As a consumer for the past 20 years, I’ve always associated direct marketing with coupons. Since I was born and raised to save my pennies, I’m pretty much addicted to coupons. If I get a piece of direct mail that doesn't have a coupon, it immediately goes in the trash, but if it does I'm more inclined to pay attention.
However, I’ve recently found myself paying less attention to coupons that come in the Sunday newspaper-- which I need to sort through to find the ones I want-- in favor of coupons that find ME. These include coupons that arrive in my email inbox, appear on my Facebook newsfeed, or that I get by playing an interactive game online. I receive these coupons because of brands that target me based on my interests and online activities, and send me coupons relevant to my interests.
So what does this mean for traditional coupons, such as those distributed by Valpak? According to MarketingVox, Valpak is already staying ahead of the times. They’re working on an Augmented Reality (AR) envelope for their coupons that is expected to launch within the next couple of months. AR is a new technology, defined by Mashable as "the overlaying of digital data on the real world." Top advertisers like Adidas are slowly starting to embrace AR, and it should really be able to breathe some new life into Valpak and allow consumers to better embrace the brand, and keep it from becoming stale like some other direct mail tactics. Valpak's AR campaign is part of a much larger new media initiative for the company, which also includes an iPhone application and social promotion of its coupons, in printable form, which users can share with their friends. Additionally, Valpak has established a partnership with Kudzu.com, which allows consumers who are looking for coupons on Valpak.com to view the coupons alongside customer ratings and reviews.
According to Jim Buckley, head of Valpak's New Media Business in an interview with MarketingVOX, "On any given day the number of prints was up by 200%." Unique visitors to the site were up 40% from last year, he adds. "We can point just to those two factors as having a significant increase in our traffic."
In order to survive in today's direct marketing industry dominated by interactive marketing, even coupons need to step up their game. Valpak is taking steps to do so, and consumers can expect to see a similar trend among other coupon producers very soon. As a self-proclaimed "coupon queen," I approve. *Image source: redhotfranchises.com
Labels: Direct Mail, Direct Marketing, iPhone, Online Coupons, Social Media Marketing
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