How to use discount coupons in your marketing strategy

How to use discount coupons in your marketing strategy

The economic crisis has encouraged companies to bet more on the use of discount coupons , since customers look for the sites that provide the best price for the products they want to buy, and they are attracted by the feeling of knowing they are saving on their purchases. .

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Discount coupons can be of two types: those that are downloaded and printed to be exchanged in a physical store and the promotional codes that are applied in online purchases.

  • There are several formulas to offer these coupons:
  • Emaling using the customer database.
  • Portals that offer their users discount coupons such as this one .
  • Online stores where you can download coupons.
  • Affiliation platforms.

Using the discount coupons within your marketing strategy can have many advantages when it comes to getting more sales, but misusing this technique or abusing it can have the opposite effect and even ruin your brand.

Promotional marketing manages to attract many users (either physical or web commerce) and has a high conversion ratio. If the discount or promotion is really attractive, free advertising will be obtained from the word of mouth of the people who come to the promotion and recommend it to friends and family. In addition it will be achieved that the undecided decide to buy.

It is very attractive that customers who did not know you buy, but you should not prioritize obtaining new customers against the loyalty of existing customers. It is better to design a strategy that benefits both and that customers that already have feel care and advantaged by the brand versus the new ones.

On the other hand, if the strategy is well planned it can also be used as a branding tool, that is, you should always try to make the brand and its values ​​stand out above the discount. We do not want to forget about our brand at the end of the promotion, if not that they know more and know more about it the new clients.

Another factor to which special attention must be paid is the periodicity of discount coupons. Maintaining a promotion over a long period can saturate the consumer and eliminate the surprise effect. The consumer can also get used to always find a discount and forget the real value of the product and that we are offering a punctual advantage. If the discount coupon is maintained for a long time, the consumer will be able to believe that the discounted price is the real value of the product and devalue it.

The best season to use this strategy is in the lowest consumption (low season), since it will help boost sales and keep them evenly throughout the year without any major drops. This way, the accumulated stock will be released, allowing new product to enter.

The marketing strategy should contemplate the use of discount coupons as a multi-channel technique. This is to conjugate other channels such as mobile or social networks with promotions to achieve greater interaction with the user at all levels and by all channels where the brand communicates.

The results of a promotional marketing campaign are measurable in the short term. These data will be useful to see the operation week by week of the campaign and make the appropriate changes to improve it. In addition, quality feedback is obtained, since users’ opinions on the promotion can be gathered, what they value about it and how much they have shared or recommended it.

Finally, after the campaign we must work on the loyalty of new customers, so that they can buy again in our store but this time for the real price of the product. There are many loyalty techniques, depending on the activity of the company and the objectives of choosing one or the other. Some of them are: newsletter with valuable content, prizes, raffles, loyalty cards, gifts …

As you can see the discount coupons can help increase sales of the company and know more, but you always have to implement a strategy to help achieve the objectives.