Is It Time For A Coupon Campaign With Your Clients?

Mar 19, 2009 by Mark Maier

The article "As Times Get Tougher, Consumers Turn To Coupons" sparked some interest as just this morning my wife told me about the items she had saved fairly substantial amounts on just by using a coupon, she is not alone...

"Gwen Martinez is buying more groceries and health and beauty products than ever before ? but spending less.

Like a growing number of Americans in this economic downturn, 29-year-old Martinez is a relatively recent convert to clipping coupons from newspapers and in-store circulars and finding them online.

"I am saving about 69 percent overall," said the Arlington, Texas, medical secretary, who began in August after a fellow customer at a Walgreens checkout gave the cashier a handful of coupons, immediately saving her $10.

Martinez was hooked, and she's far from alone.

"Coupon clipping is definitely up," said Mark Adamcik, 45, an Albertsons store manager who's worked more than two decades for the chain and its predecessor, Skaggs.

"As the economy tightens up, it makes coupons more appealing."

Coupon use rose 15 percent in the last three months of 2008, compared with the same period of 2007"

So how many consumers are actually using coupons?  How many are reluctant?...

"Nearly 57 percent of 3,013 consumers surveyed nationwide in December admitted that they were once self-conscious about handing over grocery coupons but no longer care because of the money they're saving, according to a study by ICOM Information & Communications, a provider of marketing data. Twenty-two percent said they were still uncomfortable using the coupons.

Forty-three percent said they've used coupons more in the past six months"

This brings to light questions about how your property can deliver valuable coupons through your property to your audience.  E-mail blasts, print and redeem off your website, actually printing a flyer or booklet, or handing them out at appearances or live-action broadcasts could all be part of an integrated marketing campaign that you develop with your clients to reach more audience. Why are coupons working....

"They draw attention to a product, lower its price for past buyers and attract new ones, generate consumer "pull" during soft sales periods, remind even nonclippers of the product's existence, create a marketing synergy benefit when coupled with in-store specials, and they limit growth of private-label competitors."


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