5 Reasons why your coupons aren’t working (and why you still keep doing them!)

It seems logical that since ‘everybody’ wants to save money, offering a coupon can entice someone to ‘give you a try’, which turns into increased sales, and new customers.  The age old tradition of coupons seems to be bigger than ever. With the likes of Living Social and Groupon, coupons have reached an all-time high, yet there are many mixed results, let’s review some of the most common reasons why many coupon efforts fail, and how you can make improvements.

1. Nobody knows you – When you offer a coupon and you’re a relatively new company, offering a relatively new product or service, ‘couponing’ your way into the mainstream is not the most effective strategy. First, the perception of a coupon from a company that no one has ever heard of is that the product or service isn’t selling, so they had to discount it. Now you’re giving away your goods because nobody wants them, bad way to start!

2. No perceived value – Picking up on the ‘couponing’ mentality, if the consumer has no perceived value of your offer, it means nothing to them. This effect can come from the first point that nobody knows you, hence they don’t realize the value of your product or service, or your ‘15% Off’ does not entice them because they don’t know what the real savings is.

3. Competing on Price – Everybody wants a good deal, but when you create a business model based on your coupons you are sliding down a very slippery slope. Now you are training your customers (who may be willing to pay full price for the great value, service that you provide), to wait until you have an offer to come in.

4. Promoting ‘cheap’ instead of rewarding ‘loyalty’ – As coupons have the general effect of rewarding the ‘cheap’ to bring in new customers, it often does not create the loyalty you’re looking for. I believe all discounts should be tied into a loyalty program, rewarding consumers for being consistent patrons. This also builds a sense of partnership with your consumers as, they feel appreciated since not everyone who comes in with a coupon can get the same reward they do – hence they earned it.

5. No data – You print a coupon, you get the 1 or 2% conversion, bring in a bunch of customers who just wanted the deal, use the coupon, save the money, cut into your margins (many times coupons are loss leaders), and you never see them again until the next coupon. The worst part of this is that you don’t even know who these people are. You did not collect an email, ‘Liked’ us on Facebook, etc. All coupon offers should have an opportunity to be redeemed online, on your website of landing page, with a simple name and email opt-in so that you can build your database and not start from scratch every time you publish a new coupon.

These are the main reasons why your crazy cycle of coupon marketing is not working, yet you keep doing it.  On the occasional chance that it does work, it does not build up momentum from one offer to the next.

Let us show you a ‘Tradigital’ strategy can increase the results of your couponing by 35% or more, while building your own audience of engaged consumers on your website, email marketing and social media channels.

Lessons in marketing from 2012… “Pivot or Persevere”

This year was a complete blur to me. Moving out of a corporate job to launch my own agency and all of the lessons that I learned, really came at me fast and furiously.

Safe to say our ‘plan’ went out the window in a little less than three months. We set out to teach the world how to use digital marketing and advertising and how ‘inbound’ was the answer moving forward. Only to find out that ‘outbound’ is still very much in control of the equation and learning how to properly craft that outbound message, with proper ‘inbound’ tools and resources is the way to deliver maximum results.

We realized quickly that we had to ‘pivot’ from our original plan, rather than persevere through it. If we did not, and simply kept pounding our ‘digital’ initiatives, we would have never discovered what we coined as a ‘tra-digital’ initiative.

Even as we named our agency ‘b digital’, we came to understand that the only way to be digital, (for a very large portion of our prospects and accounts anyway) was to learn to be ‘tradigital’ and learn how to properly leverage traditional media to drive digital.

Now that we are at this point, we are set to persevere as we teach others how to implement this strategy for maximum results, and we have had great success in doing so. However, we will remain alert and ready to ‘pivot’ again if we see there is a better way to reach and maintain positive marketing results.

I learned a lot of things this year, but this ‘pivot or persevere’ is easily my most enlightening moment. It’s clear to me that a business, especially a startup, has its best chance to succeed, not based on how much capital it has, but based upon how many times it can successfully ‘pivot’ to meet the actual demands of the marketplace, and not the ‘perceived’ demands you set out to initially conquer.

