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A Cost-Effective Online Coupon Alternative for CPGs

June 10, 2010 1 comment

The jury is in — Printable Online Coupons are a very effective interactive marketing tactic. In addition to a coupon’s traditional marketing benefits (generating trial, demand and increased market share), on online coupon program can dramatically help improve a CPG marketer’s web metrics — increasing new site traffic and repeat visits, encouraging more robust registration, increase email opt-ins and build customer profiles.

DigitalDay Powered Coupon Program
An example of DigitalDay’s Coupon Engine on the R.W. Knudsen & Family brand site.

Study after study prove that online coupon usage, acceptance and redemption continues to increase. In a recent survey, PriceRunner reports:

  • Nearly three-fourths of consumers (73%) used at least one coupon they found online within the past six months. Almost one-in-five (19%) reported using online coupons six or more times in the past six months.
  • Online coupon usage increases with income – 48% of $75k+ households used online coupons at least 4x per year compared to 23% for less than $35k households.

Thanks to consumer demand and better controls, channel resistance to online coupons has practically disappeared. Retailers readily accept bar-coded online coupons and most of the larger CPG brands have incorporated printable coupons into their online programs. Retailers also have the right to reject printed online coupons so it’s important to implement a coupon program that minimizes rejection and, consequently, consumer dissatisfaction.

A unique micro-site for Florida Crystals whereby consumers choose how much to donate and save with the DigitalDay embedded Coupon Engine.

Online Coupon Delivery Options
Like any marketing program, an online coupon initiative should start with an objective-based, strategic plan. An interactive marketing agency, like DigitalDay, can help craft and execute an appropriate online coupon solution, from design to delivery.

To actually deliver the coupons for a client, DigitalDay offers two options:

A. We can coordinate a program with any of large coupon delivery companies like Coupons, Inc. or through affiliate programs like Coupons.com. Typically, these larger coupon delivery companies require a significant set up fee per coupon ($2,500 +) and then charge $.10 or more for every coupon that’s downloaded by a consumer. They also require consumers to download an Active-X file.

B. We can license, integrate and manage our proprietary DigitalDay Online Coupon Engine Service which features:

  • No Active-X component to download
  • No additional per-download costs
  • Creating the coupon (graphic design, copy writing, bar code generation)
  • Integrating the DD Coupon Engine into your brand site or hosting the coupon on our servers
    Consumer registration and opt-in
  • Download limits either by consumer, for the entire campaign or both
  • Fraud protection through personalization (consumer’s name is printed on the coupon), print limits, database checks
  • Monthly Reporting (downloads, opt-ins)

For Baco Foil, a UK brand, we embedded the DigitalDay Coupon Engine to drive store traffic

Our typical full-service set-up fee for integrating the 1st coupon into an existing brand site is $3,500 which includes designing and building the branded landing page to compliment your site. Each additional coupon creative is $1,000 with no additional set up charges and no per-download cost. We’ll provide a custom estimate based on your specific needs.

To help launch a new product for American Greetings, DigitalDay embedded a consumer coupon into this brand site

Marketing the Online Coupon
Just because you build it, doesn’t mean they’ll come. It’s important to market an online coupon program just as you’d do any other promotion. DigitalDay can help promote your coupons through a combination of email marketing, banner advertising, Pay-Per-Click, viral tactics or even rebuilding your brand site.

Through our partnership with Silverpop, the leading email delivery service provider, we often promote coupons in newsletters to dramatically increase open and click-through rates and, consequently, site traffic.

To support its seasonal product focus, Reynolds Kitchen's Newsletter promotes a new coupon every month

Retailers leverage DigitalDay Coupons to offer consumers discounts for Store Openings or other promotional periods.

Whether you’re a large national marketer ready to test the online couponing waters or a regional brand with a limited budget, DigitalDay will tailor a solution to meet your needs. For more information or an initial consultation, contact us.

