Business News
Brand Coupon Network to Provide Analytics with Cause-Couponing Initiative
Tuesday 16. June 2009 - Brand Coupon Network, LLC (BCN) has contracted with Knowledge Networks/PDI (Promotions Decisions, Inc.), to provide analytic services to gauge online coupon efficiencies.
Appreciating the current economic climate and the decline of newspapers which have long been the conventional distribution medium for FSIs (free standing newspaper coupon inserts), online channels are poised to be successors for couponing and timely candidates for analytics.
Currently the “Digital FSI” is the most prevalent online method of mass distribution providing a variety of offers to a variety of consumers through a variety of portals. www.Coupons.com and www.SmartSource.com employ this online strategy and charge participating brands on a pay-per-print basis. This form of financial consumer engagement is effective in moving product and encouraging trial.
BCN (www.BrandCouponNetwork.com), an online leader in causal marketing couponlogy, offers an innovative alternative which engages consumers emotionally as well as financially. www.CouponsforCauses.org allows consumers to select a cause, download and print out their coupons. Consumers immediately benefit from their coupon savings. Once the coupons are redeemed and cleared, brand sponsors are charged on a per-redemption basis. The media charge for each coupon redeemed is then shared with the cause. Currently Childrens Miracle Network and Feed the Children are partners. Other major national nonprofits are being considered.
BCN has contracted with Knowledge Networks/PDI to analyze the audience reach, incremental sales and ROI of its Coupons for Causes trial program. “Intuitive marketers are turning to the Internet for more effective consumer promotions. Their target demos are online so it only makes sense to see how effectively emotional/financial engagement moves the needle. We are delighted to have a pre-eminent analytic leader like KN/PDI evaluating the program,” stated Dan Abraham, President of BCN.
“The market has been looking for this type of sizzle for some time,” states Bob Kennedy of Cpons.com, an online innovator in golf couponing and a former CPG brand manager. “The success of FSIs is testament to the fact that financial engagement works. And countless fundraisers indicate that emotional engagement certainly works as well. BCNs peanut butter and chocolate approach is brilliant.”
“The uniqueness of Coupons for Causes lies in the fact that consumers can save money while championing their needy causes. Brands and retailers can grow traffic, move products and build loyalty by leveraging this altruistic tie in. Causes benefit from our donations without solicitation. We provide a compelling, timely win/win/win one-of-a-kind opportunity seldom achieved,” stated Dan Abraham, president of BCN.
Coupons for Causes is slated to launch in late summer to capitalize on the massive back-to-school constituency interested in saving money and championing causes.