Once you have decided on the objectives for a campaign you will need to think about
the details of how the campaign will run. You should consider the following points
when planning the campaign:
- Face value of the coupon - You should use lower value coupons to incentivise repeat
purchase and higher values for trial or new product purchases. The coupon value
should reflect the RRP. Getting a coupon value right is essential to a successful
campaign.
- Volume of coupons to issue - The volume of coupons you issue depends largely
on the distribution media you choose and the budget
you have for the campaign. For example, using targeted mailings you could issue
a lower number of coupons than in door-to-door and expect a higher
redemption rate.
- Insurance - Will the campaign be insured against over redemption? If this is
a requirement contact your
handling house prior to coupons being issued.