As brands move away from traditional FSIs, what alternative channels exist that deliver efficiency and scale?
The Sunday newspaper (FSIs) is the couponing industry’s traditional bread and butter and load to card is all the rage. But both of these options have drawbacks. Load to card is very far from mass adoption and FSIs are slowly losing redemption share due to an inefficient model.
There are more effective ways to reach consumers.
Distribution channels are available beyond the traditional newspaper and load to card. Social Media and Internet Radio are established advertising channels for brands, retailers, and hospitality. We prefer these channels because they have scale, and by relying on third parties, brands can tap into additional tools.
By pulling the best promotional practices from traditional couponing channels and reapplying them to specific Social Media and Internet Radio platforms, brands can squeeze more value (more sales) from their digital promotions.
Below are our reasons why we prefer/like each channel.
Pandora is an innovator in online radio, music, and advertising. We recommend this channel for coupon placement for many reasons, but here are our top three.
- Pandora’s advertising tools include geo-targeting – offering local advertising solutions for small businesses and event-based sponsorships. This competes with traditional radio.
- Pandora has Experiential Marketing. It connects bands, brands, and fans up close and in person with exciting live events and custom content.
- By using existing tools, brands can place coupons on Pandora Radio that hook back into third parties, like social coupon vendors, capturing consumers’ social data (demographic and psychographic).
Pandora is unique because it has a 100% registered user base, which is ideal for placing coupons and offers that capture this user bases’ data. This data is then deployable in remarketing initiatives across your marketing campaigns.
Facebook is the most powerful social platform by user base, and it is our favorite social media coupon channel because of that size and its individual user data. Its ads are shown to targeted customers on desktops, tablets, and mobile devices. Brands and retailers can run promotional or discount campaigns that reach users’ newsfeeds.
- Facebook’s targeting criteria includes location, demographics (gender, age, and relationship status), psychographics (likes and interests) and, of course, your current Fan Page fans.
- Facebook uses viewed impressions instead of served impressions to measure ad delivery. This ensures your ads are not only delivered but seen.
- Brands can post coupons and offers on Facebook’s platform with Social Coupon Vendors’ technology, capturing consumers’ social data (demographic and psychographic).
Either option is sensical for brands currently running digital and coupon campaigns that need a lift in ROI without taking unnecessary risks. Brands receive long-term value by advertising on either platform with CoupSmart, a social coupon software tool, by capturing more consumer data during the claiming process, which can then be funneled into email remarketing campaigns.