Dashing to the Finish Line - Gift Cards, Coupons and Promos

Recent research shows that the design of your gift cards, coupons and promos can have a startling effect on sales. It turns out people can really respond and become invested in the imagery you use on your promotional materials AND if they love the imagery, they may not redeem them.  As you approach the holiday surge, let’s consider how strategic promo material design can improve your overall sales strategy.

The purpose of a coupon is to get customers in the store and then get them to buy. Based on the above research, make your coupon and promo imagery general and commonplace, nothing special that will capture the hearts of your customer.  Keep the imagery simple. Use general drawings, stock photos or common holiday themes, colors and motifs with easy to read text and focus on the discount to drive customer use.

The same goes for a promo offer to get customers into your store. If you have a special promo, 2 tees for $30 for example, or a free gift with purchase, use a simple image of the tee, or your in-store display, or the free gift. Include the easy to read text with the focus on the promo, again driving customer use.

Bonus Tip – A free gift with purchase, a 2 for, or a bundle can do double duty at the holiday. Use slow movers or non-sellers as part of the promo and you are strategically working your clearance strategy.

Now let’s look at the purpose of a gift card. First, it provides an excellent customer service. It allows your customer the luxury of giving something without making a gifting mistake. From your financial standpoint, the best gift card is one that is not redeemed.  So based on the above research pull out all the stops for your gift card imagery. Make it beautiful, outstanding and unique. Tug on the recipient’s heartstrings. Create something no one wants to part with.
What have you got to lose? If the recipient redeems their gift card, your business has 2 satisfied customers and it is very likely they will become a repeat customers. If the recipient keeps the card, you have 2 satisfied customers and a financial bonus in your books.

Bonus tip – Gift cards don’t have to look and feel like last minute after thoughts. Make your gift cards special with professional quality printed cards. Consider the card stock and envelope quality in addition to the printing. Can you add special processes like metallic or embossing?  Consider offering a luxury experience through the card. Go even further. Provide a box, beautiful gift-wrapping and ribbon.

Approaching your promotional media strategically allows you to focus your customer, provide excellent value and service, build customer loyalty and gain new customers. Design can make the difference.

​Need help?  Contact: Anne Cecil, ONO made in the 191, [email protected]