Your campaign got attention. But did it get people to buy?

Many brands today are skilled at building reach. Social media, CRM, influencers and other digital channels make it possible to reach the right audience with the right message. The challenge often arises at the next step. The consumer has seen the campaign, perhaps even clicked or interacted with it – but the path from there to the shelf is still a long one.

This is where there is an opportunity to think in a more purchase-driven way.

A digital coupon can become the concrete link between communication and purchase. The consumer encounters the campaign on social media or in a CRM mailing, for example, collects a relevant offer and then has a clear reason to seek out the product in store. The campaign gets a natural continuation: from traffic to coupon collection, on to redemption and finally purchase.

The important thing is that the coupon doesn’t have to be the starting point of the campaign. Quite the opposite. The starting point should be the behaviour you want to create.

Do you want more people to try a new product? Give consumers a clear reason to take that first step. Do you want to drive multi-buys, repeat purchases or traffic to a particular product?
Design the offer accordingly. When the incentive is shaped around the goal, the coupon becomes a tool within a broader marketing strategy rather than a stand-alone discount.

At Clearon, we increasingly see the line between digital marketing and in-store activation becoming blurred. That’s a positive development. Because when a campaign holds together all the way through, it also becomes easier to create a clear customer journey in which every step brings the consumer closer to the product.

Attention still matters. But it becomes far more valuable when there is also a plan for what the consumer should do next.

Talk to us at Clearon about how you can make your next campaign more purchase-driven.