The overall cost of having the coupon program was lower than expected. They must have been able to make cuts elsewhere. And a lot of it is volume driven. They had some nice (market) share gains.
- David Bradley(Okay, turning your prospects` cell phones into ringing spam machines is probably not your idea of cultivating goodwill. And it`s not likely to happen. Unlike e-mail, mobile phones aren`t readily accessible to marketers -- mobile phone privacy is zealously guarded by big carriers like Verizon and Nextel, as well as by law. There`s an opening, however, and smart advertisers are preparing to drive a truck through it. Provided a consumer clearly opts in -- say, by dialing or text-messaging a certain number -- carriers are slowly becoming more or less amenable to letting marketers return a text message, or even an audio or video file, to that consumer`s phone. Mobile phone ads are already big in some parts of Europe and Asia, and it`s just starting to take hold here. McDonald`s and Dunkin` Donuts are among the companies that have beamed coupons to U.S. cell phones, eliciting coupon-redemption rates as high as 17%.) Mobile-phone marketing today is where Internet advertising was in 1996 -- it`s about to take off, ... There are already more mobile phones in use worldwide than televisions and computers put together.
- Michael BakerThe better we can target our promotional dollars, the more effective our marketing. I have three young children. So (the database) says, here`s a guy buying diapers every other week. So let`s offer savings in baby food or wipes. It`s better targeted than a coupon in a newspaper,
- Angelica Sails