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www.IndependentRetailer.com MARKETING Coupon
Marketing Strategy continued from page 90
been for the coupon getting the customer through the door in the fi rst place. Don’t overlook that coupon-
ing is the most measurable and accountable form of promotion. It’s simply a matter of counting the number of coupons redeemed to judge the effectiveness of the offer. Wise use of this consumer feedback will guide you in cre- ating future offers that improve your results. Here are some of the more important DOs for creating an effective coupon promotion:
• DO have a plan in place. • Make a solid offer. • Use bold and specifi c headlines, without putting your company name or logo at the top.
• Use line illustration or photographs. • Include your USP (Unique Selling Proposition).
• Appeal to the self-interest of your customer.
• Make sure to include multiple ways for prospects to get in touch with you.
• Include an expiration date for us- ing the coupon.
• Remember to always upsell. • Capture your customer’s name, address, and phone num- ber, so you can develop an in-house mailing list for ongoing direct marketing.
• Train your staff to prepare for the event.
• Use point of sale displays to help cross sell and up sell in the store.
continued on page 96
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