COUPSMART BLOG

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Archive for the ‘Marketing’ Category

Two Unconventional Coupon Channels for Brands

March 2nd, 2015 3:58pm
As brands move away from traditional FSIs, what alternative channels exist that deliver efficiency and scale?

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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.

Internet Radio

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.

  1. Pandora’s advertising tools include geo-targeting – offering local advertising solutions for small businesses and event-based sponsorships. This competes with traditional radio.
  2. Pandora has Experiential Marketing. It connects bands, brands, and fans up close and in person with exciting live events and custom content.
  3. 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.

Social Media

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.

  1. Facebook’s targeting criteria includes location, demographics (gender, age, and relationship status), psychographics (likes and interests) and, of course, your current Fan Page fans.
  2. Facebook uses viewed impressions instead of served impressions to measure ad delivery. This ensures your ads are not only delivered but seen.
  3. 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.

4 Reasons Why Social Coupons Are Your Brand’s Secret Weapon

February 23rd, 2015 2:25pm

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Reason #1: They Drive Traffic to Your Brand’s Own Web Properties, Not a Third Party’s

Unlike Coupons.com and similar coupon destination site providers, social coupon providers run promotional campaigns on your brand’s Facebook Page or website, distributing coupons to your most loyal followers at scale. This keeps more consumers and brand advocates on your digital properties, building traffic and engagement for your site, not a third party’s.

Reason #2: They Capture Your Customers’ Behavioral Data

Marketing and selling anything successfully requires an understanding of your customers’ behaviors, preferences, and patterns. One way to gather this type of data is by using social coupons. Social coupon technology bypasses the form registration process and the need to install download-to-print software. It uses social apps for log-in and authentication to distribute coupons and digital offers across the web, social, and mobile.

During this process, valuable campaign and consumer-level data is captured, which is then given back to the brand or retailer to be redeployed in marketing initiatives elsewhere. This social data is generally of higher quality (and more accurate) than data captured from a form submission.

Reason #3: They Kick-Start Your Remarketing Campaigns

Because of tools developed by Email Service Providers (ESPs) and other technologies, the captured demographic and behavioral data can be plugged back into your marketing systems for 1:1 email remarketing campaigns. A practical application is sending custom content based on likes and interests, such as unique recipes based on customers’ interest in baking (read the customized content case study).

Reason #4: They Increase Your Conversion Rates

By relying on app permissions versus form submissions or download-to-print applications, conversion rates explode, driving sales growth for your brand or product.

For example, a customer filling out a form to download and print a coupon on a brand’s website (such as a pizza or toy company) must go through eleven steps before printing the actual coupon. Using a social log-in process, a consumer can claim an identical coupon on the same website in four steps. Read more about shortening the user experience.

Conversion rates for form submissions across all industries and types hover around 11%. Conversely, Facebook app permissions typically convert around 80% for Facebook Quizzes, Instant Win, and Fan Vote promotions. With coupons, we see conversion rates average around 92%.

Social couponing technology is an emerging segment in digital couponing, and your brand can be an early mover.

To learn more about using this technology with your digital promotions in the next quarter, contact CoupSmart for more information.

Email or request a demo.

[Video] Connecting Digital Promotions With Email Service Provider Silverpop

January 19th, 2015 3:10pm

CoupSmart’s technology extracts personal data from fans to allow 1:1 email communications. This data can then be plugged back into email service providers for automated remarketing campaigns to segmented customers. We capture this data when customers authorize our Facebook App to claim a digital promotion from your Fan Page or website.

In this video, Blake Shipley, Founder and CEO of CoupSmart, explains how our partners’ (in this case, IBM Silverpop) customers can leverage social couponing data in their overall marketing strategy.

To learn more about becoming a CoupSmart partner, or how your brand can increase the value of its digital campaigns, contact us at sales@coupsmart.com.

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Why Psychographic Data Must Be Used In Marketing Campaigns

January 13th, 2015 1:04pm

In this article, we will discuss the importance and benefits of psychographic data and why they must be used in marketing campaigns.

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Marketing via demographic data creates a broad and generic overview of your target customers. The demographic segmentation of your customer base typically includes their average age(s), approximate location(s), ethnicity, marital status, gender, etc. However, marketing by psychographic data segments your customer base by behaviors, beliefs, values, lifestyles, and attitudes.

Demographic data is the dry data, the hard facts like age and gender; while psychographic data forms the personality of the consumer, their likes, interests, and habits.

Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles, and can be valuable in the field of marketing. When a relatively complete profile of a person or group’s psychographic make-up is constructed, this is called a “psychographic profile”. Psychographic profiles are used in market segmentation as well as in advertising. Some categories of psychographic factors used in market segmentation include:

  • activity, interest, opinion (AIOs)
  • attitudes
  • values
  • behavior

The Practicality of Psychographic Data

Psychographic data provides a much more holistic perspective into your industry and the vertical market in which you operate; if you know what motivates your customers, and what they do and don’t like, you have a huge step ahead of your competitors.

Knowing your customers’ motivations and behaviors can also improve your marketing strategies:

  • Form more accurate and robust description profiles of your target customer.
  • Educated decision-making and direction for creation of advertising content.
  • Valuable feedback for product enhancement, differentiation, and spin-offs.

Psychographic data can also answer compelling questions. Questions such as: Will our customers try something new? What spending patterns and habits drive sales? What subcategories exist within our user base?

How Can Psychographic Data be used?

Group your data. Organize the data reflecting the real world, create backstories and context. Be empathetic to that one group (or multiple groups) and write in a voice and style that speaks to them directly, be relevant.

