Paul Goodman on Dale and Thomas Popcorn's DVD Inserts
TM: Is the large discount more effective than, say, a $5 gift card?
PG: I think if you'd ask anybody, they'd say, "The bigger the discount you give, the bigger your response would be." Our popcorn is a premium product. It's certainly not an inexpensive gift. And so, the $15 gift card makes it a compelling offer, because our product is a little more expensive than other people's offering. (Editorial note: A Can't Stop Poppin' Medium Gift Tin, offering three flavors in a 2-gallon tin, starts at $39.95.)
TM: What percentage of redemption have you seen on the $15 gift card inserted into Universal DVDs?
PG: We don't share those specific results. But, basically, you can assume that, since we're rolling forward and we're going to be in upwards of 10 million DVDs, it's a good program for us.
TM: Can you estimate Dale and Thomas' level of increased hits, calls and store visits tied directly to the insert?
PG: We really can only tell after they've checked out, if they used one of these gift cards ... Last year, we did get increased traffic, and our overall site conversion rate went up ...
TM: How does it benefit you to know the purchased DVD's name and the store where the Dale and Thomas customer bought the Universal DVD? (It's asked on the back of the gift card.)
PG: One of the things that we want to make sure of is that people actually hang onto these, if they don't use them right away. And so, having people write something down on that card ... gives them the incentive to keep it. ... The minute they put something of themselves into it ... they'll probably put that into a drawer and save it.