No matter what level of income someone makes, everyone cares about saving money. It is a misconception that those who use coupons are confined to a certain income level. In fact, recent studies have found that affluent shoppers do indeed care about saving and are receptive to offers. This is why it is important for companies to incorporate print promotions in their omnichannel marketing strategy.
Connecting People to Your Brand
Coupons are still one of the best ways to build a bridge between your brand and your potential customer. The desire to save money will never wane from people’s minds, and that is why it is so reliable. Shoppers 18 to 25 years old use paper coupons twice as much as other methods. With direct mail, you have an opportunity to target an age range that most would consider unreachable unless using a digital method. However, paper is still strong, and is not ending up in the trash but rather are being redeemed in stores. A Vlassis study found 87% of all consumers use print coupons they receive in the mail. It is clear that mail is still one of the strongest delivering methods for deals and other specials that can get more customers purchasing online or at your brick and mortar locations.
Influencing the Purchase of New Products
Trying to get consumers to try a new product or purchase from a different brand can be a challenge. There are a variety of strategies one can use to influence a shopper’s decision making, but one of the most effective methods has been tied to one’s desire to save money. In a Vlassis survey that targeted specifically affluent shoppers, they found that in their pursuit of savings, a majority are also influenced by coupons to try new products (86 percent) and to choose brands they would not typically buy (80 percent). If you can influence someone with an offer they can’t refuse, you can help your brand increase the sales of new products and set the foundation for new customer relationships.
Incorporating Direct Mail
Providing opportunities for shoppers to save will never go out of style. Consider how effective your marketing strategy is now, and how much more you can improve its performance by adding a direct mail marketing campaign to the fold. Put the coupons right in the hands of the consumer so that you can empower them to make their next purchase without breaking the bank. In doing so, you will build a valuable relationship with new customers while also achieving the goals of new products.