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Archive for the ‘Marketing’ Category

Psychology: Unconscious Marketing

July 22nd, 2014 10:38am

You can’t sustain a business without knowing your customers. What do they want? How do they want it? And most importantly, why do they want it?  Through psychology, you can gain valuable consumer insights to supplement your business strategies and make knowledgeable marketing decisions. If you intend to pick apart your customers’ brain and facilitate a more profound connection, you’ll need to integrate a few psychological principles into your marketing approach.

Less really is more

When it comes to making decisions, having too many options to choose from can actually inhibit your audience’s ability to make decisions. This condition, referred to as “analysis paralysis”, is important to keep in mind, especially when consumers are involved. If, for example, you have an online store with a large inventory, make sure you categorize and group (aka “chunk”) items in a way that won’t overload your customers’ cognitive processing.

Framing and loss aversion

As humans, we’d like to believe that we always make the right decisions and think logically. However, you’d be surprised how blind we can become when facing a particular situation. Instinctually, we are terrified of loss. In fact, research suggests that a perceived loss is, psychologically, twice as powerful as a perceived gain (even though they may be of equal value).  Therefore, when making a proposition to your customers, don’t go on and on about all they great things they’ll get. Instead, you’ll have greater success if you make them feel like they’d be missing out if they don’t partake in your offer.  (The scarcity effect is a similar phenomenon, where an individual perceives something to be particularly valuable only because of its diminishing supply or rarity.)

The power of mystery

Something’s gone wrong. Things aren’t adding up correctly and confusion starts setting in. This predicament is what’s known as cognitive disequilibrium. It’s that piercing moment when two points that are supposed to tie together are, for whatever reason, are unable to make the connection.  The disequilibrium is unsettling, and provokes the need to start filling in the gaps. Your goal should be to capitalize on the unmet need: intellectual satisfaction.  This is a great strategy to keep your audience curious and engaged with your brand.

Remember that psychology is more than a science. It is the lifeblood of your consumer, and the key to having a well-executed and effective marketing strategy.


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The Importance of A/B Testing with Social Coupons

July 9th, 2014 7:00am

Coupons are an inexpensive advertising option for packaged goods, retailers, and other businesses that are highly desirable by consumers. While the product or service can vary greatly, so does its consumer. It’s easy to simply place a free-standing insert into the Sunday paper, but do we really know if the offer is reaching the appropriate audience? With digital and social coupons, we have the advantage of finding ways to grab the attention of our targeted consumers. And while this may take extra effort, the payoff is significant. In 2013 alone, we saw consumers used over 2 billion digital and print-at-home coupons (Inmar 2014 Coupon Trends Report).

Companies that combined coupons with data capture opportunities gained better insight into the purchase behaviors of their customers. Once companies have captured data, they can make more informed marketing decisions. The one constant we see in digital and social coupon use however, is that based on the promotion or offer, no two audiences are the same. Even within our own client base, we’ve seen similar offers by similar businesses that produce drastically different results, and this is why A/B testing has become a necessity to ensure success in marketing online.

Some key factors to A/B test in your coupons and other promotions are:

Offer Value
Should you offer a percentage off or a flat amount? What’s the minimum value you can provide that will enable you to hit your print and redemption goals?

Expiration Date
What’s the ideal amount of time to give consumers to redeem a deal that will ensure they don’t forget it?

Promotional Strategy
What are the best channels to let consumers know about your offer, and where should you run ads driving traffic to the offer?

Is the design and copy appropriate? Are you drawing the attention of your audience and driving them to claim your offer?

At CoupSmart, we run A/B testing to discover solutions to questions like the ones above. So, if you’re having trouble determining whether your coupon should be “20% off” for six months, or “50% off” for two weeks, give us a call and we’ll be glad to help you out.

CoupSmart is a social marketing system that creates a measurable revenue stream from fan pages. Want to find out more? Click Here

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Google’s New Secure Search Makes Shareable Content More Important Than Ever

October 3rd, 2013 3:00pm


Everyone wants a high ranking in Google Search, right? We all want to be found by potential customers searching for the very thing we offer, and we want to be on the list before our competitors. Google continually refines its search algorithm in order to bring forth the most relevant content for the user. So, the question then is how does Google determine who or what is the most relevant? This question now becomes more challenging than ever as Google has announced plans to encrypt all keyword search data from its users making this valuable SEO information unavailable to marketers.

In the 2013 Ranking Factor-Rank Correlation study for Google USA published by SEO company Searchmetrics, it is made clear that social signals above all else are now the main influencers of Google search ranking. Of the top 10 ranking factors 7 are social media related, with 4 of those factors being specifically related to Facebook activity. The fact is, if you’re not making waves on social media it will be hard to make them on Search.

image source: Searchmetrics

Those brands with URLs positioned well in Google Search rankings all tend to have a high number of likes, comments, and shares on their Facebook content. And, the way to get content shared on Facebook is to create shareable content. Among other things, shareable content offers value to the user – value that they want to pass on by sharing it with their friends on the network.

