new standards and format training creating coupons

New Standards and Format TrainingNew Standards and Format Training

Creating Coupons

Web.com, Confidential

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Creating Coupons – New Standards Training

Module 1 – What makes an effective coupon

Module 2 – A new format for Copywriters

Module 3 – How to design a coupon using the new format

Module 4 – Examples


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Module 1 – What makes an effective coupon?Designing online coupons is not simply an exercise in creativity. A good online coupon campaign can attract new customers, bring back existing customers, and create higher conversion rates for our customers.

Therefore, it is essential to follow good design and copywriting practices in order to maximize the coupon's effectiveness. But what makes an effective online coupon?

The focus group at “The Business Know How” list the following ideas on creating effective coupons for the web:

1)Use bold and specific offers.2)Use your company name and logo on your offers.3)Use effective marketing terms.4)Make effective use of white space.5)Ensure that the offer is highly visible on the website.

Now that we know, let’s break these 5 ideas down into more detail.


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Module 1 – What makes an effective coupon?1) Use Bold and Specific Offers

In order to attract a customer’s attention, a bold and specific statement is needed that doesn’t require much reading. You’ll notice with modern coupons, the ad’s are short and to the point. The offer is the largest part of the coupon and highlighted for all to see clearly without question. Any supplemental information or disclaimer on how to receive the discount is generally placed below the main discount.

Examples:


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Module 1 – What makes an effective coupon?2) Use Your Company Name and Logo on Your Offers

Nothing is more important to a small business then gaining notoriety. They want people to remember their business and return to purchase additional products or services in the future. Coupons can be printed and saved. Therefore, it is imperative for the success of a small business that the company name and branding be clearly identified on their special offers in order to remind the client who to contact in the future.

Examples:


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Module 1 – What makes an effective coupon?3) Use Effective Marketing Terms

Just as colors can effect the thinking of a website visitor, certain words used and captured by the brain additionally can influence a response from the customer. Marketing experts have identified a list of 17 words that quickly capture attention and lead to a greater response. When these words stand out and are used as the main focus of an online coupon, the tendency to use that coupon goes up. Here is a list of the 17 most powerful words in marketing:

Free, now, new, how to, save, guarantee, money, easy, simple, you, proven, love, results, discovery, fast, amazing, and profit.

Granted our customers provide us with their offers, however, if any of these words are used in the offer, we should make an effort to highlight them. We will discuss how soon in this training.


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Module 1 – What makes an effective coupon?4) Make Effective Use of Whitespace

When trying to capture a person’s attention, the point you are trying to convey needs to stand alone and be seen easily with minimal effort. If the coupon’s main offer is lost in a sea of clutter and crammed in a sentence or paragraph of information, it will be easily lost and missed completely. Notice the difference between the coupon’s below. Which offer is more visible?


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Module 1 – What makes an effective coupon?5) Ensure the Offer is Highly Visible on the Website

The same way we want to make sure the coupon stands out with a clear and direct offer that is easily seen and grabs attention, we need to make sure the special offer in it’s entirety stands out and separates itself on the website. If it blends in too much with everything else, no one will notice it. Notice the two examples below and discuss which one stands out better:


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Module 1 – What makes an effective coupon?Now that we have determined what makes an effective coupon or special offer, let’s review some of our current coupons and grade them based on what we just learned:

Hopefully you agree that it’s time to revamp our standards and start creating more effective and modern looking coupons. The rest of this training will explain our new process for coupon creation and explain in detail how to create them as well.


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Module 2 – A new format for Copywriters.In the past, we would write our coupon verbiage as one, long phrase. We would also leave the formatting up to the designer.

Effective immediately, we will be writing coupons in a new format to help the designers make our coupons look like real coupons.


