Letter to Marketing Campaign

Video controls are located at the bottom of the frame

Money off vouchers

Sir,

Given the volume of junk mail and promotional mail pouring through my letterbox on a weekly basis, I was surprised to read the report that the amount of direct mail promotional coupons has actually gone down. I fear for us all should it increase further as forecast. (Economic downturn fuels coupon use, Marketing 11/6)

There is no doubt that coupons have a role to play, but marketers need to look at more innovative ways of encouraging their use. Promotions have moved on since the last slowdown in 1991. Time poor consumers are no longer interested in carefully clipping money off vouchers from the papers, or sifting through hoards of mail on their doorstep in the hope of finding a useful coupon.

In contrast to direct mail, dynamic ‘Out of Home’ promotions allows the voucher to be delivered at a time when consumers are actually thinking about shopping - on the high street or in the shop. This is particularly true with digital innovation via Bluetooth and mobile phones. Furthermore, when consumers withdraw cash to go shopping, they can receive a promotional bar code on their cash receipt. This transforms an every day piece of paper into something of marketing value.

With troubled times ahead, I have no doubt that consumer interest in coupons will increase. But only those retailers which take a more green, modern and targeted approach will be able to take advantage.

Richard Rowley
Head of Media Sales, atmAd