Upload
360i
View
2.128
Download
2
Embed Size (px)
DESCRIPTION
Citation preview
Couponing in the Digital Age:A Playbook for CPG Brands
Presented byDavid BerkowitzSenior Director of Emerging Media & Innovation, 360iJuly 7, 2011
22www.360i.com Proprietary & Confidential
Our latest playbook is your guide to the rapidly growing digital coupon landscape
GOALS FOR TODAY-
1)Launch the third playbook of our series (after the Social Marketing & Mobile Marketing Playbooks)
2)Walk you through some of the highlights & what they mean for your brand
Download the playbook at http://360i.com/digitalcoupo
ns
33www.360i.com Proprietary & Confidential
Here’s what we will cover in this webinar
1. Ten reasons why you should be paying attention to digital coupons
2. An introduction to digital coupons & how they work
3. Key differences between digital & traditional coupons
4. Digital coupon strategy as viewed through 360i’s Strategic Lens
5. Compelling examples that illustrate our overview
6. Your questions!
55www.360i.com Proprietary & Confidential
“More and more consumers are making digital coupons a part of their shopping routine, accessing them across the entire digital domain. At the same time, brand marketers
are increasingly engaging with consumers via digital offers.”
- Steven Boal, CEO of Coupons.com Incorporated
1) The ‘New Normal’ means couponing is here to stay
66www.360i.com Proprietary & Confidential
Image source: TLC
2) Couponing and saving have cultural cachet
88www.360i.com Proprietary & Confidential
4) Digital coupons are more efficient & have higher redemption rates
1010www.360i.com Proprietary & Confidential
The average American spends just as much time surfing the web as he or she does surfing channels on TV, approximately 13 hours per week.
Source: Forrester Research, December 2010
6) The Internet has becoming a key part of people’s everyday lives
1111www.360i.com Proprietary & Confidential
More likely to have a household income of $75K+ compared to the general population.
More likely to have college or advanced degrees than the general population
*Also, this group skews younger and they are more likely to live in households with more children.
Source: Simmons Market Research Bureau
7) Digital coupons are attracting a different audience than traditional coupons
17%
35%
1212www.360i.com Proprietary & Confidential
The total of manufacturers that distributed digital coupon offers in 2010, a significant increase over 2009.
Source: Marx, Kantar Media
8) The digital coupon industry is growing fast
The percentage that digital coupon events increased by in 2010 as compared to 2009 across key websites33.6%
290
1313www.360i.com Proprietary & Confidential
9) The ‘Zero Moment of Truth’ shows how consumers are behaving
1414www.360i.com Proprietary & Confidential
10) Get ahead of this emerging & enduring shift in consumer behavior
"If I'd asked my customers what they wanted, they'd have said a faster horse.“
– Henry Ford
1616www.360i.com Proprietary & Confidential
Digital coupons are primarily delivered in two ways
PRINTABLE SAVE TO CARD
1818www.360i.com Proprietary & Confidential
There are several key differences that distinguish digital coupons from traditional coupons
PROS CONS
Sharability User experience barrier
New buyers Additional paid media support
Speed Doubling down
Lower Costs Reach
Metrics
1919www.360i.com Proprietary & Confidential
You can apply the 360i Strategic Lens to your digital coupon strategy
2121www.360i.com Proprietary & Confidential
Coupons on your Facebook wall are a great way to gain community interaction and reward your fans
2222www.360i.com Proprietary & Confidential
Progressive coupons are a great way engage and grow Facebook audiences
2323www.360i.com Proprietary & Confidential
Campaign Microsite Tell-a-Friend Widget
Reward Email with Coupon
Tell-a-Friend programs achieve higher print rates because they are based on recommendations to friends
2424www.360i.com Proprietary & Confidential
Mobile couponing aps that connect to loyalty cards represents true paperless couponing
GROCERY IQ SAVINGSTAR
2525www.360i.com Proprietary & Confidential
Scanning & tagging for coupons via QR codes or TV spots can connect offline media with digital
QR CODES SHAZAM APP
2626www.360i.com Proprietary & Confidential
The success of a digital coupon campaign depends on several factors, including…
1. Brand favorability 2. Current household penetration of your product/category3. Brand development index4. Category development index5. The product re-purchase cycle6. The actual value of the coupon7. A purchase requirement 8. When the coupon expires9. When the campaign launches
To understand which coupon execution works best for your product apply the strategic lens to your approach and test and learn often!
2727www.360i.com Proprietary & Confidential
What will you find in our digital coupons playbook?
• Specific information on how to execute digital coupon campaigns
• A look at who is using digital coupons now
• Guest “point of view” columns from:
• Examples of digital couponing in action
• A look at what’s next
2929www.360i.com Proprietary & Confidential
Thank you!
David BerkowitzSenior Director of Emerging
Media & Innovation, 360iP: 212.991.4367
[email protected] @dberkowitz
Download the playbook athttp://360i.com/digitalcoupons
Keep up on trends at http://blog.360i.com& follow us on Twitter @360i