COUPSMART BLOG

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Archive for the ‘Social Media’ Category

Promotions Can’t Stand on Their Own

September 2nd, 2015 4:09pm

With digital and social channels taking over marketing, the days of running successful, stand-alone promotions and coupons are rapidly disappearing. When consumers look at the promotions your brand runs, they’re also looking at everything else that your brand is doing across a multitude of traditional and digital channels. There is no void that promotions can exist in anymore – it’s all one big interconnected experience for consumers.

So what’s the key metric for promotions in this new environment? In a word, Traffic.

This can come from a variety of sources, but the most cost-efficient traffic comes from a brand’s own website(s), social pages and email lists. After all, it’s a lot cheaper to get a promotion in front of a consumer who’s already visiting your website, signed up for an email list or engaged with your social channels (or who even just has a friend who’s engaged with your social channels) than constantly purchasing digital or (especially) traditional media advertising.

It takes commitment to build up traffic from these sources, however, and it takes more than just offering coupons from time to time. Consumers now expect to have a variety of high quality content create for them by brands, content that is truly interesting and well-produced.

We always find the broad term “high-quality content” frustrating though. What does that really mean when applied to what consumers are looking for from your brand? Promotions themselves always rank high on the list, but that’s just the tip of the content iceberg. To make it easy, here are a few key areas for you and your agency to focus on (and you can find out more in this fantastic article on Social Media Strategies Summit).

  • Exclusive experiences for consumers on a particular channel
  • Getting new information on your products and brand activities first
  • Opportunities for customers to offer direct feedback on your products and services

Beyond all of this, our personal favorite option for high-quality content is also the easiest: reposting content from others that is relevant to your key customers and is timely. For example, if you are selling primarily to mothers of young, school-age children, occasional helpful articles on back-to-school items or tasks during the months of July and August would be a great choice. Just be sure that there is a credible tie-in between the articles that you repost and your brand, and ALWAYS be sure to properly credit the source of your content if you’re not providing a direct link to it.

Want to learn more about capturing psychographic and demographic information on your customers that can be used to create fantastic content? Request a demo of the CoupSmart platform with one of our team members.

What Does the Increase in Ad-Blocking Mean to the Coupon Industry?

August 26th, 2015 4:30pm

Recent reports, such as this one by Business Insider, have made one thing clear: Consumers are rapidly adopting ad-blocking software. In fact, as of June 2015 almost 200 million consumers are using ad-blocking software, that’s almost a 100% year over year increase. At CoupSmart, we believe this trend will have several key impacts on how promotions are run, including:

Higher Focus on Quality Creative and Content

Word of mouth, whether through social, digital or email, will become more important as display advertising loses effectiveness. If a promotion is truly interesting and sharable, it has the potential to reach more consumers in a more effective way than display ads.

With the algorithms that various social networks use to display content, this also means it’ll be much harder for offers to live in a vacuum. Consistent, high-quality content campaigns will be needed to fill the void between promotions, ensuring:

  • Consumers engage with your brand
  • Organic traffic is substantially effect your sales

Increasing Importance of Building Customer Databases

This technological shift has made it even more important to build, maintain and continue growing your brand’s own customer database, especially a list of high quality email addresses for direct communication. With industry average open rates typically between 15-20%, email currently is one of the most effective ways to get in front of your customers and potential customers, and this will continue as it becomes harder for display advertising to reach your target audience at the right time.

In addition to emails, it’s also important to collect demographic and psychographic information on your customers. Not only can this be used to target email marketing campaigns better, it’s also a ready source of data on what sort of content you should create to have the best chance for your promotions to resonate with your customers.

Continuing Focus on Mobile

While Apple may be trying to change how mobile works, due to various technical limitations, it’s still much harder for consumers to effectively block ads on their mobile devices. This increases the importance of a channel that was already taking a larger and larger share of the display advertising market.

A few simple ways to ensure that promotions are always compatible with mobile options is to design responsive ads that works on a mobile device or desktop on your web-based campaigns, and make use of shortened URL that can direct traffic easily (especially if Facebook apps are involved).

While the end result of this increase in ad-blocker usage is uncertain, we think this represents a fantastic opportunity for marketers. It’s a chance to really show the following:

  • The value marketers provide to organizations by going beyond simple automated ad testing
  • An understanding of what potential customers are looking for from brands
  • The opportunity to create content that truly resonates with customers

Want to learn more about capturing granular personal data on your customers that can be used to build up your brand’s database and create great content campaigns? Request a demo with one of our team members now.

Make Your Charity-Based Campaigns Even Better

August 12th, 2015 11:24am

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We’re happy to announce our newest feature, the CoupSmart Donation Gate. This feature enables our clients to run promotions that incentivize consumers to donate to a charity they’ve partnered with in return for a deal. All donations are processed by CoupSmart and forwarded directly to the charity, making it simple to do a ‘good deed’ while driving more sales for your businesses and collecting consumer data.

