[Case Study] Honda Mobility Minami-Kanto x Happy Present Coupon | Promotional Measures for Families Capturing Outing Needs
Weekends and long holidays are times when the need for outings among families raising children increases.
Our company issues and distributes the "Happy Present Coupon" to kindergartens and nursery schools in line with weekends and long holidays (spring break, summer break, winter break) when the need for outings among families raising children is high.
This coupon, which we deliver to kindergartens and nursery schools three times a year, sparked an idea for customization and use by companies following a meeting with Honda Mobility Minami-Kanto!
This time, we will introduce the case of Honda Mobility Minami-Kanto, which created an original coupon as a corporate promotional tool by adjusting the coupon content and distribution targets.
Introduction | What is the Happy Present Coupon!?
It is a collective coupon booklet from leisure facilities and companies closely tied to daily life that have sponsored us with the wish that children and their families have a fun long holiday.
*We deliver 450,000 copies to nursery schools and kindergartens across 8 areas nationwide.
The Trigger | Utilizing the Happy Present Coupon as a Corporate Promotional Tool
The trigger was the realization during a meeting with Honda Mobility Minami-Kanto that companies sponsoring the Happy Present Coupon might be a good match for customers visiting Honda dealers, "Honda Cars."
Customers who enjoy outings and driving on a regular basis have many touchpoints with leisure facilities and restaurants, so it is considered that there is a high possibility of coupon utilization.
From this idea, the concept was born of whether the "Happy Present Coupon" for kindergartens and nursery schools could be utilized as a promotional tool for companies.
Benefits | To be Adopted as a Promotional Tool
When actually adopting it as a promotional tool, we organized ideas on how the coupon mechanism could be utilized.
As a result of considering ways to provide benefits that families would appreciate while leading to store visits and promotion of the store network, we thought the following three points would be benefits for companies.
Can provide welcome benefits to family customers
Through special coupons and lottery tickets, you can provide services that families with children will appreciate.Can create a trigger for repeat visits
By attaching a lottery ticket to the coupon, it is possible to lead to repeat visits.Can introduce the dealer's store network
You can convey to customers the peace of mind that they can utilize the dealer's support and store information when going on long trips or traveling.
Ingenuity | Coupons with Numbering as Special Lottery Tickets
Among the benefits, what was particularly important this time was the point of creating a trigger for repeat visits.
The theme was not just handing out coupons to customers who visited the dealer, but creating a "mechanism that makes them want to visit again."
Therefore, we adopted the ingenuity of applying numbering to the cover of the booklet.
By printing a different number for each copy, it serves as a lottery ticket, and it is a mechanism that naturally creates a "trigger to keep it at hand and visit again for the lottery announcement."
From the perspective of "increasing touchpoints with customers," the ability to incorporate participatory fun into the booklet itself is a unique appeal of original coupons.
This is a personal opinion, but lottery tickets really do have a sense of excitement, don't they?
People think, 'I might actually win,' and end up keeping them.😊
The goal was to target this exact psychology to drive results.
Benefits for Sponsoring Companies | Synergistic Effects Through Event Promotion
This initiative involved creating an original promotional coupon for Honda Mobility Minami-Kanto, and the structure, like our Happy Present Coupon, involves sponsorship from the facilities providing the coupons.
For sponsoring companies, the ability to distribute through a new channel is a major benefit.
For example, by introducing information about fireworks events within the coupon booklet, benefits such as increased event attendance and expanded awareness for the sponsoring companies are generated.
Also, because they are handed directly to customers by dealership staff, sponsoring companies can disseminate information through a highly reliable, new channel.
It is a mechanism that provides 'benefits that delight customers' while simultaneously leading to 'promotion and customer acquisition for coupon sponsors.'
Summary
In this article, we introduced our initiative with Honda Mobility Minami-Kanto,
where they utilized the Happy Present Coupon as an original corporate coupon
as a promotional strategy for families that captures outing needs.
For Honda Mobility Minami-Kanto, we provided outing content and production materials for their family customers
For Honda Mobility Minami-Kanto's customers, we provided outing ideas and the joy of going out
For sponsoring companies, we provided customer acquisition from a new demographic
While a win-win mechanism is often difficult to achieve, the key to this success was being able to provide products and services that offered benefits to every company involved.
To all the companies involved, thank you very much!
Conclusion | Providing Value Leveraging a Vast Corporate Network
The original coupon project realized with Honda Mobility Minami-Kanto was only possible because we have a track record of issuing Happy Present Coupons and have built a network with many companies.
While paper media and booklet publishing involve higher costs compared to web-based measures, they have the strength of incorporating experiences and gimmicks unique to physical media.
If you are a promotional manager who has 'tried shifting all promotions to web-based measures but didn't see good results...'
please feel free to consult with us.
We have an extensive track record of visiting and distributing materials to kindergartens and nursery schools, and we specialize in
effective promotions for families and solution-based sales. We support the creation of new customer touchpoints through our history of promotions for various companies and by leveraging the unique characteristics of paper media.
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