What’s new with FanSaves Why Complimenting Traditional Advertising with Digital Tools is Key by Shannon Ferguson
In our constantly plugged in world, it’s easy to think that we live in an age where every single thing we do or touch is now digital. The funny thing is, while much of our lives are immersed in technolo- gy, there are still many things that remain analog. Paper coupons, direct mailers and many spon- sorship options are some of the things that are playing catch up. While there are apps and digital solutions for these industries, getting consumers to change their buying habits and the way they absorb advertising, needs to become a focus and advertisers need to adapt to these changes as well. Think of it: Your business decides to sponsor the local hockey team and in exchange you get to put an ad in the game-day program. You decide to make this ad a coupon, you hope it will drive more traffic into your store. Days and weeks pass by and finally you get a customer with the coupon, you apply the discount and the person goes on their way. You put the coupon in your till but you
have no idea anything about that person. How old were they? Where were they from? You chalk it up to the fact that you never knew before so why do you need to know now and also, you’re sponsoring the team out of the goodness of your heart so it doesn’t really matter WHO uses the coupon. As a businessperson, it’s your job to KNOW who your customer is andwhile it’s nice todonatemoney
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2020
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