NEWS // New Representation: Tea & Water Pictures


I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

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5 Ways to Build Out Your Coupon Marketing Strategy


92% of consumers use coupons, and 67% have made an unplanned purchase based solely on finding a coupon. Despite their continued importance to several verticals, you can’t use yesterday’s coupon strategy to reach today’s consumers.  We’ll show you five ways to improve your coupon marketing strategy and bolster your current and target audiences.

1. Start with Mobile Coupons

Consumers use their phones constantly when comparing prices and looking for deals; capitalize on this trend by targeting them with mobile coupons. 67% will likely shop with a retailer that offers mobile coupons over those that don’t. Secure customer loyalty with the following tips:

Use Geofencing to your advantage: 65% of US consumers are more likely to shop at retailers who send proximity-triggered mobile coupons. Drive traffic to your stores by targeting customers with personalized and contextually relevant messaging based on their purchase behavior. To increase mobile coupon redemption rates, set the range between your store and coupon recipients to around 32 feet.

Include coupons in your mobile app: Introduce coupons into your mobile app experience to drive more sales volume and increase in-app engagement. Offer exclusive coupons for your app users, and ensure that the app has a built in scanning tool so consumers can scan products to discover in-store offers.

Offer an omnichannel experience: Reach today’s omnichannel shoppers by sending real-time offers based on their purchase history  and activity on your website, email promotions, or mobile app.  Deliver a seamless experience to consumers by making your mobile coupons usable online or in-store. And don’t forget about print: use QR codes in magazines so deal seekers can make online purchases with coupons through your app.

2. Optimize Coupons for Profitability

Creating coupons without learning the proper methodologies can work counterproductively and decrease your returns. Be selective when creating and distributing coupons. Below are some instances where your business will profit from a fine-point and customized approach:

Entice new customers: Offer coupons to new customers to encourage their first purchase. Make coupons visible to potential customers by placing them in your website header, footer, or lightbox. ASOS offers new customers a 15% coupon and places the details at the top of its homepage.


To encourage repeat purchases, consider offering visitors a 5-10% discount, gift card, or some other perk for their next purchase.

Re-engage customers: Use variations of ‘we’ve missed you’ coupons to bring back customers who have stopped purchasing from you due to pricing issues. Before employing this strategy, determine which customers have a good second life and duration probability. In addition, restrict this offer to one coupon per customer and segment the offers based on customer lifetime value.

Reward loyal customers: Acknowledge repeat customers with a rewards program that discounts future purchases. Offer exclusive deals based on your customers’ shopping habits and personal interests. Sephora’s Beauty Insider Loyalty Program, for example, offers Rouge members (customers who spend $1000 a year) 20% off and VIB (Very Important Beauty) members (customers who spend $350 a year) 15% off.

3. Promote Your Coupons

No matter how valuable your coupon is, if consumers can’t find it, they can’t redeem it. Considering that 46% of consumers search multiple places to find coupons, you need to make sure your offerings are easily accessible. A few strategies to get your coupons in front of buyers:

Allocate resources into paid search: Consumers exposed to coupon ads are twice as likely to convert on a retailer site. To get consumers to click on your ads, dangle attractive discounts and highlight the potential savings. Walgreens’s paid search coupon clearly shows consumers what they’ll save:

Review conversion data to find out which keywords are strongest at leading to sales, and use that data to adjust ad copy, refine bid policies, and optimize your keywords.

Partner with coupon websites: Work with outlets that offer value beyond posting coupon codes. As part of your Martech stack, include a tracking platform to see how these websites contribute to a sale.  Create affiliate-only coupons and clearly define discount terms.

Free Standing Insert (FSI): FSIs — unattached promotions found in newspapers or magazines — remain the predominant channel to reach consumers. Use this method to either announce a sale or introduce a product. Place a single offer on a page, including just one CTA.

4. Employ Single-Use Coupons

Instead of standard discounts that customers can reuse multiple times, opt for single-use coupons that allow you to send targeted offers. Two things to keep in mind here:

Offer high-value coupons: Consumers prefer single-use higher value coupons over the lower value varieties they can use multiple times. If highlighting the percentage discount, set a minimum order value. Use analytics to gain a deeper understanding of your customers’ price elasticity, which will identify the ideal offer value for your coupon and help avoid over-discounting.

