STRATEGIES FOR EFFECTIVE FSI COUPONS


By Donald W. Barshinger

Coupon Management Consultants.

Developing an effective FSI Coupon Ad requires a creative strategy to reach consumers with a message that stands out from the clutter of over 100 other coupons.

Here are six basic objectives:

1. DEFINE YOUR OBJECTIVE: To induce trial, you target smaller size purchases with a larger face value. To fight competition you may want to feature larger sizes or multiple purchases. Seasonal items may benefit from a "stock-up early" strategy. Set one objective and "hammer it home".

2. SINGLE SELLING MESSAGE: Reduce the product benefits to one clear statement. This is the key to getting consumer attention. For example, copy for a breakfast product may announce "Start Your Day With More Energy". Then the coupon can reinforce that idea with "Keeps You Going All Day Long".

3. KEEP IT SIMPLE: Tricky coupons usually don't work very well. Test the coupon copy to make sure consumers understand the offer. Self-destruct and multiple purchase coupons often confuse consumers thereby limiting redemption. Stores abhor "Hard to Handle" coupons. The best coupons are dollar-bill size; illustrate the product, clearly state the value and indicate an expiration date. A good coupon begs to be redeemed.

4. COMPLETE PROGRAM: a Manufacturer Coupon is the single most effective marketing tool to get consumer attention, build trade support, introduce a new product, and increase market share. Add other events to your program to develop a well rounded program. Fine tune trade incentives with performance standards. Make your program exciting for your sales force and the retailers. Build on the success of previous programs, rather then selling "same deal as last time".

5. EXECUTION: Build a "Sales Kit" for the broker sales force and schedule training sessions. Brokers do the best selling job when they have practiced their presentation prior to the trade calls. Poor execution results in your product being out-of-stock and your coupon being used to purchase a competitors product. Redemption nearly doubles when a retailer features your product immediately following the drop date.

6. MEASURE PERFORMANCE: Many manufacturers fail to critically evaluate a coupon event since it takes at least three months after the event runs until significant results are available. Fine tune the strategy for the next event to turn new customers into loyal users.

Copyright 1997 - Donald Barshinger has over 35 years experience as a sales and marketing executive with several major companies in food and HBA. Your comments, suggestions, or articles are welcome via e-mail at "dbarsh@juno.com".