CoupSmart’s social apps bring your Facebook page to life, reaching out to your fans (and their friends) with digital coupons and exclusive offers they can’t get anywhere but on your Fan page. We handle the details. You get the likes and shares (plus actual purchases), while sending strong social signals to Google to rank you higher in search results. More people find your content, and around and around we go. Additionally, our apps collect and deliver the data you need to refine your targeting over time, building a broad base of loyal brand advocates willing to talk about you on Facebook.

Interested in learning more? Drop us a line at and we’d be happy to take you through our products in detail.

To see us in action, visit the Facebook page of Treasure Cave Cheese from your desktop/laptop.

CoupSmart is a social marketing system that creates a measurable revenue stream from fan pages. Want to find out more? Click Here

Click Here To Request A Demo

D² Cincinnati Encourages Digital Dialogue Between Brand And Customer (Video Previews)

September 3rd, 2013 1:25pm

Over the past couple of weeks, we have been helping to promote a September conference in CoupSmart’s hometown called D² Cincinnati. The 2-day event is put on by the Cincinnati chapter of the American Advertising Federation (AAF) and dunnhumbyUSA. Because the city is such a hub of consumer marketing expertise, it makes perfect sense to offer a customer-centric digital marketing dialogue right here with brands, retailers, and technology companies all taking part. And, with CoupSmart being a developer of customer-focused social technology, there are many conversations we’d like to have with those in attendance to make us all better at connecting with customers in meaningful ways.

In addition to keynotes from companies like Macy’s, Procter & Gamble, and Facebook, each breakout session looks to be full of information that will lead to the most engaging discussions around digital marketing you have heard all year. Below are a few Google Hangouts I did with D² speakers to offer a glimpse of the conversation they plan to have with attendees. The full list of speakers can be found here.


Brandon Faris, Director at LEAPframe takes a few minutes to chat about his upcoming session at D² – “Teleprompters Don’t Cry”

Krista Neher, CEO of Boot Camp Digital & Nikki Means, CEO of Project Socialize sit down together to talk about their joint session at D² - “Visual Social Marketing: The Next Generation of Social Media”

Ryan Derrow, Vice President, Online Media at Empower MediaMarketing talks with me about his upcoming session at D² – “Ads in the Machine: Finding Your Audience Online”

Joe Robb, the Digital Marketing guy at SparkPeople, talks with me about his upcoming session at D² – “How We Made Pinterest a Traffic Juggernaut, and How You Can Too”

Dave Dorr, Creative Consultant at Epipheo, expands on his discussion topic for D² – “How to Suck at Surfing”. Simply put, marketers want their content to make waves, and there are specific ways to leverage existing movements to help bring people to your content and inspire them to share it with their friends.

CoupSmart is a social marketing system that creates a measurable revenue stream from fan pages. Want to find out more? Click Here

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How ‘Facebook for Business’ Can Impact Your Social Strategy

August 27th, 2013 12:41pm

In its continuing effort to improve and simplify its marketing and advertising processes, Facebook has launched the Facebook for Business Page. Thanks to last week’s launch, businesses can now find all the information they need to take advantage of Facebook’s potential as an advertising tool in one place.

Facebook is using the new page to reinforce its efforts to simplify its advertising and change the way brands approach advertising on the social network. Instead of choosing among Facebook’s several promotion vehicles, businesses will now indicate what their specific goals are for their advertising efforts and Facebook will recommend which of its advertising platforms are best suited to reach those goals.

In that same vein, businesses find similar goals under the “Get Started” tab on Facebook for Business, including: drive in-store sales, increase online sales, launch a new product, build awareness, and promote your app. Clicking through these links shows users detailed guides on using Facebook to achieve their business goals.

Moreover, Facebook has also organized its many tools by industry, allowing businesses in Retail or Consumer Goods to find guides for achieving goals more specific to their respective companies.

In addition, Facebook has consolidated all of its marketing and business news into its Facebook for Business blog in order to make the page a complete resource.

It seems like there’s never been a better time to take advantage of Facebook’s unique resources for advertising and marketing. Effective use of and advertising from a Facebook page can open a business up to thousands of potential fans and customers. However, since resources like Facebook for Business are available to everyone, it becomes even more important that a company differentiate itself from the mob of advertisers in the News Feed.

Businesses can achieve this posting compelling content that is useful to their fans and call them to make a purchase – and share with their friends. A well-crafted promotion catches the attention of the fan and compels them to act on the promotion before it expires. And if the content is truly compelling, the fan will share with their friends.

How can it get better? Well, after the initial purchase, a strong promotion should also be able to track the fan from claim to redemption in order to make follow-up offers and maximize ROI. Anything else just isn’t taking full advantage of what Facebook offers.

CoupSmart is a social marketing system that creates a measurable revenue stream from fan pages. Want to find out more? Click Here

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