Take steps to prevent overuse: Block the use of additional coupon copies by including randomized codes and ensuring coupons expire on all channels and devices once they’ve been used. Make discount links available only to customers who have come through the predetermined flow.

5. Track Performance

Tracking and measuring your coupon campaign performance is the only way to know if your strategy is working. Here’s how to conduct your analysis the right way:

Utilize a single platform: Track and manage campaigns using a single platform that offers real-time reporting and tracks customer engagement all the way to redemption. Use advanced analytics to track purchases sparked by coupon use to see how consumers respond to your messaging.

Use unique codes: Place different tracking codes on each coupon to identify individual buying habits and see which types of discounts or benefits drives the best returns. Ensure your coupon codes are simple and work in both uppercase and lowercase characters.

Track relevant metrics: Measure and track coupon campaign performance with metrics such as coupon conversions, ROI, number of coupon downloads, and coupon redemption to measure the effectiveness of your offer. Ideal KPIs are measurable, trackable, and tied to your primary objective.

Coupon marketing can greatly benefit your business if used correctly.  Integrate online and offline data to understand your customers at a deeper level and reach them with the right offer. Consider collaborating with other brands to reach a whole new audience and create a post-purchase program to continue engaging consumers. As a final note: consider a program that allows shoppers to share reviews on purchases with friends, and give them post-purchase rewards such as cash back, points, or more coupons to retain them and make the most out of your deal programs.

Retail Pulse

The post 5 Ways to Build Out Your Coupon Marketing Strategy appeared first on Post Funnel.

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NEWS // New Representation: Tea & Water Pictures


I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

How World Chess Champion, Garry Kasparov Learned To Love AI


It’s safe to say that in 1997, Garry Kasparov wasn’t a fan of AI. His world-renown match with IBM’s chess computer, Deep Blue, marked the first time a chess champion lost to a machine.’s Though Kasparov initially questioned whether Deep Blue was a legitimate competitor, he’s since changed his perspective on AI. In his 2017 book Deep Thinking, he argues that humans have nothing to fear from machine learning. Instead, humans can augment their creative capabilities with machine learning’s data processing achieve better results. Kasparov suggests that he’s learnt a great deal from Deep Blue’s strategy.

More from PostFunnel on AI:
Artificial Intelligence Lends Personal Touch To Travel Experience
Is There a ‘Right’ Time to Adopt Machine Learning Tools?
Bots are Taking Over the Finance Industry’s CRM

Kasparov’s change of heart parallels business’ adoption of machine learning software. Popular culture’s AI-based anxiety stems from fears that machine learning will render human workers obsolete. Though in practice, employees often benefit from machine learning solutions.

When Automation Anywhere surveyed 4,000 employees from AI-augmented businesses, they found the following results:

  • 72% of respondents view AI as a workplace tool, not a technology that replaces them
  • 57% of employees believe productivity would accelerate if they could experiment with other AI tools
  • Businesses that adopt AI see a 28% performance increase and score 33% higher on factors that make the workplace feel “more human”

This isn’t to say that AI doesn’t create challenges for industries—job retraining is essential for adjusting to automation trends—but early research suggests both employees and businesses can use AI as an advantage. Like Kasparov, individuals who once feared that machines would make us obsolete are now discovering their value.

Machine learning makes us stronger

There’s a popular misconception that once AI advances to a certain degree, it’ll outmatch human capabilities. This couldn’t be farther from the truth. Humans play a major role in how we use and implement machine learning systems. What’s more, humans are essential to ensuring AI solutions function as intended.

Let’s use automated language translators as an example. Even if these systems are perfect—which they certainly aren’t—language constantly changes to accommodate new information and cultural nuances. Microsoft’s Jason Lanier noted that Google’s language software still requires human translators who account for new words, phrases, and contextual meanings. Without it, even a perfect AI-based language solution will become outdated.

