Is couponing a strategy that helps build long term loyal customers?

First, think about your marketing strategy for a second and regardless of a coupons ability to bring (lasting) brand value to your consumer, as important, is the need for trade support. The all important need to add value to the trade relationship is a mandatory and couponing is a retail traffic builder.

We helped our clients drop billions (yes, billions) of coupons over the years and we see couponing as a significant tool in the marketing mix. As a matter of fact when used in conjunction with other sales building vehicles/tools, coupons effectively increase the register ring with multiple, cross category purchases if used in tie-in programming and other meaningful sales programs.

• They help build awareness when used in in-home FSI or other direct mail solutions.

• They can be used as defensive strategies to offset a competitors program used as regional overlays or on a national program.

So back to the original question, lasting brand loyalty, maybe, but the fact is they are an important part of a brand marketers necessary toolkit and shouldn't be discounted.

Elizabeth Gilbert's best-selling 2006 memoir launched a self-discovery movement that could best be described by its full title: Eat Pray Love: One Woman's Search for Everything Across Italy, India and Indonesia.

Although Sony Pictures has simplified the title, the ongoing search for "everything" remains an integral part of the movie release Friday -- especially if "everything" includes the slew of merchandising items, from the "I Deserve Something Beautiful" lotus petal necklace (Dogeared Jewels and Gifts, $72) to the "Only True Love Remains" organic tee (Signorelli, $45) to the official prayer beads (World Market, $4.99).

Wine or alcoholic beverages have unique state by state legal requirements. Many alcohol (Wine, Spirits, Beer) companies with national distribution will promote a partner brand for the main reason of offering a consumer promotion, usually in the form of a cents off coupon in states that prohibit promotional savings on their own (alcohol) brand.

Learn more about how to develop tie-ins for alcohol products.

What's a Tie-In?
Tie-Ins come in all shapes and sizes. In general you are looking to team up with a partner or partners to increase sales of all partner products. You are usually looking to promote this Tie-In to the trade to increase orders. Tie-Ins are beneficial to the trade for a variety of reasons.
1. Partners share expenses
2. Retailers see cross category lift
3. Consumer benefit from promotional offer

Wine or alcoholic beverages have unique state by state legal requirements. Many alcohol (Wine, Spirits, Beer) companies with national distribution will promote a partner brand for the main reason of offering a consumer promotion, usually in the form of a cents off coupon in states that prohibit promotional savings on their own (alcohol) brand.