Marketer Alert: ROP Coupons Redeemed More than FSI Coupons
ROP Coupons Are Best at Getting Consumers to Try New Products or Brands
Published: New York, December 6, 2010
New York – Newspaper National Network LP (NNN) is releasing today a new study entitled “The Seekers – Coupon’s Impact on Shopping Behavior 2010” conducted by M/A/R/C Research, a recognized authority on coupon trends. The study analyzed how different coupon distribution methods impact shopping behavior, and covers newspaper run-of-press coupons (ROP) and other types.
Some Key Findings:
- Newspaper ROP coupons are more effective at getting consumers to try new products, switch brands, or trade up to a more expensive product
- Newspaper ROP coupon users are very heavy coupon users, redeeming almost twice the number of coupons as other types of coupon users
- Newspaper ROP coupons are very brand specific, and are more likely to make shopping lists with specific brand names
- Younger Adults, age 25-34, are more prone than other age groups to use coupons to try new products or switch brands
“If your marketing goal to find new users for your product, or convert users to your brand, then newspaper ROP coupons work best,” said Jason E. Klein, President and CEO of Newspaper National Network LP. “Newspaper ROP coupon users are ‘Seekers’ -- they use a lot of coupons, they are more likely to use them to try new products or brands, and they are more prone to make lists of specific brand purchases before heading to the store.”
Compared with other sources, ROP coupons are most likely to generate trial by new users
ROP Coupon Users are 23% More Likely To Try a Product not Previously Used
| Newspaper ROP Coupon Users | 74% |
| Other Coupon Users | 60% |
ROP Coupon Users 19% More Likely to Try a type of Brand not Previously Used
| Newspaper ROP Coupon Users | 70% |
| Other Coupon Users | 59% |
ROP Coupon Users 55% More Likely to Specify Brand Names on their Shopping Lists
| Newspaper ROP Coupon Users | 34% |
| Other Coupon Users | 22% |
ROP Coupon Users 26% More Likely to Buy an Expensive Product
| Newspaper ROP Coupon Users | 59% |
| Other Coupon Users | 47% |
Source: NNN Coupon Impact on Shopping Behavior Study conducted by M/A/R/C Research, 2010. Base all Respondents. N=520.
Newspaper ROP coupons are redeemed more frequently than the average coupon and significantly more so than FSIs.
Adults 25-34 More Likely than the Norm to Consider Coupons to Try New Products and to Switch or Choose Brands
| (Base: Total Respondents) % Agree Completely (7,6)^ | Total Adults (%) | Ages 25-34 (%) |
|---|---|---|
| Coupons help me try new products | 39 | 53* |
| Having a coupon for a competitor's product might make me switch brands | 28 | 39* |
| Coupons help me choose which brands I buy | 24 | 34 |
^ Based on a 7-pt ratings scale where 7 = Agree Completely and 1 = Disagree Completely
* Indicates significantly higher than noted @ 95% confidence level
235) How much do you agree or disagree with each of the following statements about coupons?
Base: Total Adults (N = 520); Age 25-34 (N = 109)
The study also explores shopping behavior including frequency and patterns, attitudes towards coupon use, the value of coupons to become the tipping point for consumers to switch from store brands to brand name products and usage by product category.
More detailed results are available to www.nnnlp.com and to NNN clients.
Study Background:
M/A/R/C conducted the NNN Coupon Impact on Shopping Behavior study in September 2010 via a web based interview of 520 Adults 25+ who read a daily or Sunday Newspaper, redeemed 1+ coupons in the last 6 months, was a decision maker or influencer for Consumer Packaged Goods products. The sample was reflective of actual coupon usage by gender as reported by MRI (70% female and 30% male).
About NNN
Newspaper National Network LP is private partnership representing virtually all of the newspapers in the United States and the Newspaper Association of America. Established in 1994, NNN’s 25 newspaper company shareholders are: Tribune Co. (TRB), Advance Publications Inc., Gannett Co. Inc. (GCI), The New York Times Co. (NYT), The McClatchy Co. (MNI), Hearst Newspapers, MediaNews Group Inc, The Washington Post Co. (WPO) Philadelphia Media Holdings, Chicago Sun Times, A.H. Belo (AHC), Cox Newspapers, The Seattle Times Co., Minneapolis Star Tribune, Newsday, Journal Sentinel Inc., Freedom, Lee Enterprises (LEE), E.W. Scripps (SSP), The St. Petersburg Times, The Buffalo News, Media General Inc. (MEG), Pittsburgh Post-Gazette and Omaha World-Herald.
Newspaper National Network LP is the primary nationwide sales and marketing network for newspapers, both print and digital, in most national categories of advertising including packaged goods, insurance, general merchandise, pharmaceutical and business products. As the “one-stop point of contact” with national advertisers, NNN is dedicated to strengthening brands, improving effectiveness, reducing costs, and improving advertiser return on investment from national newspaper media campaigns. NNN is headquartered in New York, with offices in Chicago, Los Angeles and San Francisco. More information about NNN can be found at www.nnnlp.com.
About M/A/R/C® Research
M/A/R/C® Research (www.MARCresearch.com) is a custom marketing research firm dedicated to helping clients create, evaluate, and strengthen their brands. Their teams design and execute qualitative and quantitative, traditional and online solutions while adhering to a client-service ethic built on being easy to work with and delivering what is promised.
Their core competency is measuring attitudes and behaviors to accurately explain and predict market share, revenue, and bottom line impact of a client’s actions. M/A/R/C has been successfully designing, executing and analyzing studies to help clients across a range of industries since 1965. They deliver research answers with a business perspective in the language of decision-makers.
M/A/R/C helps their clients address consumer, channel, and B2B marketing issues to launch better products and services, attract and retain valuable customers, and build stronger brands. Their continuum of proven, marketing-issue focused solutions support clients’ brand building efforts.
Their client-service locations are in Dallas, TX (headquarters); Greensboro, NC; Nashville, TN; New York, NY; and St. Louis, MO.
M/A/R/C Research is part of the Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.