Milk company offers printable coupons to customers??
Candia, which manufactures long life milk, is running a campaign offering customers printable coupons via the internet to get money off its products.
The UK company has partnered with Couponstar, a digital marketing and promotions agency, to integrate consumer-printed coupons into its previously more traditional marketing campaigns.
Consumers can print out a voucher worth the full price of a 1 Litre bottle of skimmed, semi-skimmed, or whole UHT milk – worth seventy five pence. Candia says there has so far been a redemption rate of 24.03% on the campaign.
The programme, which was devised in conjunction with marketing consultancy Toucan, will see 40,000 coupons distributed via websites within Couponstar’s network CouponNET.
It is part of a drive by the company to reach new, specifically younger, demographics and encourage stronger brand engagement.
Candia has typically used more traditional methods of marketing to engage with its consumers and reward loyalty, such as door drops and on-pack promotions. However, it has now turned to the increasing competitive advantage offered by the internet.
As Nina Rosi, account director on the Candia account at Toucan, commented: “Following the recent spate of online coupon campaigns where brands have lost control of the circulation or the value of the coupon, the ability to control online interaction without impacting on brand experience was crucial to our decision to work with Couponstar.“
The campaign had two aims. Firstly Candia was looking to further increase the recent rise in positive perceptions of long-life milk in the younger demographics and encourage consumers to trial the brand, and secondly Candia wanted to reward its loyal customer base with a free product.
Rosi commented: “Over recent years perceptions surrounding long-life milk in the UK have shifted dramatically; times and tastes are changing and with consumers actively looking to move to long-life milk we wanted to ensure Candia was at the top of their minds, and a consumer-printable coupon offered us a unique opportunity to meet both these requirements.
Following the completion of the current campaign, Candia and Toucan plan to run more printable-coupon activity in 2009. Rosi said: “We were pleasantly surprised by the number of consumers who chose to go online to receive their coupons and would not hesitate to do so again in future campaigns. The campaign was very effective in delivering a new demographic to the brand and we look forward to developing new campaigns with Couponstar in order to continue to do this.”