A coupon site promotion is a winning tactical solution to increase sales efficiency and brand awareness in the market. Interaction with a coupon site can be beneficial for a company, no matter what stage of its development it is. At each of these stages, the coupon campaign can significantly help in solving both operational and strategic tasks. When deciding on the conduct of a coupon campaign, it is necessary to imagine the sequence of its implementation.
Interaction with a coupon site can be beneficial for a company, regardless of what stage of its development it is:
- the company enters the market for the first time and needs to attract customers and increase brand awareness;
- the company is in the stage of growth and is interested in creating a group of loyal customers and increasing the customer base;
- the company is at the stage of expansion and is interested in meeting the needs of a growing client base, which entails the introduction of new products, which are useful to familiarize a wide range of consumers.
At each of these stages, the coupon campaign can significantly help in solving both operational and strategic tasks. When deciding on the conduct of a coupon campaign, it is necessary to represent the sequence of its implementation:
1. Choosing a coupon service
You should determine which of the coupon services is right for you. It must be remembered that during the campaign you are interested in a competent and experienced partner who is able to effectively interact with your company. There are many Internet companies on the market now offering this type of service. The first coupon services on the Russian market were clones of the largest international service Groupon (groupon.ru). Curiously, in 2012, according to the Wharton School of Business, 9 Groupon fake sites appeared on the Chinese market every day. Coupon sites are currently presented in large numbers in Russia, but the quality of cooperation in each case will be different. Among the well-known can also be called BuyKupon, Biglion, Couponator. Groupon is now officially working in Russia, which means that the Russian representative office operates according to uniform international standards. Pay attention to the quality of the consulting that the partner offers you: does he calculate several options for the promotion, does he offer you the best cooperation scheme out of several possible, does he advise on choosing the most attractive offer for the audience, does he teach you how to make money on a coupon promotion, does it hold regular meetings for partners?
2. Preparing a coupon offer
At the initial stage, the staff of the coupon site will determine how to fulfill the interests of customers and to interest and delight consumers. Depending on the purpose of the promotion, a business model will be built and the profitability of the project will be calculated, the amount of discount and the type of promotion will be determined. At this stage, it is important to take into account all the parameters that may affect the effectiveness of the coupon promotion.
Thus, the target audience of the project is determined, the nature of the action - it can be either aimed at a wide audience, or placed in the closed VIP section of the coupon site and addressed to loyal and wealthy subscribers of the coupon service. In addition to the actual discount, attractive non-standard services can be developed, unique special offers available only to coupon holders, or packaged offers, when several interrelated components from offers from several suppliers participate in the promotion. It is optimal when, as a result, the action brings tangible benefits and profits to the customer of the action and, of course, is beneficial for the buyer.
3. Meeting a customer who came with a coupon
Much depends on the customer of the coupon promotion service. You must be ready to demonstrate your interest in the client to ensure their loyalty and willingness to share positive experiences with your social circle, often advertising your company on social networks for you. Quite often, in case of good work with the client at the stage of service with the coupon, consumers make additional purchases, increasing the volume of your sales.
Do not forget that the promotion will entail an influx of new customers, and the team of your employees must work with them with high quality, avoiding any actions that limit the buyer and be ready to inform the client about the offers that are suitable for him. There are situations when companies cannot cope with the influx of customers and, as a result, lose a significant proportion of loyal customers.
In conclusion, I would like to draw your attention to the fact that the success of the action depends on many parameters. To take into account all of them, you need to responsibly approach the issue of choosing a service provider and establish competent interaction with him. Feel free to ask your manager questions about the company's previous experience in this niche, including international experience selling coupons. Let them tell you about successful cases and what should not be done in any case so as not to ruin the stock. Remember that it will take steps on your part too to be successful. Good luck along the way!