After the Deep Blue match, Kasparov observed this phenomenon first-hand. While the AI system dethroned a human chess champion, human players eventually made a comeback by leveraging their own AI. Computer algorithms generated effective chess strategies that human players optimized based on their own experience. This scenario repeats itself constantly. When AI surpasses human experts at a given task, the experts learn new skills from the AI.

Automated systems are powerful, yet limited when it comes to creativity and innovation. Machine learning algorithms can calculate millions of trial-and-error scenarios to find an effective strategy, but when an AI encounters a scenario it’s never seen before, it struggles to find a new course of action. That’s where humans come in, lending their intuition and creativity to improve AI models.

What businesses can learn from AI

The principles of AI-augmented chess also apply to automated workplaces. Effective AI solutions don’t automate in a vacuum; they require human directives to refine their models and processes. Ironically, businesses can’t automate without people. What’s more, automation frees up resources that can be reinvested in other fields, such as customer interactions.

The exact implementation model will vary from business to business, but here are some best practices to consider when integrating solutions with your workforce:

Create an internal AI “startup”

There’s a reason tech startups saw impressive gains with machine learning; these businesses are agile by design, which lets them take risks with experimental initiatives. By contrast, established businesses are reluctant to take the leap with AI despite the noted benefits.

One excellent compromise is to build an internal team dedicated to AI research and initiatives. These “startups” will have more freedom to test machine learning platforms and make recommendations to other departments. In turn, the team can take feedback from departments to refine algorithms or test alternative machine learning solutions.

Support employees, not jobs

While employees can adapt to AI, that doesn’t mean their job descriptions will remain static. Over time, oversight roles and non-automated conceptual tasks will replace monotonous work. Businesses can ease employees through this transition in a variety of ways:

  • Offer skill retraining that helps employees make the best use of new machine learning tools
  • Work with employees to create job descriptions that reflect their revised roles
  • Collaborate on objectives that employees can focus on post-automation

Emphasize transparency

When automating any task, there’s a risk of focusing entirely on results and ignoring how it was calculated within the “black box.” As such, it’s becoming increasingly important to have an AI transparency policy that accounts for any government regulations and internal algorithm-related procedures. Beyond the compliance considerations, transparency resonates with many customers and honesty is always a safe bet for brand success.

AI has the potential to revolutionize our workplaces in ways that are difficult to imagine. But the overarching goal shouldn’t be to automate for automation’s sake, it’s to encourage a higher-performing, more effective workplace. Humans will have a crucial part in that role, from assisting with AI integration to augmenting their work with machine learning strategies.

Garry Kasparov learned first-hand that machines can surpass humans in certain tasks. He also learned that machines can make humans more effective than ever before. That dynamic will likely drive business and human development into the 21st Century and beyond.

The guide to advanced customer segmentation

The post How World Chess Champion, Garry Kasparov Learned To Love AI appeared first on Post Funnel.

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Regulation’s Impact on Marketing: A Few Thoughts from PostFunnel Forum, Malta


These past several years ignited a marketing revolution within the gaming industry. In the olden days (circa 2009), operators believed purchasing media amounted to a strong marketing strategy.

But customers became fickler and more hard-won, and we, as marketers, more knowledgeable. Everything from organizational structure, technology, and strategy entered into relationship marketing territory, and the brands that have invested in player-centric approaches have won big time.

In our latest Optimove-sponsored event, we listened intently as leading executives divulged their thoughts, pivots, and ideas about transforming their brand model from strictly acquisition-focused to ultra-personalized relationship marketing.

“Regulation’s Ripple Effect”

Amir Askarov, Co-founder and CEO of BlueRibbon Software, noted that the one-size-fits-all marketing from 20 years ago has no place in today’s market. He also commented on the  lack of regulation which had created chaos: “the market was like a jungle, you could have one license in one place, provide services all around the world without any restrictions on marketing, terms and conditions, the product, etc. It was much easier to run one service and do it all. You didn’t need much segmentation or learn the different markets. It was one size fits all. Since then, everything’s changed with how you can build your content, how you can build your products, what kind of features and what kind of marketing the features need.”

