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Archive for the ‘Marketing’ Category

[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

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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.

psycho graphic REV - 450px

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.

Screen Shot 2014-12-18 at 2.22.09 PM

  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:


  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!

What Will Happen to Digital Coupons in 2015

December 12th, 2014 10:23am


Overview of Digital Coupons
Traditional coupons (FSIs) represent a gigantic percentage of the coupon pie, 91.2% of distributed coupons, and 50.8% of total redemptions*.

Yet Digital Coupons’ revenue growth and out-sized share of redemption rates paint a bright, glowing future. Digital Coupons (print-at-home, mobile, social, and downloadable coupons to a loyalty card) represent less than one percent of total coupons distributed but command 10% of all coupon redemptions*.

Why are digital coupons impacting the industry?

The current digital coupon process is convenient and easy for the consumer, and they likely hold a fortified place in your brand or products’ digital marketing strategy. A consumer prints or emails your coupon to be redeemed by them at the nearest location, usually done through a popular destination site.

That’s it – straightforward and functional.

Change Adds Value To The Coupon Process
But how could you add more value along the digital coupon equation? What is limiting the value of digital coupons for brands and organizations? Two things:

  1. Customer Data
  2. Social Interaction

When a customer uses your coupon on another site, the interaction (the data) between your brand and that customer is missed and lost forever. Did they interact with your Facebook Fan page, did you glean individual or campaign level data? If not, the current strategy is a one hit wonder, satisfying, but not ideal.

Big Data and Social Media are mega, established trends influencing business insights and marketing strategy. Your digital coupons in 2015 could combine coupons, data, and social. Not unlike the following campaign:


This campaign is a mobile promotion that uses Facebook as the control and data collector. Facebook app permissions acquire data from consumers by asking yes or no, versus filling out a form, the former tactic being over 90% effective. Meaning, when a customer is claiming a coupon and is required to give personal information, the yes or no method is successful more than 90% of the time.

The following information is captured by the brand before the offer is claimed; public profile, friend list, email address, relationships, birthday, interests, current city and likes.

coupons + social + data = more value

Three Recent Value-Adds to Coupons and Social Promotions
Uniting digital coupons with social media and the hidden value of big data is a powerful ingredient. An ingredient that delivers three value-adds to your digital coupon strategy:

  1. Facebook API integration with ESPs
  2. A longer coupon lifecycle
  3. Game-changing consumer and campaign level data

Technology improves fraud prevention and similar issues even further. Since coupons are already digitized, the next step is placing them where millions of your customers are conversing or listening, including social channels like Facebook, or through media partnerships with socialized digital entertainment like Pandora Radio.

How does it give your coupon a longer lifecycle?

The data gathered from the claiming process extends the lifecycle two ways. First, the individual who claimed the coupon can now be remarketed to in the future with email. Secondly, the campaign-level data can be analyzed for business insights and deployed in strategic initiatives elsewhere.

The New Coupon Experience
The current digital coupon process is three stepped. (1) consumer finds, (2) consumer prints, (3) consumer redeems. The new coupon experience will follow this process:

  • Consumer finds on Facebook, Web, or Mobile
    • Consumer authorizes Facebook App Permissions detailing demographic and psychographic data
  • Consumer accepts/claims/prints
    • Businesses gather limitless campaign and customer data, unlocking more value through remarketing and the discovery of useful insights

Want to improve your coupons in 2015? Request a demo today.

* NCH’s 2013 Year-End Topline Coupon Facts

Forms vs. Facebook Apps: Which provides the best opt-in rates?

September 8th, 2014 11:00am

If you’re using the web then I guarantee you’ve been prompted with the opportunity to deposit your personal information by means of a form.  It’s a way for companies to learn a little bit about you, and to have a way to connect with you down the road.  In contrast to this approach, we provide our clients with rich data about their customers using our application for Facebook.

However, we’ve had a few inquiries from clients regarding the methodology we use to collect data through our Facebook application.  Some are under the impression that by asking their customers to accept our permissions, it’s causing them to abandon the process altogether. Fearful of the misconception that potential customers are in jeopardy, they might claim that form fields are a superior alternative.

Are they right? Could a Facebook app be scaring away all of their customers?

It came to my attention that we are not the only ones who have had clients voice concern on this issue. AgoraPulse experienced customer concerns similar to our own, so they pulled their app data to investigate.  Specifically, they were looking to compare forms to Facebook applications, and how conversion rates varied between the two.

The comparisons were made across three different campaigns: Sweepstakes, Instant Win, and Fan Vote. The Instant Win category in particular had a noteworthy turnout of over 24,000 visitors, and the results showed that the Facebook app conversion rate was 88.3%, while the form field had a completion rate of only 27.3%.  At CoupSmart, we average a 92% opt-in rate for high value coupon offers.

Furthermore, in the 2014 Formstack Form Conversion Report, they calculated the percent of successfully submitted forms for the top industries that use their service. On the list included “Small Business”, with an average form conversion rate of 13%, as well as “Marketing/Consulting”, averaging at only 7%.

Still concerned that using a Facebook app will drive away potential customers?

A conversion rate of 100% is unrealistic. That being said, there are many reasons why Facebook app authorization, although not perfect, is still the ideal option.

  1. It’s an easier and less time consuming alternative. Customers literally click a button and avoid the grief of having to fill out a questionnaire.
  2. The information you collect is more likely to be legitimate, as opposed to a form where someone can easily submit inaccurate/false information.
  3. You will collect a lot more information. Every question in a form pushes you further and further away from the likelihood that a customer will actually complete the form. But through the application on Facebook, you can list out what information users are giving you access to before they give their permission.
  4. They are already on social media, so there’s a much greater likelihood that they will share their experience with people in their network.

So what can be done to ensure that you get the best results?

Less is more.
At CoupSmart, we only ask for data that is absolutely needed.  By requesting less information, a customer is more likely to follow through.

Trust. Trust. Trust.
In The Truth About Facebook App Conversion Rates, the author identifies components that make up your trust factor.

  • Your brand’s intrinsic credibility
  • Your campaign’s credibility
  • Your transparency on how your participants’ data will be used

You’re not (or at least hopefully not) using their data in a malicious manner. As discussed in my previous blog, consumer data is mutually beneficial to both parties. So make sure that your intentions are transparent, and you will give the consumer the confidence they need to provide the data you are looking for.