As you look at 2013, and put your plans in place do so with an eye on the horizon, and ask yourself, at the end of each day, “are we doing what our customers and prospects are asking for, or are we forcing a product/solution on them?”

On behalf of everyone here at Baldrica/b digital agency, we wish you a Merry Christmas, and a ‘Pivot or Persevere’ New Year!

‘The Tradigital Strategy’ 3 simple steps to increase traffic, leads and close more sales!

If you determine the success of an advertising campaign based on the results it generates than this turnkey ‘tradigital’ package is what you’ve been waiting for. By integrating a tradigital strategy, you will clearly see how to best leverage traditional media to drive traffic to digital for maximum results.

STEP 1 – The ‘Vanity URL’ –
Many small to mid-sized companies continue to struggle with a website that is less than optimal. Many have a long wish list of how their site should be, but do not have the time or resources to get it there.

Enter the “Landing Page or Vanity URL”!
Simply stated this is a one page website, whose sole purpose is to welcome your visitors, show off your product or service and allow them to quickly and easily find and act on your current offer or promotion. That may or may not be something you have done, but the key here is to come up with a name that is easy to remember and ties in your company.

One of our accounts Freedom Boat Club was in need of this solution when we came up with the vanity URL: www.ownthewater.com In all of their marketing and advertising this slogan came up over and over again. Using it in their advertising was a natural fit, and the results were staggering. Well over 1,000 visits and a conversion rate of over 2%. For a hi-end consumer product, this is a tremendous response.

 

STEP 2 – The FB tie-in –
A good tradigital strategy allows consumers to respond on their terms. If the landing page does not attract their attention, a FB custom tab that serves the same ‘landing page’ function also works very well. Of course the ‘social’ nature of FB, with the ability to ‘share’ or simply come across the offer because your friends also participated in it, can quickly multiply your responses.

STEP 3 – Email Marketing
With FB now charging you to ‘sponsor’ an ad to reach a larger portion of your ‘fans’, email marketing remains the most effective way to close a prospect that is in the decision making process of buying your product or service. As you collect all of your leads from the landing page, and from the custom tab on your FB page it is essential to have an email marketing strategy set up and ready to go.

The emails can reinforce your offer, and then add that one little ‘extra’ that can push them into your store or your site to purchase. This 3-pronged ‘tradigital’ strategy, that uses a well-crafted TV, Radio, Newspaper ad, etc to raise awareness of your company and add a sense of urgency to your offer will increase the results of your campaign by 35% or more!

The best part is we offer this turnkey package for a very low price, and understand how this strategy works, better than anybody else. Visit www.tradigitalsolution.com or call 561-683-0404 ext 119 today to schedule your free consultation. This offer is brought to you by b digital agency a division of Baldrica Advertising and Marketing, Inc in West Palm Beach, Fl.

7 Reasons you need a mobile website

These are the Top-7 reasons a mobile website is no longer optional for business (as posted by Jennifer Gaines).  If you need more reasons, just keep track of your own mobile habits!

  •  51% of business travelers use mobile devices to get travel information. (Google/OTX, The Traveler’s Road to Decision, 2011)
  •  70% of all smartphone owners use their mobile device while they’re shopping. (Google/OTX, The Mobile Movement, U.S., 2011)
  •  By 2015, more Americans will access the Internet on their mobile device than on their PC. (IDC, 2011)
  • Users expect their mobile experience to be as good as their desktop experience. (Compuware, What Users Want from Mobile, 2011)
  • Users take action on mobile-friendly sites. 1 in 5 website visits lead to an immediate call to the business. (DudaMobile Internal Data, 2011
  •  There are 7 billion people in the world. About 2 billion people are connected to the Internet. And 1 billion have smartphones where they can (and will) access the mobile web. (Eric Schmidt MWC Feb. 2012)
  • You risk losing business if you don’t have a mobile site. Nearly 2 in 3 users are unlikely to return to a mobile site where they had trouble and 40% said they’d visit a competitor’s mobile site instead. (Compuware, 2010)