Marketing Strategies: Rethink Coupons to Generate Business

We are all familiar with the ritual of finding the coupon section in the Sunday newspaper and getting out the scissors for mindless clipping marathons. But those days might be numbered, according to some experts in the field.

Marketers who rely on the distribution of coupons to bring in new customers might need to rethink their techniques. Due to new technology and emerging media tactics, there are innovative ways to distribute coupons and have them redeemed.

Some alternative methods of coupon distribution in your future might include broadband video, mobile devices, and automated toll-free directory assistance. Some say these vehicles have stronger targeting capabilities, a deeper level of engagement, lower production costs and more flexibility.

• Broadband video has coupon potential by using companion banner ads that appear adjacent to a video clip, where coupons can be immediately accessed.
• Mobile devices may be used more frequently as a way to get coupons to shoppers while they’re actually in the stores and in immediate need. A coupon can be sent in the form of a text message, and then redeemed by the consumer by taking the phone in-store, or via a code that can be entered into a Website for online purchases.
• Another option is free, ad-supported phone directory assistance services. Several have recently emerged to compete with the phone providers "411" service, including 1-800-FREE-411, operated by Jingle Networks. Just like "411," consumers use this service to receive directory assistance and find the phone numbers and addresses of specific business or individuals. In contrast to "411," 1-800-FREE-411 features short audio advertisements, but does not charge the consumer for the service.

It’s not surprising that, in a world of ever-evolving technology, the standard and old-fashioned marketing technique of coupons will be changing too.