It's not just the cost of a product that is on the customer's mind. Customers like to save money. They know that if they save a dollar, that's another dollar still tucked away in their pocket or bank account. All though there is still a big percentage of shoppers who do not utilize coupons, it certainly brings attention to the customers eyes when they see the possibility of saving a buck or two. Many will even take time to clip out that coupon even if they never end up using it. Coupons help visualize this savings to the customer and it's another way to brand your product or service.

Not only do coupons help bring attention to your business, but it helps track the productivity of your advertising dollars. Many businesses use "promotional codes" to help track their advertising dollars. If you are paying for advertising with various companies or websites, you should use a different promotional code with each advertiser so that you know which companies or websites are helping you produce the best results. This technique can also be used for web-based businesses by creating separate url's for each ad or you can use ad tracking software. Many online shopping carts have the capability of creating unique discount codes, so this is another consideration for tracking your ad campaigns with online coupons. If you have a brick and mortar business, customers will bring in their coupons, and you should be able to identify the source through your promotional code or by creating a distinct difference among the coupons that you create. They can be different colors, different sizes or different coupon specials that you offer. Overall, your goal with coupons should be to get your name out there, brand your products or services, and track your ad campaigns easier.