In some cases, you have to be very careful in deciding what constitutes a “good deal” or price for the service. Some printing and distribution providers will offer discounts without backing them up. However there are reputable resources offering direct-mail advertising and local advertising solutions with good pricing. Many printers offer different types of paper stock, your choice of full color or black and white, as well as a variety of distribution lists—all will impact the pricing structure. Remember that the format of your direct mail is an important factor in the success of your marketing efforts. For example, consumers treat Clipper Magazine as a magazine compared to other direct-mail resources. Its shelf life lasts six to eight weeks in the home.

The point: Pricing is not the only factor you should focus on when you choose a direct-mail advertising partner. Think about what value you are getting to help you build your professional image and brand. It is always wise to choose the best in the industry.

“That’s when consumers suddenly starting saying this is for real and marketers said we need to react with more coupons to keep our sales up,” says Charles Brown, co-chair of PMA’s coupon council and a vice president for coupon company NCH.

Coupon marketing is not something new and most companies somehow include coupon advertising in their marketing mix. What is more interesting, search for online coupons is increasing and most companies are optimizing their websites and now offer coupons online.

The internet is a great source for coupons. Clipper Magazine launched Couponclipper.com, the newest version of myclipper.com, to give their advertisers double exposure, both in the magazine and online. The site offers a directory of local businesses with reviews as well as printable coupons. If you plan to dine in a local restaurant, make sure to share your dining experience with the community by writing a review. Reviews are definitely a way to increase good business practices in your area. With RSS feed and all the social media phenomena, most people read what is online, and smart business owners utilize the comments and reviews to serve their local clientele better.

The Point: Don’t spend money before checking your local magazine to see if there are coupons available to clip—and don’t forget to check your favorite online coupon site for clickable, printable coupon savings.