Coupons larger part of the mix

Advertisers are taking couponing more seriously as a viable long-term investment to support their product or service.It is now being looked at as an integral part of the marketing mix, rather than just as an add-on when budgets allow.Coupons are a...

Advertisers are taking couponing more seriously as a viable long-term investment to support their product or service.

It is now being looked at as an integral part of the marketing mix, rather than just as an add-on when budgets allow.

Coupons are a way for advertisers to increase their visibility and awareness with the consumer. They are traffic generators at the retail level.

Redemption higher

Not only that, but the percentage of coupons redeemed is higher than it has ever been. Consumers are taking the coupon concept much more seriously over the years, as they look to get greater value for their shopping dollar.

Consumers have enjoyed the growth in the number of coupons they receive and in the savings offered by them.

As more advertisers become aware of the benefits of couponing, consumers can only benefit from increased savings and choices.

Couponing also gives advertisers measurable results. This allows for more effective analysis of their advertising budgets and subsequently better investment decisions.

For many retailers, especially smaller businesses, couponing is the most effective marketing tool they have at their disposal.

For a reasonable price, they can target the consumers they want, with offers tailored to the needs of these specific consumers and achieve results the advertisers can easily measure.

Analysis is a key factor behind the couponing strategies for many advertisers. There is now a tremendous amount of data available to the marketer to study in order to target the selected consumer with the most effective promotion possible.

Using this data, Val-Pak is able to provide a number of value-added services for its clients, including customized promotions based on data collected in more than 100 advertising categories and geo-demographic targetting using state-of-the-art computerized technology.

Recent industry surveys indicate that direct mail ranks No. 2 in net advertising revenues, ahead of other traditional media.

Couponing is a big contributor to this growth within the direct mail category as advertisers realize the power of the mail box.

Pamela Vanston is president of Val-Pak of Canada, a Scarborough, Ont.-based company that distributes a co-operative direct mail envelope filled with coupons and special offers on behalf of local and national advertisers.