“I’ve got coupons, so let’s shop there today.” I frequently hear my wife say this. Perhaps it’s the slower economic times we’re in these days, or maybe we’re just becoming bargain-hunters. Regardless, it appears we’ve joined the legions of coupon clippers.
It’s logical to ask whether coupons should be part of a dealer’s marketing program. After all, couponing seems to be seeing record use in retailing. Surveys reveal up to 95% of respondents said they would use coupons, while 73% said they do use coupons several times per month. The question isn’t whether people will look for and use coupons, but how they get them.
The answer varies. Many indicate they still clip them from special sections in newspapers. But the overwhelming majority of respondents indicated they use digital coupons. Moreover, they noted they’ll either search a retailer’s website or search for coupons on their mobile devices.
According to eMarketer, the majority of adult internet users will use digital coupons. And they’ll use coupons for both online and in-store shopping. The big driver is the digital coupon audience using mobile devices.
For marine dealers, the use of coupons could be worth some effort. Sending coupons in newsletters and emails is an option, of course. But given our boating customer base and the fact that they are tech savvy carriers of smartphones and other mobile devices, generating digital coupons will likely fit today’s bill best.
The offers can range from discounts on accessories to special service deals. They can be sent often. And they can take a couple of tacks.
First is the simple discount deal — for example, this coupon gives 15% off this item or that service, etc. Second is a big discount for cash now — in other words, offering a $500 spring detailing for $250 if purchased today.
For every deal, time limits, as well as qualifications, can be set. For a straight discount coupon, the coupon must expire on a set date. For the really big deal, the time to purchase the coupon should be very short, and the coupon must be used by a set date.
With the information technology every dealer has at their disposal, driving more business by offering coupon deals may be a source of additional business and cash flow.
There’s Value In Video
As part of a continuing campaign to attract and retain boaters, a new video in the Marine Industries Association of Southwest Florida & Tampa Bay’s popular “Know Before You Go” series will be released this week.
It’s part of the association’s popular Go Boating Florida website and will be included in the section dubbed “Tips and Info for the Nautical Novice.” The new video, “Launching Your Boat,” brings the total number of helpful videos on the site to eight. These include Boating Safety, Pre-Launch Checklist, Navigation Basics, Marine Manners, Boating Regulations, Owning A Boat and Boaters Guides.
This latest video features Capt. Mark of Ingman Marine, which has four locations from Fort Myers to Sarasota. It covers everything from recommendations for a prelaunch routine to the importance of ramp courtesy to fellow boaters. Overall, the “Know Before You Go” series chalks up thousands of views annually, and many member dealers feature it on showroom video monitors.
