Like food, or anything that's consumed, so are coupons.
Coupons have three motives: get consumers to remember the brand, a marketing tool for consumers to save money, and for brands to measure coupon redemption.
I think John Caples said it that coupons act like a brand's business card that are kept with the customer sticking in the mind of the customer, until it's redeemed.
Coupons are an effective way to save money, but they're an even better as a marketing tool because the more they are consumed, the more that they buy products and mind space.
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