Couponing in the Digital Age: A Playbook for CPG Brands  Presented by David Berkowitz Senior Director of Emerging Media & ...
Our latest playbook is your guide to the rapidly growing digital coupon landscape <ul><li>GOALS FOR TODAY- </li></ul><ul><...
Here ’s what we will cover in this webinar <ul><li>Ten reasons why you should be paying attention to digital coupons </li>...
Ten reasons why digital coupons matter right now
1) The  ‘New Normal’ means couponing is here to stay “ More and more consumers are making digital coupons a part of their ...
2) Couponing and saving have cultural cachet  Image source: TLC
3) Newspaper readership is declining
4) Digital coupons are more efficient & have higher redemption rates
5) Smartphone penetration is increasing
6) The Internet has becoming a key part of people ’s everyday lives The average American spends  just as much time surfing...
7) Digital coupons are attracting a different audience than traditional coupons  More likely to have a household income of...
8) The digital coupon industry is growing fast The total of manufacturers that distributed digital coupon offers in 2010, ...
9) The  ‘Zero Moment of Truth’ shows how consumers are behaving
10) Get ahead of this emerging & enduring shift in consumer behavior &quot;If I'd asked my customers what they wanted, the...
So, how do digital coupons work?
Digital coupons are primarily delivered in two ways  PRINTABLE SAVE TO CARD
The landscape for digital coupons is vast
There are several key differences that distinguish digital coupons from traditional coupons PROS CONS Sharability User exp...
You can apply the 360i Strategic Lens to your digital coupon strategy
Digital coupons in action
Coupons on your Facebook wall are a great way to gain community interaction and reward your fans
Progressive coupons are a great way engage and grow Facebook audiences
Tell-a-Friend programs achieve higher print rates because they are based on recommendations to friends Campaign Microsite ...
Mobile couponing aps that connect to loyalty cards represents true paperless couponing  GROCERY IQ SAVINGSTAR
Scanning & tagging for coupons via QR codes or TV spots can connect offline media with digital QR CODES SHAZAM APP
The success of a digital coupon campaign depends on several factors, including… <ul><ul><li>Brand favorability  </li></ul>...
What will you find in our digital coupons playbook? <ul><li>Specific information on how to execute digital coupon campaign...
Questions?
Thank you! David Berkowitz Senior Director of Emerging Media & Innovation, 360i P: 212.991.4367  [email_address]   @dberko...
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Couponing in the Digital Age

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Couponing in the Digital Age

  1. 1. Couponing in the Digital Age: A Playbook for CPG Brands Presented by David Berkowitz Senior Director of Emerging Media & Innovation, 360i July 7, 2011
  2. 2. Our latest playbook is your guide to the rapidly growing digital coupon landscape <ul><li>GOALS FOR TODAY- </li></ul><ul><li>Launch the third playbook of our series (after the Social Marketing & Mobile Marketing Playbooks) </li></ul><ul><li>Walk you through some of the highlights & what they mean for your brand </li></ul>Download the playbook at http://360i.com/digitalcoupons
  3. 3. Here ’s what we will cover in this webinar <ul><li>Ten reasons why you should be paying attention to digital coupons </li></ul><ul><li>An introduction to digital coupons & how they work </li></ul><ul><li>Key differences between digital & traditional coupons </li></ul><ul><li>Digital coupon strategy as viewed through 360i ’s Strategic Lens </li></ul><ul><li>Compelling examples that illustrate our overview </li></ul><ul><li>Your questions! </li></ul>
  4. 4. Ten reasons why digital coupons matter right now
  5. 5. 1) The ‘New Normal’ means couponing is here to stay “ More and more consumers are making digital coupons a part of their shopping routine, accessing them across the entire digital domain. At the same time, brand marketers are increasingly engaging with consumers via digital offers.” - Steven Boal, CEO of Coupons.com Incorporated
  6. 6. 2) Couponing and saving have cultural cachet Image source: TLC
  7. 7. 3) Newspaper readership is declining
  8. 8. 4) Digital coupons are more efficient & have higher redemption rates
  9. 9. 5) Smartphone penetration is increasing
  10. 10. 6) The Internet has becoming a key part of people ’s everyday lives The average American spends just as much time surfing the web as he or she does surfing channels on TV , approximately 13 hours per week. Source: Forrester Research, December 2010
  11. 11. 7) Digital coupons are attracting a different audience than traditional coupons More likely to have a household income of $75K+ compared to the general population. More likely to have college or advanced degrees than the general population *Also, this group skews younger and they are more likely to live in households with more children. Source: Simmons Market Research Bureau 17% 35%
  12. 12. 8) The digital coupon industry is growing fast The total of manufacturers that distributed digital coupon offers in 2010, a significant increase over 2009. Source: Marx, Kantar Media The percentage that digital coupon events increased by in 2010 as compared to 2009 across key websites 33.6% 290
  13. 13. 9) The ‘Zero Moment of Truth’ shows how consumers are behaving
  14. 14. 10) Get ahead of this emerging & enduring shift in consumer behavior &quot;If I'd asked my customers what they wanted, they'd have said a faster horse. “ – Henry Ford
  15. 15. So, how do digital coupons work?
  16. 16. Digital coupons are primarily delivered in two ways PRINTABLE SAVE TO CARD
  17. 17. The landscape for digital coupons is vast
  18. 18. There are several key differences that distinguish digital coupons from traditional coupons PROS CONS Sharability User experience barrier New buyers Additional paid media support Speed Doubling down Lower Costs Reach Metrics
  19. 19. You can apply the 360i Strategic Lens to your digital coupon strategy
  20. 20. Digital coupons in action
  21. 21. Coupons on your Facebook wall are a great way to gain community interaction and reward your fans
  22. 22. Progressive coupons are a great way engage and grow Facebook audiences
  23. 23. Tell-a-Friend programs achieve higher print rates because they are based on recommendations to friends Campaign Microsite Tell-a-Friend Widget Reward Email with Coupon
  24. 24. Mobile couponing aps that connect to loyalty cards represents true paperless couponing GROCERY IQ SAVINGSTAR
  25. 25. Scanning & tagging for coupons via QR codes or TV spots can connect offline media with digital QR CODES SHAZAM APP
  26. 26. The success of a digital coupon campaign depends on several factors, including… <ul><ul><li>Brand favorability </li></ul></ul><ul><ul><li>Current household penetration of your product/category </li></ul></ul><ul><ul><li>Brand development index </li></ul></ul><ul><ul><li>Category development index </li></ul></ul><ul><ul><li>The product re-purchase cycle </li></ul></ul><ul><ul><li>The actual value of the coupon </li></ul></ul><ul><ul><li>A purchase requirement </li></ul></ul><ul><ul><li>When the coupon expires </li></ul></ul><ul><ul><li>When the campaign launches </li></ul></ul>To understand which coupon execution works best for your product apply the strategic lens to your approach and test and learn often!
  27. 27. What will you find in our digital coupons playbook? <ul><li>Specific information on how to execute digital coupon campaigns </li></ul><ul><li>A look at who is using digital coupons now </li></ul><ul><li>Guest “point of view” columns from: </li></ul><ul><li>Examples of digital couponing in action </li></ul><ul><li>A look at what ’s next </li></ul>
  28. 28. Questions?
  29. 29. Thank you! David Berkowitz Senior Director of Emerging Media & Innovation, 360i P: 212.991.4367 [email_address] @dberkowitz Download the playbook at http://360i.com/digitalcoupons Keep up on trends at http://blog.360i.com & follow us on Twitter @360i

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