How many times have you heard the terms GDPR and first-party data this week? What about second and third party data? Even though GDPR is legally only impacting the EU, it is inspiring some best practices within the United States that are already taking place. Facebook just announced that they will be culling third-party data providers from their ad networks.
“Why the heck can’t I scan coupons from my phone!?’ Consumers and brand managers new to the grocery world have asked us this question so many times! It’s true, it doesn’t make sense that you can scan your boarding pass, scan your coffee rewards card and even pay for things with your phone- but I can’t scan your coupons at the grocery store? Let’s talk about why.
Imagine in your mind's eye a swiss army knife but instead of a tiny pair of scissors and a tiny file, it's a tiny coupon and another tiny coupon. Ok, that may be a stretch but what we are trying to say is that a coupon can do so many things for your marketing needs!
One of Qples’ core beliefs is that the market will tell you what the market wants!
With technology providers, normally, you just get what you get. Can you imagine calling Apple and asking for a sarcastic font? I’ve thought about it… aannnd I need it! Or would you send an email to Microsoft asking that they add a new feature to Word that would make your life easier? Obviously, the answer is no.
The sexy alternative?
Print at home is largely perceived as unsexy. I mean, who even owns a printer anymore? Well, as it turns out, consumers printed over 100,000,000 coupons in 2016. And we think print-at-home has a little bit more sex appeal than people give it credit for...
(Do we all want mobile? Yes… Is that a reality yet? No… So let’s give print-at-home credit where credit is due.)
Coupons in Multiple Channels
Often times brands rely on the same coupon mediums because they “have worked”, but are they… really?
Why do we keep going back to the same ‘ole options when there are plenty of other new ones to choose from? I can tell you- the dreaded set up fee! Every time you have a fun new idea or some great new learnings about your consumers, you have to pay extra just to try it out.
Brands have traditionally relied on print counts to gauge a programs success. This measurement was driven by the coupon providers because it was the only output of campaigns. With the new amounts of data available from coupon programs, a mind shift is happening in the industry as it relates to measuring success.
One of my favorite friends, a super successful CMO, used to tell me that her secret to building a brand audience was to always stand next to the pretty girl. I didn’t get it. She said, “you know at the school dance, the best way to get a boys attention was to stand next to the pretty girl!” That is exactly what she did with her emerging snack brand. She found a partner that was just a little “prettier” and stood her brand right next to them.