Coupon Caper

[djdonny]

I just had a client contact me by phone. In January, she booked a May 29 engagement party. She then sees a coupon I've put out in a magazine for free giveaways with booking, a $100 value. Needless to say, she wants to add the free giveaways. She came just short of cursing me out when I explained that the coupon is for new customers with booking only. She even put her mother on the phone who argued that this was not the first time she's hired me for events (whatever that means).

To make matters worse, my pricing had gone up $50 this year from the time she booked, so she would have had to pay $50 more if she booked today. (Which, incidentally, was taken into consideration when I offered to publish the coupon.) I called her back and left a message saying that I would offer a compromise -- I can give her the $100 giveaways package for $50. I'm waiting for her reply.

[DJMC]

This is the reason I don't use coupons anymore, due to the potential problems they can cause.

But I've still got a promotion going in CitySearch "Free Lights with purchase of 5 or more hours" (not valid on Saturdays).

[Jim Casey]

No coupons here anymore.

I think only two were redeemed in the 4 years I tried it.

[djdonny]

Actually, the coupons have been very effective for me. It seems to have prompted people to call.

[DJ Scott]

Okay, so people are calling. One we already know is upset because she booked with you previously.

The questions I have are:
How many of the others who have called are booking?

Are they asking about dates you would have booked anyway or are they inquiring about non-peak dates?

Are they specifically calling because of the coupon or because of name recognition via the ad?

When you placed this ad what were you told was the distribution? What percentage of that distribution is calling you? coupo<span style="color:red">How much per valid lead is that </span><span style="color:red">coupon costing you?</span> How are you tracking the results? Okay, now are you still happy with the coupon?

If yes to the last question then I say great and keep up the good work.

Diana - Scott's prettier half.

[djdonny]

Diana, Wow, 21 questions...

<div class='quotetop'>QUOTE</div><div class='quotemain'>How many of the others who have called are booking? [/b][/quote]
Actually, I have a higher booking percentage lately with the coupon holders than those who don't have one.

<div class='quotetop'>QUOTE</div><div class='quotemain'>Are they asking about dates you would have booked anyway or are they inquiring about non-peak dates?[/b][/quote]
I don't see any relationship there.

<div class='quotetop'>QUOTE</div><div class='quotemain'>Are they specifically calling because of the coupon or because of name recognition via the ad?[/b][/quote]
The name of the magazine is "Clipper" so it is based on having coupons. It has been more effective than other similar mags in the area in which I didn't offer a coupon. Perhaps they've seen my name elsewhere, but they CALL when they see the coupon.

<div class='quotetop'>QUOTE</div><div class='quotemain'>How are you tracking the results?[/b][/quote]
I ask everyone who calls (if I'm not already booked for the date) how they found out about my business.

<div class='quotetop'>QUOTE</div><div class='quotemain'>How much per valid lead is that coupon costing you?[/b][/quote]
I offer the client's choice of one hour OT (after 4 hours min.), a basic lighting package, or a giveaways package. Each offer is valued at $100, but only the giveaways package actually costs me anything (about $75). And these are clients whom, based on the fact that they are coupon shoppers, would probably not have added these options if it cost them the extra $100.

All of that being said, I have found that just about ANY print advertising is overpriced, in comparison to the ROI of internet advertising. So, although it has been my most successful print ad of the last couple of years, I still may devote my entire advertising budget to online advertising starting in July and drop it.