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Module 2 – A new format for Copywriters.The official new format is represented below. Your copy files must represent this new template for coupons and special offers:

Company Name: FOREVER 21Offer: 10% OFFSupplemental Text: With a Minimum Purchase of $20

The next slide will explain what should go in each section. We will use a few of the coupons from a previous slide and revamp them for our new standards.

Note also that the supplemental text will need specific formatting. Temp data many times does not conform to such modern coupon standards. However, we will show you how to phrase them correctly.


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Module 2 – A new format for Copywriters.Offer Text The offer text is simply the actual offer. This must be the most prominent on the coupon so it can grab the customer’s eye immediately.

Examples of Offer Text:Free!25% OffHalf OffBuy One, Get One Free

Supplemental TextThe supplemental text is the finer print that explains how to receive the offer. This will be the bulk of the information that is in Temp Data. You may or may not need to start the supplemental text with one of the following:

Offer Valid with…Receive When…With the Purchase of…Take an Additional…Your Next Purchase…For First Time…


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Module 2 – A new format for Copywriters.Here are some examples of our current coupons and the new format below:

New Format:

Company Name: Mighty Sound StudioOffer: Free!Supplemental Text: Receive 2 Hours Free with Every Purchase of an 8-Hour Session

Company Name: Rye Ridge CleanersOffer: Free!Supplemental Text: Have 3 Sweaters Cleaned, Get the 4th Free

Company Name: Affordable Tub GuyOffer: 10% OffSupplemental Text: Offer Valid for Seniors & Veterans

Company Name: Rockledge Self StorageOffer: $25Supplemental Text: New Customers Receive $25 in Boxes, Moving Supplies, or Locks


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Module 2 – A new format for Copywriters.Notice on the examples below how the discount is what’s most visible. “Save 25%” and “20% Off” are what we consider the “offer”. Those phrases grab the readers attention.

The way to get the discount or offer is explained in the “supplemental text” below it in a smaller font. All of our coupons should reflect this standard.

Offer OfferSupplemental Text Supplemental Text


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Module 2 – A new format for Copywriters.Here are some examples of the new format standards using real temp data:

Temp Data - Print This Coupon To Receive 20% Off Your First Service For Both Interior And Exterior Window Cleaning.Company Name20% Off (Printable)Offer Valid for Your First Interior & Exterior Window Cleaning

Temp Data - Enter the coupon code JAMS and receive 50 cent off each jarCompany Name$.50 Off (Nonprintable)Offer Valid on Each Jar - Enter the Coupon Code (JAMS)

Temp Data - First time customers mention this coupon and receive $10 off of your first haircut!Company Name$10 Off (Printable)Offer Valid on Your First Haircut


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Module 2 – A new format for Copywriters.Examples continued…

Temp Data - buy a t-shirt and hat and get a mug or a hand towel for free.Company NameBuy 1 Get 1 Free! (Printable)Buy a T-Shirt & Receive Your Choice of a Hat, Mug, or Hand Towel for Free

Temp Data - Mention this coupon to get half off one pair of nail clippers with the purchase of 2 nail clippers.Company NameHalf Off (Nonprintable)Receive Half Off 1 Pair of Nail Clippers with the Purchase of 2 Nail Clippers

Temp Data - Print out this coupon to receive 10% discount off your first purchase.Company Name10% Off (Printable)Offer Valid on Your First Purchase


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Module 2 – A new format for Copywriters.Group Workshop. Read the temp data below and provide the info needed for the new standards:

Temp Data - Mention this offer 10% off any full truck load removed from your site.Company Name


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Temp Data - Mention this offer 10% off any full truck load removed from your site.Company Name10% Off (Nonprintable)Offer Valid on Any Full Truck Load


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Temp Data - Enter coupon code 5POEM6 when buying five poems and get a 6th poem freeCompany Name


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Temp Data - Enter coupon code 5POEM6 when buying five poems and get a 6th poem freeCompany NameFree Poem (Nonprintable)Buy 5 Poems, Get the 6th Free - Enter the Coupon Code (5POEM6)