Using one of our clients as an example, Lindt Chocolate tied for the largest Facebook coupon campaign ever using our CoupSmart promotions platform. They collected psychographic data from over five hundred thousand of their fans/customers.

Key Psychographic Discovery: Many of their fans liked, or were interested in baking.

Business Use-Case: Lindt Chocolate employed a new re-marketing strategy by sending emails with recipes to over 600,000 unique customers gained from their recent CoupSmart coupon campaign. Their e-mail content included baking recipes to educate their customers how they could bake using Lindt chocolate.

The results for the remarketing campaign were impressive: Over 600,000 unique customers were remarketed to, 30% opened the email and 26% clicked-thru. Most importantly, it drove Lindt’s bottom line by experiencing its largest holiday sales increase in 5 years, with a sustained sales increase throughout the following fiscal year. Here is Lindt’s webpage with chocolate recipes. A screen shot is below:

Lindt Cholocate Screen Shot

Organizing Psychographic Data into Groups

What kind of offers and content do you send? How do those align with the lifestyles, behaviors, attitudes, and values from your customers’ lists? Before executing, organizing is paramount. How will you begin to do that?

Here is an example:

Strategic Business Insights uses their US VALS Framework, which breaks U.S. consumers into 8 groups, innovators, thinkers, believers, achievers, strivers, experiencers, makers, and survivors. This is their graph: VALS stands for The Value and Lifestyles System.

US Vals Framework 2014

What Kind of “Effectiveness” Are We Talking?

Collecting and implementing psychographic data is a challenging task. It requires intelligent marketers and strategic thinkers with a strong background in human psychology and consumer analytics. Using psychographic data to drive the bottom line of your business requires significant collection efforts on the front-end as well as strong coordination and communication throughout the implementation process. However, the hard work does pay off and your company profits will soar!

Building psychographic profiles of your target customers allows for more effective and focused marketing communications, content deliverables, and other promotions. Gaining a holistic perspective that includes demographics and psychographics of your target customer will increase sales and loyalty. Your marketing content and offers will be more relevant to your customers and more relevant than your competitors’ content offers.

Many of our Clients are using psychographic information acquired in their CoupSmart campaigns to help them determine, or better understand, their prototypical customer base. In many cases, they are discovering that their assumptions of who is their primary customer base are not completely accurate.

How can you find psychographic information to learn more about your customer base? We can help. We collect valuable psychographic data along with demographic data for companies with our smart coupons; simply contact us to learn more.

How to Use Social Coupons to Remarket to Your Customers

December 18th, 2014 6:44pm

How to Use Social Coupons to Remarket to Your Customers

Does your brand use digital coupons (print-at-home) in your online strategy? Are you looking to find more value in the stratagem, such as increasing customer loyalty or gaining more data? A digital promotions platform with social coupons is an approach worth considering.

As digital coupons have higher redemption rates compared to traditional coupons (cite) and drive sales for brands and products because of convenience and ease of use. Social coupons are placed on platforms like Facebook and also inherit these same characteristics while adding better metrics, speed, usage and sharability.

Most importantly, they provide social visibility for brands and customer data acquisition, which is highly valuable. The strategic value of coupons increases as personal, re-marketable data is captured, like email addresses.

CoupSmart is a digital promotions platform that uses social coupons to drive sales and capture valuable data to deliver higher conversion rates and re-marketable email lists for its clients. The capturing of customer email addresses allows different consumer segments to be targeted, creating the ability to remarket.

The 4 Steps to Remarket to Your Customers

Capturing valuable consumer data from social coupons expands the business use-case of current investment cycles, by enabling brands to remarket and retarget its customers, increasing your ROI. Here’s how:

  1. Run a Coupon Campaign with Facebook’s API

CoupSmart’s digital promotions software is integrated with Facebook. Therefore, a coupon campaign can run on a Facebook Fan Page or another digital property, such as the web or mobile-optimized sites, using Facebook as the control.

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  1. Capture Customer Data When a Coupon is Claimed

When claiming the coupon, the consumer is required to authorize Facebook App Permissions to finalize the claim. When the coupon is claimed, the brand captures 17 key indicators from the customer’s Facebook profile, including, email address, demographics, psychographic, and campaign-level data (views, claims, geography). At CoupSmart, this method of data capture is more than 90% effective. This process is illustrated below:

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  1. Then, Plug Customer and Campaign Data Back Into Your Marketing Database (with a CSV File or ESP integration)

Campaign and customer data is recycled back to the brand through an Email Service Provider, an existing CRM system, or through CoupSmart’s own email platform. Email Service Providers (ESPs) have many targeting tools to use.

  1. Remarket, Retarget, and Grow

While the possibilities are many, typical use cases are:

(1)    Coupon redemption reminders

(2)    Birthday deals

(3)    Relationship status updates (recently engaged or married)

(4)    Customized content based on likes and interests

(5)    Many clients use the ‘overall data‘ to determine the future content mix of marketing campaigns across the entire spectrum

Additional Pros of CoupSmart’s Digital Promotions Platform

  • No software or print-driver download is needed
  • Shareable
  • World-class security and fraud prevention
  • Demographic and psychographic data
  • Higher conversion rates

When Does the CoupSmart Platform Make Sense?

When your clients, prospects, or brand managers ask about promotions, coupons, rebates, contests, data, building their CRM and email platforms, or, when they say “I’m simply not getting the data back from my current coupon vendor”.

How Do I Learn More?

Learn how to remarket to your customers with digital coupons, and request a CoupSmart demo today. Or call us at 513-374-6276!