When asking how important data and personalization are for operators, Alina Nesu, Head of Retention at Jackpot Joy, enlightened us on their priorities: “Operators take data and personalization very seriously. It’s a huge part of our retention strategy and [we apply those concepts] in a variety of ways. We use Optimove to make sure we’re sending relevant messaging to customers at the right time for a more cohesive approach to gaming. We try and make sure our branding resonates with our audience, that we’re keeping in touch with the evolving market and profiling, personalization, and localizing data is essential for this. Even the best segmentation won’t be as effective if you don’t have an authentic feel to your content.”

Ciara Nic Liam, Director of Product Marketing at Betsson Group, shared her thoughts on how even big companies can still innovate and follow regulations despite evidence to the contrary: “For years, I’ve heard that [there’s no way to] reinvent Roulette, but things like Lightning Roulette can change the game. It’s not a new market, but it changed the rules of how you play and if you can bring those innovative ideas together, execute it really well, and combine marketing and product together, innovation can happen in many different ways.”

Finally, Carl Ejlertsson, Business Development Director at Red Tiger shared this interesting insight: “Something interesting that happened when the entire B2B market began regulation was that all B2C operators were so busy dealing with compliance issues that there wasn’t much time to focus on new integrations, new suppliers, new content, etc. So, I’m sitting here alongside BlueRibbon today because capitalized on the fact that operators don’t have time to innovate anymore, so we win by innovating for them, making their jobs easier.”

We hope to see you at our next PostFunnel Forum

Special thanks to our panelists and CRM experts who made this such a successful event. We’re looking forward to our upcoming PostFunnel Forums and hope to see many familiar and fresh faces. Until our next event, check out our articles and subscribe to our newsletter, to help us spread the gospel of data-based retention marketing.

Customer marketing challenges and opportunities

The post Regulation’s Impact on Marketing: A Few Thoughts from PostFunnel Forum, Malta appeared first on Post Funnel.

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The Ultimate ‘How-To Playbook’ For Creating A Customer Advocacy Program


Customer Advocacy Is A Must-Have For Today’s Marketing And Sales Execution

The world has shifted 180 degrees in the past 10 years. In 2009, sales still ran the show. Sales reps controlled the sales process, leaking information out to prospects on a “need-to-know” basis. If prospects wanted anything, they had to ask a sales rep.

Fast forward to today, and 90% of the buyer journey is self-serve and controlled by your prospects. Your prospects are only reaching out to you for that last bit of information they can’t get on their own, like cost, delivery and terms. You can ignore this reality or embrace it.

This means that your customers are playing a much bigger role in your prospects’ buyer journeys.

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NEWS // New Representation: Tea & Water Pictures


I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

Use Social Media as the Retention Tool It’s Meant to Be


Customers don’t want to be treated like robots—they want to be treated like humans.

Are you treating your customers like human beings?

If your only customer service interactions take place in real life, you’re missing a huge retention opportunity and ignoring a stark fact about modern life—most contemporary human beings (i.e., your customers) are spending significant amounts of time on their social media accounts (an average of 2 hours and 22 minutes a day—the fall of society is imminent, folks).

If you’re treating your social media account like a mere billboard on which to post product announcements, you’re likely not only damaging your brand, but actively discouraging some of your best customers from remaining so.

More from PostFunnel on social media:
What Do Your Consumers Really Want To See On Your Social Channels?
These Social Media Mistakes Will Cost You Your Clients
Asking the Experts: What Social Media Channel Should You be Focusing on Next?

Who Follows Your Social Media Accounts? Mostly Customers

The average person, assuming a 30-minute commute, 8-hour workday, and eight hours of sleep, spends 20–40% or more of their leisurely awake time each day on social media. If you knew that your customers were spending that much of their free time hanging out in a physical location, you’d want to be there.

And in effect, you are—you’ve got a social media presence, and your customers are actively following you. Some of them even deliberately visit your brand’s page to see what’s going on (instead of waiting for you to pop up in their newsfeed).

