Point-of-Sale Program Success: Coupons - dummies

Point-of-Sale Program Success: Coupons

By Joe Waters, Joanna MacDonald

Always try to include coupons on your cause marketing point-of-sale pinups. They have an immediate value at the register when cashiers are asking shoppers to support your cause.

Coupons add value for donors and help you recruit more partners.
Coupons add value for donors and help you recruit more partners.

“Would you like to donate a dollar to help sick kids? As a thank you, you get these coupons that have $50 in savings.”

Here are four more reasons your cause marketing program should have coupons.

  • Coupons open the door to cross-promotional partners. Some retailers will partner on a program if they can comarket with another business. Landing one partner meant you could potentially recruit many more.

  • Coupons are hot! According to Ad Age, in 2009, redemption of coupons that go through clearinghouses surged 23 percent to 3.2 billion coupons (and up 30 percent to $3.5 billion in value) in the United States, the first gain in 17 consecutive years.

    Through the first nine months of 2010, coupon redemption was up another 5.3 percent to 2.5 billion versus the year-ago period, with the value of coupons redeemed up 7.7 percent to $2.8 billion. Consumers are looking for more coupons, which is great for cause marketers that add coupons to pinups.

  • Coupons are overwhelmingly clipped, not downloaded. The surprising news is that consumers of all ages aren’t getting their coupons from the Internet. They’re getting them the old-fashioned way: They’re clipping them. More than 2 billion coupon redemptions in 2009 came from print inserts. Internet coupons account for just 1 percent of distributions.

    So if you think adding coupons to your pinups seems a bit old school, think again. Consumers are eager to use coupons, and they’re getting them almost exclusively offline. And what better place for them to get their coupons than from your pinups after supporting a great cause?

  • Coupons prove that cause marketing works. Coupon redemption during or after a campaign is an excellent way to demonstrate that cause marketing works and is driving traffic for partners. After helping your cause, this result is just what a business wants.

    One of thepartners was thrilled when a pinup program brought in 1,100 coupon-bearing customers from cross-partner stores. These coupons generated an additional $400,000 in revenue for this retailer.

Coupons give your cause marketing program a one-two punch, open the door to additional partners, and provide the paper trail that cause marketing works. You also have the wind at your back. Coupons are in high demand, and consumers get them offline, so why not through a pinup?

Why wouldn’t you want to include coupons in your next cause marketing program?