…but in-depth advice and support is mandatory when you’re a customer of Valassis. We realise it’s unusual for a supplier to feel a sense of responsibility and ownership about the success of your promotional campaigns, but that’s the way it is at Valassis.
While everyone else has cut back, down-sized and economised the ‘service’ out of ‘customer service’, we refuse to budge on the issue.
You’re going to get good service, ok?
You’re going to get hundreds of tidbits of advice and lots of support from our account handlers during the course of your campaigns. There’s no avoiding it. In fact, here’s a sneak preview of some of that advice:
1. Get us involved from the beginning. Our account handlers are experts and understand every detail of coupon campaign logistics. That includes the hidden costs and pitfalls that companies usually discover – expensively and painfully – when they go it alone.
2. What you want to achieve? Do you want to build a database from scratch or get more profiling information on your consumers? What information will you want to use in future campaigns to gain higher returns?
3. Plan on how you will measure the success of the campaign and then institute the appropriate measures from the very beginning.
4. Build the demographic information on your current and prospective consumers. How old are they? Do they shop in a certain type of retailer? What do they do for a living? How much do they earn? If you don’t have much data about them, add an element of
data capture to your coupon campaigns to help make your future offers much more targeted and cost-effective.
5. How will you get your consumers to take action? What do they have to do to redeem your coupon? Make sure you give
clear instructions on what you want them to do.
6. Weigh up the pros and cons of your
offer type. Will it work well with the chosen
distribution method? Will it achieve an appropriate
redemption rate or could over redemption lead to costly headaches and issues with fulfilment? Ask Valassis for past data on coupon campaigns in your market and product sector.
7. Make sure your coupon is
well-designed. Take a look at our tried and tested guidelines for
coupon design. Ignore them at your peril. There are a few consumers out there who lie in wait for
unsuspecting coupon issuers to make a mistake - and enjoy many a free lunch at their expense.
For many more golden nuggets of advice or to talk about a coupon campaign, call Valassis now on 01536 400123.