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Introduction To Promotion Codes
- 1. Promo Code Strategy and Tracking
- 2. Promo Code Strategy and Tracking Why do we use promo codes? • To create exclusivity • To avoid giving things away And most importantly... • For tracking!
- 3. Promo Code Strategy and Tracking Where do we use promo codes? Everywhere...
- 4. Promo Code Strategy and Tracking Newsletters:
- 5. Promo Code Strategy and Tracking On CPAP.com: Banners
- 6. Promo Code Strategy and Tracking On CPAP.com: UpSellIt
- 7. Promo Code Strategy and TrackingPromo Code Strategy and Tracking On CPAP.com: Product Pages
- 8. Promo Code Strategy and Tracking Stuffers:
- 9. Promo Code Strategy and Tracking Web Ads:
- 10. Promo Code Strategy and Tracking Discount Types • Most common: free shipping • Flat rate shipping • % Off • $ Off • Buy one, get ____ • Freebies • Combined codes
- 11. Promo Code Strategy and Tracking Selecting Promos • Campaign history • Customer behavior • Time of year • Competitor activity • Manufacturer opportunities • Overstocked
- 12. Promo Code Strategy and Tracking Discount Codes Have to be Regulated • This is why we have a single field • And have so many disclaimers • Remember how we learned how to calculate margins last week? • Which brings us to...
- 13. Promo Code Strategy and Tracking Dynamic Codes
- 14. Promo Code Strategy and Tracking Dynamic Codes • Cannot be used more than once • Usually have the same first three characters • Are created by a developer • More difficult to create
- 15. Promo Code Strategy and Tracking Testing – Removing the Element of Surprise • Front end • Back end • Updates to existing orders • Ensuring codes work as expected • Scenario testing
- 16. Promo Code Strategy and Tracking Tracking: Different Codes • Each campaign is special! • We have to look at individual performance for each promo • Different expiration dates • Combining functions • Different codes could be tracking things as simple as a copy test
- 17. Promo Code Strategy and Tracking Reporting • # of uses • AOV • Total revenue • Total discount • Total ship costs • Total wholesale costs • Total gross margin for all orders • New vs return customer
- 18. Promo Code Strategy and Tracking Giving Away Codes • Affects perceived campaign performance • Can negatively affect margins • Makes future campaigns less appealing
- 19. Promo Code Strategy and Tracking But What About Loyal Customers? • We love our customers • Adjustments can be made • We are working on codes • We want to hear feedback!
- 20. Promo Code Strategy and Tracking If You’re Curious, Just Ask • We’re happy to explain • We know it’s confusing • Let us know what we can do to help • Or let us know if you have ideas!
- 21. Promo Code Strategy and Tracking Coming Soon: • Link in Madcow to existing promos • Will be updated with what code customers can use • Will be kept up to date by marketing
- 22. Let’s Walk Through an Example...
- 23. Promo Code Strategy and Tracking Memorial Day is Coming Up... • We just ran free shipping! • Customers will be traveling • Overstocked on mask wipes • Last year three competitors gave away free luggage tags
- 24. Promo Code Strategy and Tracking What Do We Do? • Competitors always run free shipping, so we will too • Include travel themed products that might appeal to customers more • Promote mask wipes as an add on to move inventory • Check inventory to give away free luggage tags, or one up competitors with a different promotion
- 25. What are Your Thoughts?