Big Brands Take a Fresh Look at Coupons

Record-Level Couponing Reaches Best Customers, Not Just Deal-Seekers

After a coupon glut in the 90’s, some brands refocused efforts on everyday low pricing – however sweeping factors like unemployment, rising gas prices and a faulty economy have steadily increased consumers’ sensitivity to pricing and sharpened their focus on getting a good deal.  On everything.

Coupon redemption is up almost 17.6% from 2009, according to Valassis' 2011 US Mid-Year Consumer Packaged Goods Coupon Facts Report.

Coupons and coupon users have changed with the times. From casual users, to enthusiasts, to evangelists, to extreme couponers a la TLC’s television show – brands have recognized a shift in how coupons are perceived, valued and redeemed. Today, coupons are a hot commodity valued by a much broader range of the American public, and offered strategically by forward-thinking brands charged with developing buzz and profits amid recession.  Via Google Insights for Search, “coupon” or “coupons” recently indexed at more than twice their 2006 pre-recession levels. Growth was steady through 2009, leveled off in 2010 and reached new heights in early 2011 – in step with growing consumer concern for value and savings.

Brands are more than ever recognizing coupons as an opportunity to build consumer awareness and trail, as well as a platform to tell their value story.  Front-door marketing is proving highly viable in this effort – but requires some expertise in order to make of the most of a strategic opportunity.  For example, your brand is being invited into someone’s home right through the front door – don’t show up empty-handed.  Consumers have a strong expectation of quality from their favorite brands, and front door marketing campaigns must meet or exceed this bar. As a result, the front door offer is typically higher in value than offers made through other channels, providing the most compelling call to action and ensuring greater result by being remarkably worthy.

Are you considering the strategic couponing opportunity presented by the front door and its ability to communicate powerfully on a personal level?  And if so, are you tapping channel expertise to develop the most compelling offers and maximize the front door as a customer venue?

News, update and information from your friends at PowerDirect

It’s been a while since we’ve updated our news, so let me take a minute to bring you up to date and invite you to download Adweek’s Special Out-of-Home Advertising Report.

It includes new and useful information from PowerDirect Marketing and other industry thought leaders about the latest developments in this exciting media category. Meanwhile, here’s what’s new at PowerDirect:

New programs. New positioning. New people.

New growth, too! In fact, last year we experienced 75% sales growth over 2008, thanks to great clients, who allowed us to develop some really innovative programs for them. This momentum has carried over into 2010, which promises to be one of our busiest and most exciting years ever. In the past few months alone, we’ve:

  • Introduced our new “Science of Front-Door Marketing” brand positioning. I hope you’ll (download the PDF), but in a nutshell, the article explains how PowerDirect combines the more “scientific” direct-response methodologies (predictive modeling, analytics, variables testing, post-surveys) with emerging technologies, like GPS tracking and web-based monitoring, to essentially revolutionize Front-door Advertising. The issue hasn’t been out long but we’ve already received scores of calls requesting our complimentary sample packet (click here to receive yours).
  • Established a new business unit called PowerDirect Energy. As described on our new website, this group is exclusively dedicated to using our front-door marketing, integrated communications and program-design expertise to help utilities promote residential energy conservation. The interest we’ve received so far has been tremendous, so we’re looking forward to serving many new customers in this very promising but underserved market.
  • Created a new shared, front-door marketing program called PowerShopperTM, which helps retail advertisers overcome the promotional limitations posed by TMC programs and falling newspaper subscriptions. PowerShopper reaches high-spending retail consumers, directly at their door, on Saturday and Sunday, with retailers’ pre-printed inserts. All delivered in a durable, full-color branded polybag (get your program information sheet now).
  • Launched PowerSamplingTM, another front-door marketing option that allows advertisers to get samples into consumers’ hands before they make their shopping lists. Download a copy of our program information sheet for details. According to Information Resources International (IRI), in their October 2009 Times and Trends Report, 83% of consumer buying decisions are now made at home, and coupon redemptions were up nearly 20% last year. Email me now if you’d like a copy of the IRI report.
  • Appeared in Adweek’s Special Out-of-Home Advertising Report, an informative resource you can download here. This opportunity was especially exciting for PowerDirect. Not just because one of our most successful direct-to-door programs was featured (McDonald’s McCafe launch) or that our CEO was interviewed. But also because we unveiled to millions of marketers, agency staffers and media companies our new brand positioning.
  • Hired several experienced and very talented marketing, sales, operations and support team members, many of whom are working with me now to meet or reconnect with PowerDirect’s past and current customers.

So what’s new with you?

There’s a lot more to tell but I’ll save some for next time. Until then, please feel free to contact us at (949) 253-3440. Let us know what you’re doing now and whether your marketing and promotional needs have recently changed. We have a lot more ways now to help you get the results and ROI you want. Click here to sign up for our quarterly newsletter, containing our latest news, valuable marketing tips and special offers.

P.S. Don’t forget to download Adweek’s Special Out-of-Home Advertising Report, featuring PowerDirect’s new, cost-saving programs.