How to create compelling coupons

Every year, four billion coupons* are issued in the UK, and as economic uncertainty continues, consumers will be even more receptive to instant money-off offers. What's more, data capture and market analysis technology makes coupons much more than a money-off promotion – brands can integrate them into other marketing activities such as direct mail, while all the time gaining greater customer insight.

We talk to coupon experts Richard Ayres and Steven Back at  Valassis UK to discover what makes for a successful coupon campaign, from how to plan and cost a campaign through to minimising the risk of coupon misredemption.

* Source: Brand Republic/P&I October 2008