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November 27, 2006
#1. SherpaBlog: Search Marketing & At-Work Coupon Campaigns -- Redemption Rate Data & Five Useful Hotlinks
Welcome to the very height of coupon season. Roughly 20% more
coupons are redeemed this time of year than any other. But,
according to a fascinating data report from CMS (see hotlink
below), your redemption rate can range from a low 0.22% to
20% or higher depending mainly on the big three factors:
- distribution method -- in-store instant redemption pulls the best
- coupon value -- higher usually does better
- expiration date -- longer is preferred for print coupons
Coupons are not just for CPGs (consumer packaged goods) anymore.
Two new ideas are:
o Search marketing and coupons
According to MarketingSherpa's Search Marketing Benchmark Guide,
more than 60% of US consumers online use search engines to
research purchases at all price-points (not just high-ticket)
... which 68% of them fully intend to make offline. If you want
to affect offline purchases, you have to be very visible in
search results.
Offline conversions are a massive headache for search marketers.
If you can't measure your conversion rate from search ad to in-store purchase, it's awfully hard to fight for the budget you
really need. Adding downloadable coupons to your high-traffic
search landing pages can really help.
According to CMS data as of June 2006, Internet coupon redemption
rates have been rising from 0.54% in 2005 to 1.31% in 2006.
That's overall; I bet your redemptions could be better for your
best search campaigns. Plus, the lessons you learn about which
search terms convert better than others will be invaluable.
o At-work coupon campaigns
Again, according to CMS data, typical supermarket shelf pad
coupons got a 6.05% average 2006 redemption rates -- however
shelf pads at military base markets got 20.23% 2006 redemption
rates. That's almost double.
The difference is the joy of targeting.
Inspired by this, I wondered if there's a way to target civilians
at work as easily as you can place an FSI in the Sunday paper.
Turns out, now it's possible. In fact Trident launched a new
chewing gum earlier this year by inserting samples plus a coupon
to several million office workers' hands via inner-office mail
distribution. Reportedly the response rate was five to 10 times
what a typical newspaper FSI would have been, for roughly the
same CPM.
You can select inner-office mail distribution by ZIP code,
distance from retail location, and/or for some SIC codes. That
kind of targeting capability makes my head swim with ideas ...
now, if I could only target coupon campaigns by department!
Oh well, a girl can dream.
If you've conducted coupon campaigns linked to search or via
at-work distribution, please do let me know how they went for
you. You can post comments to this blog at:
http://www.marketingsherpa.com/article.php?ident=29788
If you, like me, like to review the data on campaign tactics,
here are five of the most useful links I could find for you:
A. CMS Advantage Update - white paper featuring redemption data
for more than 40 types of coupon distribution methods, including
Internet and Sunday paper comics:
http://www.retailwire.com/Downloads/AU_3-06.pdf
B. CouponInfoNow - educational Web site for marketers sponsored
by CMS (registration required)
http://www.couponinfonow.com
C. RetailWire -- Extremely active, independent, online discussion
forum for retailers and CPGs on topics including couponing
(registration required)
http://www.retailwire.com
D. Past MarketingSherpa special report on eCouponing, including
redemption rates and best practices tips:
http://www.marketingsherpa.com/article.php?ident=23528
(Open access until Dec. 7)
E. Workplace Media - vendor offering coupon distribution at work
http://www.workplaceprint.com
Anne Holland, President
Feedback(at)marketingSherpa(dot)com
MarketingSherpa, Inc
P.S. As always, our Case Studies and articles are open access for
about 10 days. Then they go into SherpaLibrary where you can
research for a small fee. The links always remain the same.
PRACTICAL KNOW-HOW
#2. Interview: How a Financial-Services Firm Added a Social Platform to Keep Clients Informed
SUMMARY: You know podcasting has become entrenched as a key
tool when companies across the marketing realm start using it.
Discover how a firm in the financial-services industry added
a social media platform to build content internally (wikis)
and educate clients externally (podcasts). Members are putting
their work commutes to good use as they gobble up information
on investment regulations and compliance.
Includes tactics other professional services firms can
benefit from. Plus, five tips when creating content for a
financially-oriented podcast.
http://www.marketingsherpa.com/article.php?ident=29785
(Open access until Dec. 1st)
#3. Help Wanteds: 54 New Jobs & 5 Seekers Available
The past week's new posts including 4 VPs/Directors & 3
in Email. Plus, learn how to post your own opening.
(Complimentary service).
http://www.marketingsherpa.com/sample.cfm?contentID=2522
(Open access = permanent)
#4. New Book Offer: 'Sales Autopsy'
Would you like to check out a book that reads like a
bestseller and instructs like a textbook? Pick up a copy
of 'Sales Autopsy: 50 Postmortems Reveal What Killed the
Sale (and What Might Have Saved It).' The author, Dan
Seidman, has written a sales guide that is so entertaining,
you'll almost forget you are learning.
And what better way to learn than from others' mistakes?
Avoid embarrassment and try not to repeat awkward pitches.
Instead, aim for increasing sales and reducing errors.
The book doesn’t just list failures; it offers solutions
for possible crises. The advice is backed up by real-life
business stories, humorous tales combined with practical
suggestions. You'll also find out when to disqualify
prospects and three investments to make in yourself.
Seidman reaches 1.5 million readers a month with his columns
in online and print publications, including Independent
Agent magazine. Culled from his 600+ collection of blunders
and sales-gone-wrong stories, Seidman also gives seven ways
world-class professionals distinguish themselves from
salespeople.
Seidman donated five copies for Sherpa to give away. Toss
your name into the hat here to try for one.
http://sherpa.bookoffer.sgizmo.com
(Ends 12/03/06)
+ Last week's book offer:
These five lucky marketers will get their own copies of
'Search Engine Optimization' by Jennifer Grappone and
Gradiva Couzin
- Andrew Burrell, AliMed Inc., Millis, MA
- Angie Fralish, 4imprint, Oshkosh, WI
- Krzysztof Gbur, Hypermedia, Warsaw, Poland
- Claire Kuhl, Park Seed Co., Greenwood, SC
- Takako Torisu, Modem Media, San Francisco, CA
P.S. Did a friend send you this? Go Here for your own copy - it's award-winning, useful, and complimentary.
P.P.S. Got questions, comments, or ideas for editorial?
Email Editorial Director Tad Clarke at TadC(at)marketingsherpa(dot)com
or call Customer Service at (877) 895-1717 -- thanks!
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