling reason to stop by. Being accessible via mobile is great, but a reason to actually come in and take those eyeballs from smartphone screen to checkout line is going the extra mile. Having smartphone-only deals or rewards is one of the best ways to get nearby customers into your store.

To truly understand all your business can do with mobile, check out Google’s slick video here.

If you’re in the Cincinnati area and want to make sure your business’ website looks great on mobile, stop by the new Open Device Lab starting Monday to test it out for yourself.

3 Tips For Using Communities on Google Plus (VIDEO)

March 29th, 2013 8:31am

Yesterday, bussiness2community.com published CoupSmart’s tips on getting the most use out of Google Plus Communities.

Below, Sean and Nick discuss the main points of the article and Sean shows us exactly how to get started:

Thirsty Thursdays Episode 4: The Updated News Feed

March 25th, 2013 8:28am

Last thursday, Sean and I discussed the nuances of Facebook’s new News Feed, the benefits of having a visual presence on social media, and the potential rise of video ads in Facebook. Take a look:

Not quite being done with hearing ourselves talk, we had a follow-up discussion about how social media networks are (or are not) battling for the same viewership. We affectionately called this one War of The Social Networks:

Stay tuned for our next Hangout Thursday, April 4th.

How To Write Coupon Small Type

March 6th, 2013 10:14am

By now you know how to write coupon Headlines. And you know how important clarifying Subheads are to a deal. We’ve covered the fun crowd – the Boisterous “Let’s PARTAYYY!” Headline and the Responsible “Let’s Party Within Reason!” Subhead.

Now we have to meet the coupon curmudgeon – the Savings Party Bouncer. The stick-in-a-mud, turn-down-your stereo, get-off-my-lawn, goldfish from Cat In The Hat.

The Small Type.

Small Type takes the fun from the Headline and Subhead and sucks it all out, leaving only a vacuum of soul-wrenching legalese to protect you, the coupon issuer.

So you see, it’s not all bad.

Quick recap: A coupon is really a small piece of advertising, luring your customers into your store or to buy your product. And just like car commercials, a little bit of (re: a lot of) legal wording is needed to keep things in check. You’ll notice that coupons sometimes have a value printed on them. That’s because they really are worth something. They’re an IOU to retailers.

When it comes to Small Type (also known as “Customer Instructions”), big brands and companies need to add some restrictions, or they risk giving away a lot more than they planned. You don’t have to be a lawyer, but if you’re a large company, you most likely will have to have run it by Legal before publishing.

Some Small Type writing basics:

1. Don’t add too many restrictions. Like a Subhead that takes the exciting headline and waters it down to boredom or disappointment, don’t give your customers hope upon hope through Headline and Subhead only to kill the deal with the Small Type declaring the deal is only valid on the fourth Tuesday of the month that coincides with a full moon between 8:43PM and 8:45PM PT. If you’re going to go through the trouble, make it worthwhile and don’t add too many hoops for your customers to jump through.

2. But have enough rules so you don’t give everything away. At the very least (and sometimes, that’s really all you need), be sure to include the following information on your coupon Small Type: the coupon limits (ie “Limit one coupon per customer”), and the expiration date (even if it doesn’t expire, say so on the coupon). This not only helps the customer, it also helps your employees or cashiers who are receiving the deal.

3. But don’t go crazy with the Small Type. People are smart enough to know that an amazing offer with a novel of Small Type attached to it is one that can be passed up. Too many paragraphs of legalese may make them move on to a less complicated offer.

In a nutshell: restrict, but not too much. That’s the point of Small Type. It’s to keep the coupon frauders at bay and reward your saintly customers.

If you only put one restriction on your coupon, make it this: set limits! As the old story goes, a car manufacturer had a coupon placed in the Yellow Pages (remember those?), and one enterprising lady went around and collected hundreds of these coupons from neighbors and friends. Turns out, she got the car for free – the pesky small type failed to include the words “limit one coupon per customer”.

How to Write Tempting-Yet-Clarifying, Oh-Now-That’s-a-Good-Deal Subheads For Your Coupons

February 26th, 2013 9:39am

You’ve got it down now, don’t you? You read last week’s post about creating an awesome coupon headline and you’re ready to get the show on the road.

Well hold on there, Sparky. A coupon is more than just a barcode and a headline. Just stating how much a customer can save might cost your company a lot of money.

A headline-only coupon, after all, looks like this:



If you were to go to press with this deal, you’d stand to lose a lot of money. This is why Subheads are so important. They clarify an offer for a customer, so that your business can drive trial, not become a Free Store. This coupon may get a lot of attention, but you may also lose a lot of money. Imagine if enough customers got this coupon and used it to walk into a store and walk out with a box of Flaky Flakes without spending a dime. Even if the objective for the coupon is to give away a FREE box, you would still have to clarify the size limit, lest you give away a million boxes of your special 18 lb. Orphan Feeder sizes.

As we saw last week, a good Subhead for this deal looks like this:



While the Headline entices (as it should), the Subhead clarifies. See how the Subhead changed the value of the coupon? Instead of just a FREE box, it’s now a Buy One, Get One Free deal. Huge difference.

Let’s see how this coupon may look if we go a different route with the Subhead:



Wait. Hold on. Let’s analyze this guy here. “If you buy a 20 oz. box, the FREE box must be 20 oz. or less. And no, you can’t use this coupon on our 18 lb. Orphan Feeder size boxes.” This is a coupon, not War and Peace. The idea here is the same, but customers will stumble over this. This is why it’s important to be brief, and leave most of the restrictions to the Small Type.

Now’s a good time to clarify what we mean about Subheads clarifying an offer (is that clear?). It’s important to remember: The Subhead is still trying to sell the coupon to the customer. It’s not trying stop the excitement of the Headline or say too much about what you can or cannot do with a coupon. It’s just trying to clarify.

Let’s look at another example:

On the outset, it looks fine – $4.00 is a lot to save on a box of cereal. But you have to think about all the implications of this coupon. If you only have one size of Flaky Flakes available to the customer, more clarification is not needed. But, if you have small trial size boxes that retail for $1.99, you may be inadvertently giving away a lot of boxes of Flaky Flakes.

As you can see, Subheads can be a coupon’s best friend or worst enemy. They can alter a Headline – in both good and bad ways. They can also be too detailed or not detailed enough, costing you either redemptions – or worse – money. Remember: a good Subhead clarifies an awesome Headline while still keeping a customer excited about the deal. And on occasion, they restrict just enough to not be a buzz-kill.

If Headlines are the wild, crazy party animals trying to lure customers into a Savings Party, Subheads are the still-fun party-goers just making sure people don’t spill the beer on the carpet. 

Next time, we’ll talk about the not-so-fun bouncers of the Savings Party and the bane of coupon-writing: Small Type.