Boost sales with coupons and contests

Two time-tested marketing strategies that draw attention.

Editor’s note: The next can be an excerpt from Guerrilla Marketing in thirty days , available from Entrepreneur Press.


As the name guerrilla marketing was conceived in 1980 with the first guerrilla marketing book, there is proof guerrilla marketers way before that. In 1895, C. W. Post, the cereal manufacturer, offered the first money-off coupon ever issued in america. The one-cent off coupon was included with Grape Nuts cereal. By turn of the century standards, this is very guerrilla-ish, and lots of money. Today the utilization of coupons is continuing to grow so much that consumers have saved over $4 billion dollars since coupons were invented. Pretty good for just just a little clipping and redemption. Coupons bring a consumer to a business to invest a lot more than the incentive cost of the coupon. That is the basic idea of using coupons. That’s guerrilla marketing.

When you imagine of coupons, you basically think certificate of redemption. Coupons for guerrillas are used mostly in newspapers and magazines. Sometimes fliers and handbills range from a coupon.

Coupons are viable marketing vehicles for increasing revenue. Couponing is another way to commit visitors to brands that interest them the most. In the spirit of guerrilla marketing, use coupons together with other, supporting marketing. Coupons are best used to make a short-term blip in traffic to a specific establishment, focused around one particular service or product.

The principal idea behind coupons is for an individual to save lots of money. Obviously saving cash can be an opportunity cost to a coupon, which can not have received the business enterprise if it weren’t for the coupon. The lifetime value of this customer is really worth the coupon cost if the client returns to get more products.

Coupon marketing is easily measured, a very important component in virtually any guerrilla program. Seeing who redeemed the coupons, where in fact the user found the coupons, and tracking print coupons can pinpoint what ads, marketing vehicles, and communication will work best. All that’s needed is is using different codes for different placements. This is often printed on the coupon itself or coded online with online codes or website tracking. As more internet technology can be used in marketing, consumers continue steadily to react to value online, aswell. Those coupons, that can be printed on a desktop printer from an online website, add value when you are convenient and easy.

Coupon use is quite prevalent in the grocery market. Shoppers who utilize them consistently pay for a substantial part of their groceries. The same can occur for the purchase of nonretail and nongrocery services or products. Including discounts in packaging or thank-you cards for redemption against your service is one way to own same value to a potential purchaser of your services or products.

Many nongrocery stores publish their own store coupons both online and in newspapers. You can aquire coupons for haircuts, shoes, movies, oil changes, and clothing, to mention a few. Be creative for your services or products. Individuals are used to the coupon craze. Adapting it, in guerrilla fashion, to services and products typically not connected with coupons and the grocery aisle can be an opportunity before all guerrillas.

Guerrilla Hint: Put a printable or downloadable coupon on your own website. Putting a code on that coupon also allows it to be utilized for phone or online purchases.


There is absolutely no free lunch . if you don’t dropped your business card in another of those fishbowls using one of your frequent restaurant visits. Why are restaurants so inclined to always hand out a free of charge lunch and push to get those business cards? The answer is they are guerrilla marketers utilizing their imagination and energy to get your name free. The objective of that fishbowl is to build up names which will be marketed to down the road. This little contest for a free of charge lunch is only a lead generator. As the winners will certainly brag and discuss how great the restaurant is basically because they won a free of charge lunch, word-of-mouth advertising and referrals are possible.

The primary reason for the contest is to assemble entrants. The cost to get these names may be the cost of what the contest winner receives. This price for a targeted, permission-based list is a little investment when compared to potential return. That is the way all guerrilla marketing ought to be.

Contests just work at trade show booths: "Drop by our booth today and enter to win a free of charge Palm Pilot or PDA." All entrants are actually permission-based prospects which will be marketed to following the contest.

Another advantage of contests is they can generate PR.

Guerrilla Hint: Have significantly more than one winner. The more prospects that may spread the word about how exactly you delight customers, the more potential business you will gain. Sometimes restaurants do that if they spot an integral card within their fishbowl of entries. You should, too, in the event that you see hot prospects swimming in your fishbowl.

Today showed you three other guerrilla marketing weapons. Each of them work for the proper business with the proper creativity and the proper implementation. Take today to see if you’re that right business and how these weapons might match your attack.

Contests need not be fancy. They are often publicized; then they will create word-of-mouth buzz.

Everyone loves successful. Making prospects winners can make you a winner to them.

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