Need your opinion on the coupons on the back grocery store receipts.

[SoCalAutoSpa]

I was just approached by Ralph's (Kroger) here in San Diego about running a coupon on the back of the stores receipts. Do people actually use those? And being that I am NOT a drive thru (100% Hand Wash) do you think it can be an effective form of advertising? Most of the samples they showed me were from local gas stations that have a drive thru option.


Any thoughts!

[C. Charles Hahn]

Try doing a survey of your existing customer base and see if the type of people you cater to use those sort of things. We can't tell you what your customers would want as we're not in your area or necessarily targeting the same sort of people you're targeting.

Generally, market research is best done within your market.

[ScubaCougr]

I've never bought anything off the back of a receipt. But that could just be me. Consider:

-Can you target the ad to just recepits in your city? Or is it over a wider area you don't serve? (ie: region, state, chain-wide)
-What's the cost versus the coupon-clipper magazines / Valpack envelopes that everyone gets in their mailbox? (which are also highly targeted)
-What stats can Ralphs provide on the number of eyeballs/people that will see your ad (for comparison against other options)? There's an advertising metric called "cost per thousand" eyeballs that is used to evaluate different forms of advertising you might use to compare.
-And in Ralph's case how is cost-per-thousand defined? Your ad shows up every x feet on the receipt. How long is the 'average' receipt tape. or some such to evaluate the sales pitch you're getting from somebody on commission who has to sell to eat and might be painting an overly rosy picture.

If you like what you see, start small, maybe a month or 2 to see if you get anything. Remember that 2-3 calls for every 100 people who see your ad (2-3% response) is generally considered very successful for direct ads like this.

[SoCalAutoSpa]

Good stuff!


QUOTE=ScubaCougr;373149]I've never bought anything off the back of a receipt. But that could just be me. Consider:

-Can you target the ad to just recepits in your city? Or is it over a wider area you don't serve? (ie: region, state, chain-wide)
-What's the cost versus the coupon-clipper magazines / Valpack envelopes that everyone gets in their mailbox? (which are also highly targeted)
-What stats can Ralphs provide on the number of eyeballs/people that will see your ad (for comparison against other options)? There's an advertising metric called "cost per thousand" eyeballs that is used to evaluate different forms of advertising you might use to compare.
-And in Ralph's case how is cost-per-thousand defined? Your ad shows up every x feet on the receipt. How long is the 'average' receipt tape. or some such to evaluate the sales pitch you're getting from somebody on commission who has to sell to eat and might be painting an overly rosy picture.

If you like what you see, start small, maybe a month or 2 to see if you get anything. Remember that 2-3 calls for every 100 people who see your ad (2-3% response) is generally considered very successful for direct ads like this.[/QUOTE]

[Detail]

The only ones I don't immediately toss are for warranties. I'd pass.

[mpm]

I'd pass also. I've researched them before and found few if any people that look at or use the back of a receipt. Dedicated coupons work much better.

[RTexasF]

If you do it put a discount of some sort to entice. I use these all the time for discounts on haircuts and the like. It should also have an expiration date.

[Tesla]

Car Detailing is such specialized and "niche" market that I think spending your dollars on the "general public" is not the wisest choice at getting new business.

I would rather target areas where you know your bread and butter might lie, places like auto magazines (local for sale types), car shows, website and search engine optimization etc...

I just don't think the ordinary joe "gets" detailing. I work in an office of about 45 employees and haven't found a single co-worker that would ever have their vehicle "detailed".

[sontakke]

Shouldn't this be other way around? If you thought it would increase your sales, *you* would have approached Ralphs. Ralph is coming to you because they think they can make money off you.

If the back of grocery receipt works, they would have too many customers banging at their doors. Ralph would not be approaching you.

- Vikas

[WestEnd]

I never look at the back of my receipts, I have no idea what's even there.