360i webinar: couponing in the digital age

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Couponing in the Digital Age: A Playbook for CPG Brands Presented by David Berkowitz Senior Director of Emerging Media & Innovation, 360i July 7, 2011

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Couponing in the Digital Age:A Playbook for CPG Brands

Presented byDavid BerkowitzSenior Director of Emerging Media & Innovation, 360iJuly 7, 2011

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Our latest playbook is your guide to the rapidly growing digital coupon landscape

GOALS FOR TODAY-

1)Launch the third playbook of our series (after the Social Marketing & Mobile Marketing Playbooks)

2)Walk you through some of the highlights & what they mean for your brand

Download the playbook at http://360i.com/digitalcoupo

ns

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Here’s what we will cover in this webinar

1. Ten reasons why you should be paying attention to digital coupons

2. An introduction to digital coupons & how they work

3. Key differences between digital & traditional coupons

4. Digital coupon strategy as viewed through 360i’s Strategic Lens

5. Compelling examples that illustrate our overview

6. Your questions!

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Ten reasons why digital coupons matter right now

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“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

1) The ‘New Normal’ means couponing is here to stay

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Image source: TLC

2) Couponing and saving have cultural cachet

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3) Newspaper readership is declining

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4) Digital coupons are more efficient & have higher redemption rates

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5) Smartphone penetration is increasing

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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

6) The Internet has becoming a key part of people’s everyday lives

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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

7) Digital coupons are attracting a different audience than traditional coupons

17%

35%

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The total of manufacturers that distributed digital coupon offers in 2010, a significant increase over 2009.

Source: Marx, Kantar Media

8) The digital coupon industry is growing fast

The percentage that digital coupon events increased by in 2010 as compared to 2009 across key websites33.6%

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9) The ‘Zero Moment of Truth’ shows how consumers are behaving

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10) Get ahead of this emerging & enduring shift in consumer behavior

"If I'd asked my customers what they wanted, they'd have said a faster horse.“

– Henry Ford

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So, how do digital coupons work?

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Digital coupons are primarily delivered in two ways

PRINTABLE SAVE TO CARD

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The landscape for digital coupons is vast

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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

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You can apply the 360i Strategic Lens to your digital coupon strategy

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Digital coupons in action

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Coupons on your Facebook wall are a great way to gain community interaction and reward your fans

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Progressive coupons are a great way engage and grow Facebook audiences

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Campaign Microsite Tell-a-Friend Widget

Reward Email with Coupon

Tell-a-Friend programs achieve higher print rates because they are based on recommendations to friends

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Mobile couponing aps that connect to loyalty cards represents true paperless couponing

GROCERY IQ SAVINGSTAR

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Scanning & tagging for coupons via QR codes or TV spots can connect offline media with digital

QR CODES SHAZAM APP

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The success of a digital coupon campaign depends on several factors, including…

1. Brand favorability 2. Current household penetration of your product/category3. Brand development index4. Category development index5. The product re-purchase cycle6. The actual value of the coupon7. A purchase requirement 8. When the coupon expires9. When the campaign launches

To understand which coupon execution works best for your product apply the strategic lens to your approach and test and learn often!

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What will you find in our digital coupons playbook?

• Specific information on how to execute digital coupon campaigns

• A look at who is using digital coupons now

• Guest “point of view” columns from:

• Examples of digital couponing in action

• A look at what’s next

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Questions?

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Thank you!

David BerkowitzSenior Director of Emerging

Media & Innovation, 360iP: 212.991.4367

[email protected] @dberkowitz

Download the playbook athttp://360i.com/digitalcoupons

Keep up on trends at http://blog.360i.com& follow us on Twitter @360i