Coupons can be an effective way to induce trial. They can introduce a new product, maintain/ increase market share, attract first-time users and increase brand awareness and switching[1]. A recent study showed that key grocery shoppers in larger, middle-income households are more likely to use coupons[2].

However, there are some serious drawbacks to the practice of couponing. First, coupons decrease top-line revenue by decreasing the amount of money collected by a business through some sort of discount. Continue reading →

The chapter of the American Marketing Association at the University of Utah has invited Serfwerks co-founder, Nate Gibby, to present at its monthly meeting in October. Scheduled for October 21st, the presentation will focus on some of the problems with the traditional marketing process as well as how data-driven marketing solutions can create significantly improved marketing results. The location of the event will be determined