One-quarter of respondents to a survey conducted by Chadwick Martin Bailey said that coupons and discounts were the primary reason they became fans of a brand on Facebook. Another survey, by Morpace, found that 37 percent of Facebook users joined fan pages because they wanted to get coupons and discounts.
This week marked the first time that America’s beloved cookie company Nabisco used a digital coupon on Facebook to offer its roughly 350,000 fans a “buy one, get one free” package of cookies. The most interesting part is the coupon was only available on Facebook.
“It’s important to reach people where they are — and people are increasingly using social media,” Basel Maglaris, associate director of corporate affairs at Nabisco, told The Christian Science Monitor. “It’s a way for us to join the conversation … Online promotions help companies target loyal customers.”
It must be working. As of the time of this post, Nabisco now has 413,412 fans.