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Archive for April 12th, 2006
On Line Coupons and Text Message Promotions
Posted by Joël on April 12, 2006
I am a consultant working with a new client. They have asked me to help them understand the best practices of the following:
The first area that they would like to leverage is developing their capability of offering coupons through their web site to support on going promotions in specific markets and/or nationwide. Historically, they have been unwilling to offer Web coupons because they felt that they could not control their access, specificity, and deployment. In addition, they were concerned about fraud and people using their copier to duplicate coupons. My client has asked me to define the best practices around couponing on the web and develop a white paper about the strengths/weaknesses of developing this capability using their current web site.
The second area that they asked me to research is the best practices around “text messaging” for promotions. How is it done? Who is doing it? How is it working? Etc. Again, I do not know where to start.
Let’s tackle the two subjects separately.
First, online coupons or e-coupons are quickly gaining in popularity. There are some obvious advantages (greater reach, ease of use, convenience) and disadvantages (duplication, fraudulent uses) involved in transitioning from offline to online couponing. For more information, I’d suggest consulting the Association of Coupon Professionals (couponpros.org). They have a downloadable ‘Guide to Internet Coupons’ available through their website. It’s a little dated (2001), but it contains some useful information for someone new to the concept.
Secondly, text messaging or SMS campaigns have gained popularity in recent years. A great introduction to mobile marketing can be found here: http://promomagazine.com/interactivemarketing/mobile_marketing/.