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Temp Data - Mention this coupon and receive 100.00 flat fee for married couples basic tax returnsCompany Name


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Temp Data - Mention this coupon and receive 100.00 flat fee for married couples basic tax returnsCompany Name$100 Flat Fee (Nonprintable)Offer Valid on Tax Preparation Services for Married Couples


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Temp Data - Mention this site for $500.00 off of complete kitchen remodelCompany Name


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Temp Data - Mention this site for $500.00 off of complete kitchen remodelCompany Name$500 Off (Nonprintable)Offer Valid on Your Complete Kitchen Remodel


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Module 3 – How to design a coupon using the new format.Tips for designing effective coupons using the new format.

Building the Brand – The company name and/or logo should always appear on the coupon. It should match the branding that is displayed at the top of the website as closely as possible. When creating your company name treatments, you should consider how it will look on the coupon as well.

It is also important to remember that the company name does not have to appear in the same place on every coupon. Notice the examples below:


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White Space Works – Coupons that have too much text or too many images are often compared to being in a room where everybody is shouting. Coupons should utilize the least amount of text possible to communicate the offer.

Notice the examples below and notice how your eyes are drawn directly to the main offer:


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Font Usage – Always make sure to use text fonts that are clear and easy to read. Never use more than two different font types in your coupon. Use larger and bolder fonts sparingly and only for items that you are trying to emphasize such as the main offer.

If the company has an existing logo with a font that either is hard to read or cannot be duplicated, then the designer should use a clear and basic font to display the offer while still using the logo / company name on the coupon as well. Examples of this are below:


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Using Color – Using colors dramatically increase coupon readership. However, the coupon should match the overall color scheme of the website. All coupons should utilize colors found on the color pallet you are incorporating throughout the site.

Use complimentary colors that stand out when designing your coupon and refer to the color theory training for tips on how to effectively decide what colors to use from your color pallet. Notice below:


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Gaining Inspiration – Creating effective coupons can be difficult. Once you have a color pallet and size for the coupon, you have to decide how it will look. Easier said than done.

One of the best ways to do this is to look online for inspiration. Type in the main keyword phrase along with the word “coupon” into Google and browse the images that pop up. Additionally, in your spare time, look through magazines and the Sunday Newspaper for other examples that you can bring into work and replicate for multiple uses.

The next several slides contain real temp data examples and how we used existing coupons as inspiration to build new special offers that follow the new format and standards.


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Module 4 – ExamplesTemp Data - Print This Coupon To Receive 20% Off Your First Service For Both Interior And Exterior Window Cleaning.Window Doctors20% Off (Printable)Offer Valid for Your First Interior & Exterior Window Cleaning

Our Coupon Inspiration


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Module 4 – Examples Temp Data - First time customers mention this coupon and receive $10 off of your first haircut!Trend Setter Salon$10 Off (Printable)Offer Valid on Your First Haircut



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Module 4 – Examples Temp Data - buy a t-shirt and hat and get a mug or a hand towel for free.Tim’s Tee’s and More!Buy 1 Get 1 Free! (Printable)Buy a T-Shirt & Receive Your Choice of a Hat, Mug, or Hand Towel for Free



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Module 4 – ExamplesTemp Data - Print out this coupon to receive 10% discount off your first purchase.Harlem Shakes10% Off (Printable)Offer Valid on Your First Purchase



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Module 4 – ExamplesTemp Data - Enter coupon code 5POEM6 when buying five poems and get a 6th poem freePotent PotablesFree Poem (Nonprintable)Buy 5 Poems, Get the 6th Free - Enter the Coupon Code (5POEM6)



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Module 4 – ExamplesTemp Data - Print out this coupon to receive 10% discount off your first purchase.Affordable Tub Guy10% Off Offer Valid for Seniors & Veterans

Old Coupon New Coupon Inspiration


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QUESTIONS?

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Documents

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