While two-for-ones, discounts, and enticing coupons may keep your customers buying your products or walking through your doors, let's think about the buying habits you are creating and the damage you may be doing for the long-term equity of your brand.

Once consumers get accustomed to using coupons, two things happen: 1) they start thinking that in all reality, your product/service was overpriced to begin with, and 2) it may be very difficult for you to restore a full-price mentality to your shopper's buying habits once the economy recovers.

So, what is the best way to proceed? Perhaps it is all in the way you present the discount offering. Show your customer that you are offering the discount because we're all in this together. For many local businesses, you will actually be taking on some financial burden yourself in order to make this offer to them. 

Why will you do this? Well, when it comes right down to it, it's because you want to stay in business. But let's remember why you started this business in the first place. It's most likely because you knew you had a product or service that would be of value to your customers. And, if you've stayed true to your vision and to your commitment to your customers, then it most likely is of value.

Whatever marketing route you decide to take, be true to your customers. Be honest. Offer them value. Put them first. And let them know how much you appreciate them. Maybe it's with coupons - maybe it's not.

June Bisel

Partner, BBG&G Advertising & PR

BusinessCardContacts.com

Although it is not a marketing tactic we often recommend at BBG&G, there's no denying that coupons can successfully increase business during tough economic times. Considered 'responsive tactics', coupons are designed to trigger consumers to choose your brand. Coupons and similar cost-saving promotions are also a way to let your customers know that you care about saving them money - and consumers are responding well. 

A customer who walks into a store with a coupon has the full intention of purchasing at least one item. Once they're there, it is up to you to entice them to make multiple purchases. This can be done through strategically displaying your merchandise, through in-store point-of-purchase displays, through excellent customer service, and by simply knowing what is important to your customers -- what do they want? what do they need?  

Dining out is often one of the first luxuries to be cut from the budget when people's pockets are hurting. Ruby Tuesday's, the national restaurant chain, experienced a drop in sales in fiscal 2008.  Using newspaper inserts with coupons, coupled with television commercials and in-store promotions, they are successfully attracting diners to their "two for one" promotions and other cost-saving specials. It's still too early to say for sure, but it seems to be working.

Your small business may not be able to afford full-page newspaper inserts, but there are plenty of local newspapers that offer very affordable advertising rates for small businesses. And, this is a perfect opportunity to integrate the internet into your marketing plan, if you're not already doing so. If you have a company web site, you can offer downloadable printable coupons there. If you don't, or if you want something a bit easier to manage, BusinessCardContacts.com provides paid members a platform to upload coupons and other marketing material for a low annual rate -- and you don't have to be a programmer to use it.

If you're a consumer, and looking for national brand coupons, check out  

http://printable-coupons.blogspot.com/ .

Do you know of any other web sites where businesses can upload coupons, and consumers can download? I know there are a lot out there. What's your favorite?

June Bisel

Partner, BBG&G Advertising & PR

BusinessCardContacts.com