Categories: Online Coupons

UNIQUE DigitalDay™ DESIGNED WEBSITE HELPS CONSUMERS CONSERVE MONEY, WILDLIFE

September 21, 2009 Leave a comment

Florida Crystals teams up with Palm Beach Zoo to save endangered jaguars

West Palm Beach, Fla. – September 14, 2009 – In an effort to save one of our planet’s endangered big cats, the jaguar, Florida Crystals has launched a one-of-a-kind e-coupon program designed and developed by DigitalDay and in collaboration with the Palm Beach Zoo, whose jaguar breeding program is among the most successful in the nation.

“Initially, Florida Crystals came to us wanting to do an email campaign to drive traffic to their current brand site,” said Mark Vitullo, DigitalDay’s Marketing & Creative Partner.

“After an analysis of their business objectives and an understanding of their marketing strategy, we proposed a more robust online campaign that included an email acquisition program, a coupon micro-site and then a multi-part email program,” said Vitullo.

“Once we learned of Florida Crystal’s commitment to the environment and the Palm Beach Zoo, we concocted a unique application of our DigitalDay Coupon System whereby consumers make a choice of how much they wish to save or donate. “

“Good SEO results, coupon-site seeding and social networking tie-ins have added to the program’s success,” added Vitullo.

Jaguars are the western hemisphere’s largest and most powerful felines. Florida Crystals chose the Palm Beach Zoo, because it plays an incredible role in jaguar conservation through its participation in the Association of Zoos & Aquariums Species Survival Plan. Amazingly, twenty percent of the nation’s captive jaguars in the program can trace their bloodlines back to the Palm Beach Zoo’s jaguar family.

Designed and developed by DigitalDay, Florida Crystals "Save and Donate" coupon site is unique in the way it delivers online coupons to consumers.

Designed and developed by DigitalDay, Florida Crystals "Save and Donate" coupon site is unique in the way it delivers online coupons to consumers.

For every coupon redeemed from www.FloridaCrystalsCoupon.com on any variety of Florida Crystals® Natural and Organic sugar, the company will donate an amount chosen by its customers to the Jaguar Conservation Fund at the Palm Beach Zoo. The new program offers the opportunity to directly benefit an endangered animal.

“This is a unique application of online couponing that could benefit any type of marketer who has a cause or charity they want to jointly support. It’s also been an interesting social experiment to see the choices consumers make in how much to save or donate. All of the results, of course, are proprietary” added Vitullo.

“This initiative highlights one of Florida Crystals’ on-going sustainable efforts,” said Luis Fernandez, Executive Vice President of Florida Crystals Corporation. “We’ve supported and worked with wildlife researchers on our Florida farms over the years. We are enthusiastic about now offering our customers the ability to join us in wildlife conservation.”

To learn more, visit www.FloridaCrystalsCoupon.com and www.Digital-Day.com

Florida Crystals is a leading domestic sugar producer and North America’s first fully integrated cane sugar company, guiding its sugar from the field to the table. Florida Crystals® is the first and only certified organic sugar 100 percent made in the USA, grown and harvested in Florida. Because of Florida Crystals’ earth-friendly farming practices and clean, renewable energy production, Florida Crystals® Organic and Natural sugars are the first sugar products CarbonFree® certified by Carbonfund.org, signifying each has a neutral carbon footprint. For more information, visit http://www.floridacrystals.com & http://www.floridacrystalscoupon.com.

DigitalDay is a full-service, online marketing agency based in Cuyahoga Falls, Ohio, between Akron and Cleveland. Since 1997, DigitalDay has provided online marketing counsel, strategy, website design and program implementation to a variety of marketers through the United States. DigitalDay’s Online Coupon System, Email Marketing Programs, Banner Advertising and SEO experience are just a few of the tactics consumer companies large and small have relied on to help drive their online strategies.

The Palm Beach Zoo is a non-profit zoological organization located in Dreher Park in West Palm Beach, housing more than 1,700 animals within 23 acres of lush, tropical habitat. Its mission is to protect wildlife and wildlife habitat, and to inspire others to value and conserve the natural world. The zoo currently sponsors many conservation projects in numerous regions of the world focusing on animals that are represented in the zoo’s population.