What's Next For FSI's?

Last Labor Day, there were three times the normal amount of FSI coupons in our local paper. With the decline of the newspaper industry, you would think that FSI's wouldn't be so prevalent. And yet, we see more demand than ever from consumers to use these types of promotional programs.

There are several reasons for this:

1. Consumers are always looking for savings.
2. A tough economic climate.
3. Trade demands on manufacturers.

Brands In Control

The new marketing mantra is that retail accounts would rather have manufacturers discontinue their marketing programs in favor of discounting their products/brands. Savings are passed on to consumers. As a manufacturer, FSI's allow you to offer not only price reductions on your product, but also allow you control over the promotional period and still satisfy trade demands of increasing traffic.

Newspapers Out Of Control

A significant question is: "How will the two major publishers of FSI's respond to the decline in newspaper readership?" After a review, one of these publishers has secured an in-home distribution method that equals or exceeds Sunday newspaper delivery.

Don't Discount FSI's

They're still a valueable tool in the marketing mix. And by the looks of the tremendous amount of consumer coupons during Labor Day's FSI drop you wouldn't think FSI's are going away any time soon.

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With a defined process, look to Linear SC to build a winning FSI program for trade and consumer channels. Contact us now!