Now if this were happening in person, you’d spend as much time as possible talking to them, asking about their experience with the brand, asking about their lives, getting to know their wants and needs, and generally treating them like decent human beings with whom you’d like to form a long-lasting relationship. And if they were complaining, you’d listen to those complaints, respond with empathy and understanding, and work hard to fix the problem and help them feel better.

Some organizations on social media just haven’t figured that out yet.

Poor Engagement Sets the Stage for Poor Retention

Your customers come to your page and they see advertisements disguised as blog posts. They see long explanations of new products or features or services. They rarely see posts that are actually trying to engage them and get them into conversation. Worse, brands put out posts designed to increase engagement (polls, giveaways, and the like), but then don’t follow best engagement practices.

Here’s a scenario: someone votes in a poll and gives carefully considered explanation of why they think the brand should do this or stop doing that, and the brand replies by liking the post (with no comment). Or worse, by commenting back and saying “Thanks for your feedback!” or “Cool!” or “Neat!” or “Wow!” or something equally meaningless.

There’s no actual engagement. There’s no conversation. There’s no attempt to have a real human interaction. That’s because the brand is using social media as an advertising and sales tool when in reality it’s predominantly a retention tool.

Your social media accounts are far and away being followed by existing customers, not leads. This means you should be using this incredible tool to get to know your customers, not to sell them stuff! Your existing customers don’t want to be constantly sold to (and frankly, your prospects don’t want that either). They want that human touch, and they crave it more on social, where the minutiae of nonverbal communication is absent—requiring that brands go over the top with their engagement to show their human side.

If your customers are spending hours on social media and seeing your brand in their feed from time to time but not being interacted with or reached out to in any meaningful way, how do you think they’ll feel about your company? What kind of effect do you think that’s going to have on retention?

Social Media is a Retention Platform Above All Else

Forging a strong relationship with your customers is key to long-term success. In the digital era, every conversation about customer retention should include some mention of social media. If retention specialists and social media managers aren’t talking regularly, you’re gonna have a bad time.

One of the biggest changes retention marketers can implement is to take a hard look at what’s happening on social. Are you using social listening tools to observe what your customers are saying, and responding quickly? Are you monitoring your social accounts 24/7 and reacting quickly to engagement with thoughtful, intelligent, caring comments? Are you trying not just to reply to engagement, but to spark conversations and strengthen existing relationships?

Sit down with the person in charge of social and see how this is lining up with your retention campaigns. When social and retention align, customers start to feel like they’re being treated with dignity and respect, and retention rises. Accomplish this, and you’ll do more than just increase customer retention—you’ll make your customers feel like human beings.

Good luck out there, marketer.

Multi Channel Marketing E-book

The post Use Social Media as the Retention Tool It’s Meant to Be appeared first on Post Funnel.

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What Webinar Assistance Is Available?


Do you have a sneaking suspicion that your business webinars aren’t as good as they could be? Do you sometimes feel overwhelmed, trying to manage your webinar process when other duties are screaming for your time? Do you wish there was a way to improve audience satisfaction and boost the ROI of your webinars?

Call on Ken Molay at Webinar Success. For 15 years, Ken has provided companies with exactly the kind of support you are looking for. Ken has a background in information technology, business marketing, public speaking, and training. He has led development of large-scale commercial software products and was a Director of Product Marketing in a major Silicon Valley technology company. He has crafted and delivered successful and persuasive webinars for decades, and now helps companies achieve that same level of quality in their online presentations.

Webinar Success is a services-only company, independent of any particular web conferencing vendor or product. Some of the most popular services include:

  • Webinar Program Analysis – Full review of your current webinar process with recommendations for improvements in promotion and marketing, materials, participant communications, presentation technique, audio/video quality, audience interaction, and follow up.
  • Presenter Training – Offered for individuals or groups. Topics include vocal skills, pacing, incorporation of demos, use of web conferencing tools, organization and structure, slide design, and audience interaction.
  • Production Support – Scheduling events in your web conferencing system, customizing registration and emails, conducting rehearsals, running reports.
  • Event Moderating – Supporting presenters and attendees, recording the session, making introductions, managing Q&A, launching polls, dealing with technical problems.

Better results are within your reach. Visit the Webinar Success website to learn more.


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