Posts Tagged ‘promotion’

Ditch your scissors … mobile couponing is is what’s happening.

January 16, 2012

TakeAway: Sorry coupon printers, people are going mobile with their couponing… Juniper research report reveals global mobile coupon redemption is growing an average 8% yearly … overtaking  the best paper coupon campaigns.

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Excerpted from progressivegrocer.com, “Global Mobile Coupon Redemption to be 8 Times Paper by 2016”

The global redemption rate of mobile couponing is   growing over 8 percent annually, according to Juniper Research.

According to the “Mobile Coupons Whitepaper,” by 2016 there will be over 600 million regular mobile coupon users worldwide.

The report found that mobile coupons have compelling advantages over their paper … as mobile coupons:

  • Bridge the divide between online and physical retailing
  • Can be individually targeted to drive traffic to stores

For the next few years users will be signing up to multiple coupon schemes and deciding on the ones they like best – so now is a crucial time for mobile marketing agencies to get it right on behalf of their clients and establish a loyal customer base. ”

Other findings from the report include:

  • The integration of mobile coupons and mobile payment data is rare and an untapped opportunity.
  • Redemption values will exceed $43bn globally by 2016, driven by better targeting and mobile apps.

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Want a free sample? … OK, here’s a gift card.

November 15, 2011

TakeAway: A promotions company is trying to use prepaid cards to push product samples, but CPG firms are hesitant to get on board.

Ken’s Take: Geez, just what consumers need … another credit or gift card in their already too fat wallets. This one will get leapfrogged pretty quickly – with a mobile app that’ll do the same thing – without another card to carry.

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Excerpt from AdAge: “A Prepaid Card Good for … One Full-Size Frozen Pizza?”

Young America, promotion-services company is joining with Citi Prepaid Services to create prepaid cards redeemable for full-size product samples at stores.

The idea is to open up sampling alternatives for product categories such as frozen foods, over-the-counter drugs and laundry detergent, where it’s either impossible or impractical to send samples through the mail or insert them into newspapers.

The prepaid cards are programmed to be redeemable only for specific SKUs and only up to the price of the item.

One advantage of using cards over using paper coupons for the same purpose is reducing the risk of redemption fraud.

Other advantages include not having to pay to ship full items to homes, not having to manufacture a special sample size and the potential for tying sampling programs to shopper-marketing programs that can induce retailers to stock and prominently display the featured products.

Young America is in talks with several marketers on the tactic but hasn’t signed any up yet.

“The con is that the brand ends up paying the retailer price vs. the manufacturer price” said a former P&G sampling-promotion executive.

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