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

SoCalAutoSpa

SoCalAutoSpa

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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!


:grouphug:

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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.
 
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.
 
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]
 
The only ones I don't immediately toss are for warranties. I'd pass.
 
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.
 
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.
 
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".
 
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
 
I never look at the back of my receipts, I have no idea what's even there.
 
yeah me too. i feel anyone advertising on the back of a receipt is likely trying to sell me some crap i dont want or need.
 
Tesla said:
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".
Click to expand...

That's not marketing. If you want to grow a business, you can't just say "the ordinary 'Joe' doesn't get detailing so I can't sell it to them," you have to say "I'm going to make it my mission to inform the ordinary 'Joe' what detailing is and convince them that they need it."

It's actually a good idea to target the general public, you just have to make sure the message you send out to them is on-point and presented in a way that gets their attention.
 
Shiny Lil Detlr said:
That's not marketing. If you want to grow a business, you can't just say "the ordinary 'Joe' doesn't get detailing so I can't sell it to them," you have to say "I'm going to make it my mission to inform the ordinary 'Joe' what detailing is and convince them that they need it."

It's actually a good idea to target the general public, you just have to make sure the message you send out to them is on-point and presented in a way that gets their attention.
Click to expand...


That is my mission. To let people know why it is just as important to take care of the exterior/interior of the car just as you would the engine. Tough to do at time, seems as people are fine with driving thru a cheap car wash!
 
SoCalAutoSpa said:
That is my mission. To let people know why it is just as important to take care of the exterior/interior of the car just as you would the engine. Tough to do at time, seems as people are fine with driving thru a cheap car wash!
Click to expand...

Think of it this way: I recently read in a survey that people are keeping their vehicles for on average 5-6 years now. A few years ago, that average was 2-3 years. If someone keeps a vehicle for almost twice as long as they used to and aren't taking care of its appearance, their depreciation will increase faster, meaning it will be worth significantly less at trade-in time.

By having the vehicle reconditioned after 2-3 years (midway through ownership... giving the user back the feel of having bought a new vehicle for less than that new vehicle would have cost them) and/or by having it detailed regularly to maintain it in good condition they slow the depreciation and increase trade-in value.

If you can convince potential customers that by spending their money on detailing services now they'll be coming out ahead compared to the depreciation hit they'd take on an un-maintained vehicle later (in other words, they're saving more than they're spending in the long run) then you're golden. In these economic times especially, that's the kind of message that will really resonate with people.
 
Shiny Lil Detlr said:
If you can convince potential customers that by spending their money on detailing services now they'll be coming out ahead compared to the depreciation hit they'd take on an un-maintained vehicle later then you're golden. In these economic times especially, that's the kind of message that will really resonate with people.
Click to expand...

Exactly. :props:
And your slogan could be "Roll back the years, not the odometer"
 
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