Some brands spend as much as 15 percent of their annual marketing budgets on couponing, most of which goes to paper FSIs (free-standing inserts). That hasn’t changed much in the past few decades, even as digital coupons and other digital methods have captured a growing slice of the total dollar pie. Sure, paper has reach and sometimes does what it’s intended to do – boost foot traffic – but it is costly and inefficient. Brand marketers are “addicted” to sales spikes driven by paper, argues Quotient’s Chris Frericks, who presented at the LEAD Marketing Conference, a virtual conference held on May 10, 2017.

Frericks, who’s a client director based in Quotient’s Cincinnati office, urged brand marketers to focus on efficiency and ROI when weighing digital versus paper promotions. Digital, he pointed out, is now at such scale that it drives steady sales. The session, “The Approach to Promotions that Brands SHOULD Be Taking: A Bold Stance from a Coupon Company,” was produced by the online trade publication CPGmatters and the Shopper Technology Institute. View it below: