Coupons and Brand Loyalty
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.
Eat Pray Love Arrives Loaded with Tie-Ins
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).
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Branding
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Creating value that translates to sales growth. |
Reach your audience and maximize the potential of everything you do.
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Powerful, easy to understand selling programs that close more sales.
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Our agency offers dedicated resources that provide meaningful results for all our award-winning activities.
Performance. Timely solutions, working in unison with your stategic business units.
We're a Below The Line, marketing communications agency that knows how to move you in the right direction. Our company designs, develops and implements organizational performance, sales, marketing and promotional programs for trade and consumer/customer channels.
With a holistic approach to understanding, developing and deploying strategic communications for all facets of your business, it's more important than ever to provide a consistent message with meaning. A specific, consistent message that can be tailored to speak to each of your audiences. Once our agency works on a program, you'll soon see the value-added thinking that builds support for all of your account teams, brand teams, sales teams, sales channels and customer relationships.
Tie-Ins FAQ's
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
Tie-Ins Services
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Tie-Ins
Integrated solutions. Innovative ways to build trade and consumer relationships.
Linear SC will help you work together and win the race against the competition. Our extensive knowledge and experience means you'll reach your consumer and trade goals.
A few examples of our past tie-in programs:
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Outdoor Entertaining. Beringer brands team up with other summertime favorites ensuring that summer sales sizzle. |
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Adults Get Into The Spirit. The T.G.I. Friday's brand scares up the profits by inviting adults to participate during the increasing popular Halloween season. |
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A Healthy Fit. A successful tie-in partnership ripened by pairing healthy ingredients into meal solutions (with minimal preparation). Naturally, retailers enjoy a cross-category sales lift. |
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Universal Tie-Ins. As their official bottled water, Crystal Geyser quenches consumers thirst by increasing awareness and promoting trial via FSI's. For Universal Studios, ticket sales increased significantly during promotion time periods. |
How To Improve Agency & Client Communication
If you're an agency or client working together to support trade and consumer programming, then you've got to be working smarter, harder and more effectively. A few key steps to keep in mind for good group dynamics:
1. Client direction.
Keeping the agency moving in the right direction may require more information than you think. A hands off approach to creative solutions can be a shot in the dark. Spend time up-front and have the agency submit their plan with both client and agency input. See if the agency has a preferred process. If not, does the client offer any training that can educate the agency in how its company/groups function.