Coupon Power

Everybody likes to get a discount, and everybody likes to feel special – which is precisely what makes coupons one of the most powerful marketing techniques. With coupons you gain the ability to create customised, yet mass, discounting options. Simultaneously making people feel unique & special, whilst attracting them in large groups.  There are plenty of companies that do this exceedingly effectively, GoDaddy being the one I’m most familiar with (you can find GoDaddy coupons almost everywhere).

So you can get a discount if you belong to Group ABC, made a previous purchase of product XYZ, or happen to know a friend who has a referral coupon!

Another frequently overlooked  advantage is that let’s you sell at a lower price without making your product look cheap, because the Retail Price is still high.


Negative Marketing

Contrary to popular belief, it is possible to negatively market yourself. Take for instance the JetAirways 50% off Companion Coupon, available with the Jet-Citi Platinum Card.You can’t use it if you’re booking online, calling the Jetairways booking line, or even via a travel agent. The only way is to visit their office on JC road or at the airport! I think they designed this coupon to be hard to redeem. Which had the unsurprising effect of making me & my business – feel unwanted.

If you’re going to incent people to use your service, make it easy for them. Don’t forget you actually want people to use your service, even if its on-the-cheap. Making it unnecessarily hard isn’t going to win you any brownie points, if anything it’ll make your customer realise the actual value of the coupon – nil, because they can’t or (worse) won’t redeem it.

Update: just visited the JC Rd JetAirways office, these are the fares for a one way blr-bom ticket at 6pm Monday:
Counter fare: 6034 Rs
Using the discount coupon: 8276 Rs (2200 rs more!!)
The girl at the counter was kind enough to advise me that the internet fares on would be a least 5% cheaper than the counter fare.


Video Advertising on Steroids

I followed a random link through to the HearSaySocial website, at first I was confused, really confused. I couldn’t find a straight answer to the simple question: “What does HearSaySocial do?” Except for a video link there was nothing really meaningful, I’ve since filed the website, into my list of websites-not-to-use-as-reference-material.

The video link on the other hand, was exceptional. No, that’s under selling it. It was more awesome than any promotional web video I’ve ever seen. It very effectively communicated what the company does, but by that point I wasn’t interested. I wanted to know what creative geniuses developed the video, and the answer is EpipheoStudios (Their website is also a bit cryptic about what they do till you watch the video or click on the About Us button). I won’t rant about how good they are, go see for yourself.

I will however point out the fact that users accessing websites from low bandwidth connections (or mobiles) will struggle to download video content. So after you’ve spent your marketing dollars on a great video, remember to add a bit of old fashioned text for the people that can’t watch it*.

*This may not apply if you sell video content creation and really need people to watch your stuff to understand why they should buy your services.