Local Coupons: Targeting The Area Around Your Business

Let’s face it…with the economy the way it is, American households are turning to coupons. Food and gas prices are increasing, everyone is looking to find a way to start saving. It is “Coupon Time.” Coupons were first used in the United States at the beginning of the 20th century. Today, thousands of local businesses across the country offer coupons valid toward their products/services. On the internet or via direct mail, more and more businesses are offering local coupons to keep their loyal customers coming back or to entice new customers.

Coupon advertising is efficient and profitable for consumers and business owners alike. Consumers save money while business owners benefit from increased sales. Coupons become increasingly popular with consumers in this type of economy as more and more people seek ways to save on their regular expenses. Most coupon publications or coupon sites are free to the consumer, so it is like getting free money when Joe Q. Public utilizes them!

Now you know that coupon advertising in a tough economy makes good business sense! The next questions you may have are WHERE and WHAT to advertise?

Coupon advertising can be achieved through multiple formats: direct-mail advertising, postcards, email marketing, coupon websites, take-out menus for restaurants, etc. Make sure to choose an advertising partner with a solid reputation, because this is the time when you need to maximize your ROI. Avoid most black-and-white print and marketing options. Direct-mail research has repeatedly shown that full-color advertising options can actually increase redemption rates by 30% to 60%. Ask for distribution statistics and success stories; always do your research before you select an advertising partner. When reading advertisements, most consumers search for exciting colorful photographs, headlines, offers and logos. “The coupon/ad design is important to attract attention. A successful coupon is all about having the proper heading and a good offer” said Bob Zuckerman, publisher of Clipper Magazine. Clipper offers programs proven to help businesses advertise local coupons in this tough economy, with some direct-mail options costing as little as 2 cents per piece.

Once you have selected your advertising partner, the decision remains: what discounts will your coupons offer? What is considered a “good” offer? Of course, nothing beats “FREE”! It can surely help to persuade current customers to try new products as well as draw in new customers. Consider offering a “Buy One – Get One FREE” coupon. Avoid offering percentage discounts; percentage offers are not perceived to be as strong as dollar-off coupons. Offering “$5 OFF – Any Purchase Of $20 or More”, for example, is stronger than offering 10% or 20%. Set an expiration date which allows customers adequate time to take advantage of your offers while still providing a time limit. Avoid excessive disclaimers and negative limitation notes.

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