Do you know how to motivate your audience?
At first this seems like an easy question to answer. It’s about plumping for a nice high ‘reward’ to get them excited, right?
Wrong.
Because of the massive impact the right offer value has on a campaign, higher coupon values don’t always mean higher genuine redemptions. In fact, it can encourage fraudulent behaviour. Yet if the offer is too low consumers may not bother redeeming your coupon at all. It could even negatively affect your brand in their eyes.
Setting the offer value means finding a tipping point between satisfying your consumer and - as ever - achieving your own objectives.
Ask yourself this:
- Who are you trying to reach?
- How will you segment your audience?
- How much information do you want to know about them?
- What has been their historic tipping point for similar products/brands?
- Will you trial the offer? If so, how will you trial the offer?
- How will you measure and evaluate the results?
- How could personalisation of your coupons help you achieve better results?
Once you’ve taken all these points into consideration, give Valassis a call on 01536 400123 and we’ll help you make the decision that’s right for your campaign.
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