Despite
some national economic indicators showing signs of
improvement,
consumers today remain uneasy about their
financial
situations. The difficult economy has shoppers
looking
to save money, and some research indicates the majority of
consumers
have no intention of returning to pre-recession buying
patterns
and plan to make increased frugality a way of life, at least
in the
near future. An example of this has been the large number of
consumers
who have started using coupons.
A
challenge today for marketers and those who do their mailing is
how to
vie for the attention of consumers who are being inundated
with
marketing messages touting value and offering traditional coupons.
Imaginative
and attention-getting promotions are in demand,
and it
just might be a good time to suggest a new twist on an old
idea
by taking the basic gift card and turning it into a "coupon by mail"ÂÂ or discount
card. The perceived added value of a gift card can
translate well to
a "gift for yourself,"ÂÂ a reward for frequent buying or
a significant
savings on your next purchase. Acting as an incentive
in the mail, it
just might provide that extra nudge needed to get a
consumer to act.
Mailed incentive
cards are the same size as credit cards, and they
can be included
with virtually any direct mailpiece, either in an envelope
or designed as a
self-mailer. Recipients view this card as
something a little
different and more special than a typical coupon,
and it can be used
to enhance promotional capabilities and drive incremental
sales. Incentive
cards also can be personalized to reward
loyal customers
with special discounts or sales as well as make
an attractive and
appealing enhancement for outreach campaigns
within a range of ZIP Codes or other demographic categories.
The
perceived value is high because incentive cards give consumers
a
tangible reward that they can use the next time they're out
shopping,
when they're surfing the Internet or thinking about
where
to go for dinner. Mailers should be able to personalize a
variety
of paper and plastic card substrates and offer intelligent
match-affixing
to letters and other carriers. These sturdy cards can
be
kept safely in a shopper's purse or wallet and will act as a
reminder
to take advantage of an offer.
The
applications for these incentive cards for marketers are limited
only
by the imagination. Fully customizable cards can highlight
an
offer based on purchasing history. They can be used to cross-sell
with a
partner retailer, or they can encourage customers to try
other
services, such as giving a discount when signing up for a gift
registry.
The common thread for any type of incentive card is that
they
provide measurability and are smart vehicles for increasing
sales
and driving profitability.
Although
incentive cards carry imaginative offers presented
in
eye-catching graphics, they also are very practical for direct
mail
marketing campaigns. Here are the key benefits:
- A
trackable barcode - Scanning barcodes at the point
of
purchase provides real-time reporting to track everything
from
who is redeeming the promotion and at what
locations
to where the promotion is generating an increased
response
rate and lift in transaction sale amount.
- A
variety of formats in a wide range of price
points
- Personalized gift card mailers are fully
customizable
to meet a retailer's specific advertising
campaign
objectives, including folded self-mailers to
control
production costs without sacrificing privacy.
- Eco-friendly alternatives - Environmentally friendly
substrates
are available to make sure you meet any corporate
sustainability
standards.
- Minimized postage costs - Mailer formats are
USPS-approved
for automated Standard A and First
Class,
taking advantage of the lowest postal rates. Marketers
also
may track their campaign's in-home delivery
window,
ensuring that desired timeframes are met to
maximize
highest possible response rates.
In
today's economic climate, cost-conscious shoppers need to
be
encouraged to act now. Personalized, promotional incentive
cards
are a customized, convenient and tangible vehicle for engaging
customers.
David
Henkel is President of Johnson and Quin, located in Niles,
Illinois.
Johnson & Quin is a national leader in targeted, full-service
direct
mail printing and production, offering the latest data and
personalization
technologies and multi-channel marketing capabilities.
He can be reached at dhenkel@j-quin.com.
