Coupons are viable marketing vehicles for increasing product sales. Couponing is another way to commit people to brands that interest them the most. In the spirit of guerrilla marketing, use coupons in conjunction with other, supporting marketing. Coupons are best used to create a short-term blip in traffic to a particular establishment, focused around one simple product or service.
The primary idea behind coupons is for the user to save money. Obviously saving money is an opportunity cost to a coupon, which might not have received the business if it weren't for the coupon. The lifetime value of that customer is well worth the coupon cost if the customer returns to buy more products.
Coupon marketing is easily measured, a valuable component in any guerrilla program. Seeing who redeemed the coupons, where the user found the coupons, and tracking print coupons can pinpoint what ads, marketing vehicles, and communication are working best. All that is required is using different codes for different placements. This can be printed on the coupon itself or coded online with coupon codes or web page tracking. As more internet technology is used in marketing, consumers continue to respond to value online, as well. Those coupons, which can be printed on a desktop printer from an online web site, add value by being convenient and easy.
Coupon use is very prevalent in the grocery market. Shoppers who use them consistently pay for a significant portion of their groceries. The same can happen for the purchase of nonretail and nongrocery products or services. Including discount coupons in packaging or thank-you cards for redemption against your service is one way to offer the same value to a potential purchaser of your products or services.
Many nongrocery stores publish their own store coupons both online and in newspapers. You can get coupons for haircuts, shoes, movies, oil changes, and clothing, to name a few. Be creative for your products or services. Consumers are used to the coupon craze. Adapting it, in guerrilla fashion, to products and services typically not associated with coupons and the grocery aisle is an opportunity in front of all guerrillas.
Guerrilla Hint: Put a printable or downloadable coupon on your web site. Putting a code on that coupon also allows it to be used for phone or online purchases.
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