The Donation Gate can be run across a variety of channels including websites, Facebook and mobile, and is perfect to help your holiday marketing campaigns gain even more traction. For instance, one of our clients is partnering with Toys for Tots and offering a bundle of coupons to consumers who donate at least $1. The campaign will be featured across websites, Facebook fan pages and mobile for consumers inside retail stores.

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As with all of our products, campaigns using this feature capture the personal data of every consumer, including their name, email, and other demographic and psychographic information. This is all opt-in data, and can be immediately added to your customer list.

Interested to learn more about how the Donation Gate can help your holiday campaigns and others succeed? Request a demo here and one of our team members will quickly get back to you.

Regional Flexibility + CoupSmart’s Technology For Digital Campaigns

June 30th, 2015 9:55am

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Introducing Our Regional Flexibility Feature

We’re happy to announce the launch of our newest feature, Regional Flexibility. This introduces geo-targeting functionality to our platform, enabling clients to simultaneously deliver different promotions to many consumers based on where they live, or where they don’t live.

This new feature is available across all of our platform’s channels, including client websites, Facebook Fan Pages, and mobile properties.

Use DMAs or Zip Codes

This feature offers CoupSmart clients the ability to base campaigns on either Nielsen’s DMAs or Zip Codes, effectively providing gated content.

For DMA campaigns, multi-channel social opt-in technology automatically determines where a consumer is located. Our clients can run a campaign that is available within a single DMA, or they can choose to run multiple campaigns across many DMAs, with some campaigns only available in certain areas. For example, a consumer living in the New York DMA may be offered a deal on mustard, while a consumer living in the Los Angeles DMA may be provided a deal on ketchup.

Example landing page for DMA campaigns:

happy time soda DMA

Zip code based campaigns work similarly, though the consumer must enter their specific zip code to receive a customized deal.

Example landing page for Zip Code campaigns:

happy time soda zip code

All artwork, content, and campaign settings are completely customizable. Multiple zip codes or DMAs can be specified for each campaign, and a general offer can be included to give consumers who don’t live in the targeted areas some reward for interacting with your campaign.

Reporting and Analytics

All of this data is displayed in our back-end analytics platform, where you can access your campaign and consumer data in real time. We also have several tools that extract actionable insights from each of these campaigns, helping clients improve the effectiveness of promotions targeted towards each geographic region.

Request a 15 Minute Demo Tour (and See the New Dashboard!)

Are you ready to learn more about CoupSmart’s regional flexibility technology? Request a demo and be connected with a personal account manager for a brief demo and tour of our platform and learn how you can run better promotional campaigns.

Our 5 Best Practices for Promoting Your Coupon (or) Offer on Facebook

May 5th, 2015 10:11am

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The success of a digital promotion depends on two variables, the value of your offer, and how your offer or coupon is marketed.

A successful promotion on Facebook relies on traffic, exposure, and a solid conversion rate. The more traffic and eyeballs that you generate, the higher amount of claims you receive. If the offer provides value, and your customers consider it a “good deal,” claims and redemptions increase dramatically to the upside.

We have five key elements – or, best practices – to effectively promote a coupon campaign on Facebook. They are:

  1. Pre-posting to your Page (building up the campaign)
  2. Use images and video
  3. Boost page posts
  4. Incorporate Facebook Display Ads
  5. Use an experienced third party vendor

Pre-posting to your Page

Pre-posting alerts consumers, your fan base, and customers that a great offer is coming soon. Short, teaser posts are particularly effective 1-2 days before a campaign starts. Even respected digital marketers, such as Jeff Walker, recommend executing pre-campaigns that promote the upcoming campaign – to build excitement and anticipation.

Consider Images and (video)

A creative video is workable in the pre-campaign phase. While a well-designed coupon/offer (which acts as the image) appears enticing to your Facebook audience, because social photos generate more engagement on Facebook.

Boost page posts

Facebook’s rules have changed, and as result, marketing strategies and patterns have adapted accordingly. Facebook limits the reach of organic posts from Companies’ Fan Pages, thereby making it necessary to ‘boost’ a post to achieve large scale quickly.

Incorporate Facebook Display Ads

Facebook display ads help draw more traffic to a coupon post, grabbing new customers (and market-share) by introducing them to your Facebook coupon.

Consider a third party vendor

A third party vendor knows the ropes, and reduces your learning curve by implementing their hard-won knowledge. Additionally, third party technology can add front-end or back-end value in terms of capabilities or business value-adds. For instance, in the case of CoupSmart, its Facebook technology captures consumer data, including email addresses and likes, among over a dozen other data points, when brands’ fans are claiming an offer.

Other best practices:

-          Talk about it on other platforms

Cross-channel promotion adds leverage to existing efforts. Promoting a Facebook campaign with a tweet, and an email communication to an existing marketing list, only serves to give the Facebook campaign more exposure.

-          Send email redemption reminders

When using technology from an experienced partner, additional capabilities are available. For example, when a consumer gives permission to email them; emails based on campaign-activity, and other information, such as demographic and psychographic information based on Facebook profiles can be sent to encourage more redemptions or to achieve other marketing goals.

CoupSmart is a great partner for brands and retailers looking for more advantages in the print-at-home or social marketing channels. Send us a message to learn more.