Greetings!
To believe some merchants, we have become a nation of
coupon-clipping deal hunters. Just one example: I subscribe to Barron's, the
financial weekly. Well before my subscription is due to expire, the deals have started
arriving to re-up me. Perhaps research supports this aggressive approach, but
they might have reached out to me in some way (survey?) to assess how
deal-hungry I was before giving me a price cut. Businesses should still
offer deals selectively and creatively, notably online:
"Most marketers are playing the online coupon game all wrong, offering discounts to people who were on the verge of clicking through
at full price."
If you ask for a coupon code at online check-out, shoppers might
pop open a new browser window and do a quick hunt for that coupon, losing you
money for no gain (the buy decision has been made.) So, design your site to ask
for the coupon code upfront, so that you get the full effect of it on the
shopping experience:
- They haven't shopped yet, so they may not do
that quick online coupon hunt.
- If the shopper is aware they have a "deal" in their
pocket while shopping, experience tells us that they are more apt to spend a
bit more.
This enhances the revenue generating power of the "deal",
and minimizes the pure revenue-losing last-minute deal.
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Can't Buy Me Loyalty!
Lots of interesting takes on customer loyalty are arriving
in my inbox. Here are just two:
"I often ask marketers whether they have a loyalty program
or a bribery program ... a truly loyal customer would repurchase at a premium
price, and would recommend the brand."
-Grey Hammond of
BRANDwright (again via MediaPost)
Here is a good report on the struggles facing rewards
programs;
Research Summary: Awards Programs a Yawner with Consumers
The bottom line: Take great care of customers, keeping in constructive touch, and they may stay
regardless of price. |
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How May I Help You?
If you like "Bob" from AccountTemps, you will love "Kern" from MarketingTemps: - Scalable
- Affordable
- Experienced
- Fast
My expertise: - Content Strategy and Development
- Sales/Marketing Integration
- Customer Retention
Along with a keen sense of the strategic whole, of course. |
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My Most Recently Published Articles
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510-329-8155: And the coffee is on me!
Call me to discuss how
I may be able to help you get ahead of your competition with
unexpectedly innovative and vigorous programming. Initial consultations, as always, are free.
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Thanks for reading this, . I look forward to connecting in the near future!
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Sincerely,
Kern Lewis
GrowthFocus, Inc.
510-329-8155 |
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Marketing Boot Camp in Castro Valley!
The local Chamber of Commerce and I now offer local small businesses an intensive marketing course focused on the pros and cons of "new media" tools:
Marketing Boot Camp
September 22
8 am to 12 pm
Castro Valley Women's Club
18330 Redwood Rd.
This is a workshop, not a lecture. Participants are expected to leave with firm action plans critiqued by the whole group.
Interested?
Call me for details.
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Kern Lewis Webfolio
Phone:
510-329-8155
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