Tom H. C. Anderson - More Than Market Research

Coupons are an important part of the marketing mix for many CPG companies. Lately though, like with most advertising, this marketing tool also gets lost in the noise. It seems they target a certain type of customer giving them a discount with little benefit elsewhere.

Yesterday we had lunch at California Pizza Kitchen and they did something different, something that can be done with smart advertising, but something I have not witnessed with coupon/promotions before.

With an Ad in a magazine or direct mail piece you can offer customers a chance to come to your website to get something of value for free. You then hopefully get their email and other info and can begin your permission marketing (what Seth Godin writes about in his book Permission Marketing). For a restaurant to get you to come to their website is perhaps somewhat less important.

Yesterday our waitress at California Pizza Kitchen gave us each a coupon envelope after our meal. The coupon/prize envelope expires in one month, and each one is a winner of some sort, and there are several prizes beyond just restaurant food. Importantly, if you open the coupon envelope the coupon is worthless. Upon your next visit to the restaurant the manager must open the coupon envelope in front of you to reveal your prize.

Front of California Pizza Kitchen Coupon Envelope

 
Back of California Pizza Kitchen Coupon Envelope

My wife seemed very curious to find out what the prize is and I admit I’m a bit curious myself. So I guess now we have to go back within the next month (something I probably wouldn’t have done otherwise).

Congratulations to California Pizza kitchen for thinking creatively about a somewhat overlooked promotional tool

-Tom