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•  Why use digital coupons? •  Advantages of digital coupons for retailers •  How digital coupons work •  Controlling redemption on digital coupons •  Example digital coupon program customer flow •  Determining digital coupon ROI

Signal is an all-in-one marketing platform where businesses can manage: •  Email newsletters •  SMS marketing •  Social media publishing •  Content tools (landing pages, short URLs, QR codes) and promotional

tools (sweepstakes) for building your customer database •  Customer database, including tracking engagement across channels •  Sign up for a free trial at Signalhq.com

About Signal

Why digital coupons?

itsgreg, via Flickr

Consumers want them •  2013 YouGov study found: 65% of

consumers are open to receiving offers on their mobile phones

•  51% of consumers want offers that

provide discounts and are not interested in receiving advertisements that don’t offer any type of discount or offers

% of mobile phone users using coupons

9.5% 13.5% 16.5%

2011 2012 2013 Source: Microsoft Tag study

How do coupons help my bottom line?

They help build your lists! •  Digital coupons can be followed by an

opt-in prompt •  Customers who may otherwise not join

marketing lists will when presented with an opt-in incentive like an immediate coupon

•  Like print coupons, they can be

distributed outside your locations •  They capture data

•  2011 Knowledge Networks study on

digital coupons for CPG found that 46% of digital redeemers were prior non-buyers of the product, compared to 34% for traditional print coupons

lynnfriedman via Flickr

Digital vs. traditional

StockMonkeys via Flickr

How digital trumps print •  Digital coupons attract more new buyers

than print coupons by a margin of 35% (Knowledge Networks)

•  Digital coupon printers are 35% more

likely to have a household income of $75K+ and 17% more likely to have college or advanced degrees (360i)

•  Digital coupons have higher redemption

rates than traditional coupons •  Digital coupon impressions are trackable

•  Digital coupons are often cheaper to

send > cost to send them can be directly related to redemption

Why retailers love digital coupons

Better targeting, lower cost •  People who receive them are already

opted in to your list -- paying to reach them makes more sense

•  Print costs are increasing while

readership dwindles, especially in younger age groups

•  Mobile coupons can be personalized

{{first_name}} and segmented based on any data you collect

•  Mobile coupons work in real-time (90%

of SMS recipients read their text messages within three minutes)

kevinomara via Flickr

How do digital coupons work?

stuckincustoms via Flickr

How people prefer to receive digital coupons

Source: Microsoft Tag

Customers scan a QR code

QR code links to mobile- optimized landing page that contains web coupon

Keeping tabs on coupon & QR code stats

Text to get an in-store coupon

Sample call to action Join our text club! Text KEYWORD to SHORT CODE to receive an immediate $10 off your purchase today. These types of coupons are great if you’re trying to build your SMS list. The first prompt will subscribe them to your SMS list, followed by a post opt-in message that contains your coupon.

How to set up your post opt-in coupon send

PRO TIP: You can also insert a link to a web coupon here by clicking “insert coupon,” but keep in mind only smartphone users will be able to view it.

Email customers a mobile-optimized coupon

… or email a link to a web coupon

Use web coupons to: •  Control view limits and set dynamic expiration dates •  Personalize coupons to the individual •  Track analytics

Send an SMS coupon

3 ways to serve up text coupons: •  Use a non-unique code and include a static expiration

date •  Insert a link to a web coupon •  Use a unique text coupon code that changes for each

recipient

Share coupons via social channels

But how do I control redemption?

chuddlesworth via Flickr

Send individual coupon codes

Upload a database of unique codes Each text you send with the {{coupon.code}} tag will populate with a unique code for the individual.

Set expiration dates

Create view limits

Use timer countdowns

How do we integrate with our POS?

jojakeman via Flickr

Show the cashier

manhat64 via Flickr

Coupon codes online

nycarthur via Flickr

Use unique coupon codes, or a single code that activates a discount.

Scan a barcode

herzogbr via Flickr

Not all POS scanners can scan barcodes displayed on LCD and LED screens. Be sure to TEST YOUR POS before sending out barcodes without a backup code that can be manually entered if not scanned off the phone.

Sample coupon marketing flow

Promotion prompts entry Customer

opts in

Customer receives

immediate coupon

More coupon offers sent

Survey sent asking for

segmentation data

More coupon offers sent

A good “starter” coupon: birthday clubs

clevercupcakes via Flickr

PRO TIP: You can also use this feature to send coupons at any time increment after someone joins your list (one month, 6 weeks, one year)

How do I determine ROI?

amagill via Flickr

How much do digital coupons cost?

jdhancock via Flickr

Start by calculating the monthly cost of your digital coupon software. Your Signal account includes some messaging: •  Text message coupons are

calculated the same as text messages

•  Email coupons are calculated the

same as emails •  Web coupons are just like landing

pages At $99/month, 5,000 SMS messages and 25,000 emails are included. Each additional SMS message is just a penny.

Calculating coupon redemption rate & sales

worldbank via Flickr

Coupon  redemption  rate  (%)  =    

     coupons  redeemed  (#)          coupons  

distributed  (#)      With your coupon software, you’ll know: •  How many coupons were distributed? •  How much did it cost to send the coupon? •  How many people viewed or clicked the

coupon? Your POS tell you: •  How many coupons were redeemed? •  What was the average check total with coupon

redemption?

What kind of redemption rate can I expect?

flowerego via Flickr

 Redemption rate varies by industry and by offer. •  Kwik Trip gets 10-13% redemption on free

offers and 2-3% redemption on 50-cent coupons

•  IHOP got a 10% redemption rate on a free stack of pancakes

•  A 2010 Mobile Commerce Daily case study reported a 40% redemption rate on mobile car wash coupons

Free offers generate higher redemptions. Try internet searches for digital or mobile coupon redemption rate in your industry.

Twitter: @Signal or #GetSignal Facebook: Facebook.com/SignalHQ Blog: Blog.SignalHQ.com Ask our team about your marketing plan: hello@signalhq.com Next webinar: How to manage a social media sweepstakes Wednesday, Sept 11 at 2PM CDT Register: http://sgnl.cm/sweeps