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RedPlum announces print and mobile together create rapid response

Tuesday, May 11, 2010

Press release from the issuing company

Livonia, Mich. - RedPlum , a leading provider of deals and savings on brands consumers want most, announced today that though consumers are more actively engaging with digital media for everyday purchases, traditional media is often what drives it. This blended approach enhances a program's reach and impact by incorporating digital and print in a single promotion. For example, while looking through their coupon booklet or insert, consumers see and respond to an ad asking them to text for a free offer or coupon. Clients have found these innovative campaigns to be successful in engaging consumers, activating response, building brand awareness and driving store traffic and purchase behavior.

In a recent campaign, a leading grocery retailer received more than 11,000 consumer responses within 48 hours to a RedPlum  Shared Mail and Mobile Text4Engagement program. This retailer invited consumers in the RedPlum Shared Mail package to text a request for coupons redeemable at the grocery store for free products. As a result of this campaign, 53% of responders opted for future mobile alerts from the grocer and 43% provided their loyalty card number via text, allowing the retailer to update their contact information. Seventy-three percent of the consumers receiving the free coupons redeemed all three offers, further driving trial and product awareness.

A pizza franchise organization reached out to their customer base via a mail campaign, activating their customers to text for a free product, which led to more than 1,000 new mobile subscribers followed by another outreach for a buy one, get one offer, resulting in 25% redemption.

Similarly, a dog daycare and boarding franchise with more than 110 open locations across the country, engaged consumers in print and online banner ads to enter for a chance to win free Camp for a year via a text campaign. In two months, they gained more than 3,500 entries, effectively growing their mobile and e-mail database.

"The digital landscape is changing at a fast pace based on consumer response, innovative technology and the fact that advertisers are looking to achieve the highest return on their marketing spend in a measurable way," said John Lieblang, President, Valassis Digital Media. "At the same time, traditional media is tried and true so by marrying the two, we are effectively motivating consumers in print to initiate a digital relationship. As consumers look for every way possible to achieve savings, this opens up significant opportunities for marketers who understand the changing media landscape and recognize the growing force of digital."

RedPlum Mobile Solutions have proven successful among consumer packaged goods manufacturers, grocery retailers, local businesses and quick service restaurants by engaging consumers via mobile callouts in print ads. Advertisers are finding these types of campaigns ideal to capture rich data for delivering coupons, samples, sweepstakes entries and loyalty program registration while readily measuring ad response. With 87% of U.S. households having text-enabled cell phones and 40% of users opting in to receive offers directly on their mobile phones, this is a growing media trend embraced by today's tech-savvy consumer.

In addition to mobile, the RedPlum digital portfolio includes its lifestyle and savings site, redplum.com; the RedPlum Network; display advertising; e-mail; and secure coupon distribution via print and download to card or unique ID. The RedPlum Network is the fasting growing online coupon network with nearly 1,000 affiliates.





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