If you are a CPG company and have promotional offerings, are you utilizing the online space to get your message across?  How is your company maximizing the benefits of online search and is your coupon strategy aligned with consumer need?

With the rising cost of consumer products, people are going back to coupon saving.  Once a past time of the 80’s, this money saving opportunity is coming back. Popular talk show hosts cover this “retro” trend by sharing tips and top coupon saving websites.   The Local and National News networks also cover coupon segments and encourage viewers to go online to find out more information. RetailMeNot.com is a top consumer destination for coupons, discounts and promotional codes for merchandise, travel and services. According to RetailMeNot.com, consumers saved nearly 1 million dollars in printable coupons in May. Food, apparel, and sit down restaurants, were the top three search categories during these months. Co-founder, Guy King ofRetailMeNot.com stated that he hopes that by releasing May’s trend data retailers and manufacturers will gain additional insights about their customers. Click here for details.

Using Search to Push Your Coupon Campaign

Here are some tips on how to maximize the success of your online coupon campaign:

1. If you are running a paid search campaign, make sure you have adequate messaging in your ads so consumers can go directly to your coupon page for the download.
2. Make the coupon link accessible from your homepage instead of buried within the site.  One thing that I have found while searching for valuable coupons, is that the coupon offers are not on the brand’s actual website. It is a little difficult to find the coupon when it’s not on your homepage and you want finding and downloading the coupon to be easy.
3. Combine your search and display efforts to direct consumers to coupon savings. Display and search efforts should compliment each other. Search should support display by incorporating key terms that are within the display ad and have consistent messaging across both vehicles.
4. Track the coupon downloading pages so you can analyze your findings and use the data as a lesson learned for future campaigns.  Flash or slow coupon loading time may deter consumers, so try to make sure the webmaster considers this when coding the download page.
5. Have a WAP site for smart phone users. With the ease of having internet info at your fingertips, it would be helpful to have your site sized and fit accordingly for smart phone use.
6. Nurture your social networking opportunities. It is a great way to keep your name top of mind with online consumer loyalists, as well as new consumers. Many online communities share tips and information on good deals and where to go to find them. Make sure you are in that space and are easily accessible.

By following these tips , you will be positioning your campaign to succeed and increase sales!

Thanks to Insidesocal.com for the image.