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Taking the Mystery Out of Measuring Social Promotion Effectiveness

Posted by Michael Biafore on Sep 13, 2016 8:00:00 AM

The Unique Power and Value of Social Promotions

Social Promotions have a special ability to drive trial and loyalty far beyond other types of digital coupons – by combining the activation power of a promotional or coupon offer with a seamless way to share an offer, and presented with a personal recommendation or referral. They leverage relationships and personal good will to spread brand and promotion awareness, to build brand equity, and to strengthen consumer commitment to the product and brand. Well-designed social promotions can also be an incredibly effective way to help initiate a new direct, long-term consumer-brand relationship via email capture. Sharing a promotion isn’t just additional distribution, it’s an offer delivered along with a personal stamp of approval. We see our clients deploying social promotions with extraordinary results for both mass- and niche-market products. For products with small niche markets, or for products that might carry some level of stigma, such as specialized personal care products, social promotions can be an incredibly cost-effective way to identify and reach new customers.

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Michael Biafore

Mike’s career has been defined by a passion for defining, delivering and marketing great products that differentiate great companies. He's driven a culture of data-driven innovation, strong sales growth and a passionate service culture in every role he's held. Mike led multiple teams at Coupons.com, and spent 10 years at Gartner, where he was a leader in technology performance benchmarking, Director of Gartner Financial Services, and VP of Product and Channel Development. Additionally, Mike founded and led the MarketPlace Research Practice at MasterCard Advisors, where his team evaluated new product, distribution and competitive strategies. He later managed a strategic consumer and commercial partner card portfolio for Citi, and was Divisional VP of Gift Card at Sears Holdings Corporation. Mike is a graduate of Wesleyan University, with a Bachelor of Arts in history, and of Albertus Magnus College, with a master’s degree in management.
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Topics: Whitepaper

How to Measure & Compare the Real Distribution Costs of Promotions

Posted by Michael Biafore on Mar 31, 2016 3:47:23 PM

Freestanding Insert (FSI) Distribution Holds On – But How?

Promotions industry executives, and self-declared pundits, often claim that the demise of the printed freestanding insert is imminent, soon to be replaced by digital promotion incentives. Some market data supports this assertion: FSI distribution is stagnating, newspaper home-delivery is dwindling, and FSI redemption rates are declining. According to Inmar’s 2015 Promotion Industry Trends Report, printed free-standing-insert redemption rates in 2015 averaged only 0.39%, or 256 coupons distributed to generate a single in-store conversion – down from 0.58%, or 172 coupons to generate a single redemption in-store in 2010. How can FSI still account for nearly 90% of all coupons distributed?

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Michael Biafore

Mike’s career has been defined by a passion for defining, delivering and marketing great products that differentiate great companies. He's driven a culture of data-driven innovation, strong sales growth and a passionate service culture in every role he's held. Mike led multiple teams at Coupons.com, and spent 10 years at Gartner, where he was a leader in technology performance benchmarking, Director of Gartner Financial Services, and VP of Product and Channel Development. Additionally, Mike founded and led the MarketPlace Research Practice at MasterCard Advisors, where his team evaluated new product, distribution and competitive strategies. He later managed a strategic consumer and commercial partner card portfolio for Citi, and was Divisional VP of Gift Card at Sears Holdings Corporation. Mike is a graduate of Wesleyan University, with a Bachelor of Arts in history, and of Albertus Magnus College, with a master’s degree in management.
Find me on:

Topics: Whitepaper