The coupons were among the first ever used as marketing
tools, and no other companies had much success with them for years. In 1909,
C.W. Post of Post Cereals started using coupons to sell breakfast cereal by
offering a 1 cent discount on each box of Grape Nuts, thus contributing to
their widespread adoption. Today, coupon-based sales account for almost $3
billion sales per year in America alone.
Did you know that Coca-Cola, one of the most ubiquitous
products in the world, owes its success to pretty much one thing: free coupons? Asa Candler, a pharmacist who purchased the
formula for the soda in 1887, was known for his innovative marketing techniques
and introduced a free sample coupon (the first of its kind) to the company's
advertising program in 1894.
The coupon entitled its holder to a free glass of
Coca-Cola at his or her local soda fountain, which the company provided by
sending free syrup to soda fountains across the nation. It is estimated that by
the end of the original coupon program, 1894-1913, over 8.5 million free sodas
had been claimed — one in nine Americans had sampled the product.
It's a jaw-dropping statistic, particularly for the time.
In addition to running ads in magazines, Candler mailed the coupons to
"likely consumers," most of who lived in towns where door-to-door
mail service had not yet been established — there was enough buzz around the
free product samples that people went to the post office specifically to pick
up their coupon. By 1895, Candler announced to the company shareholders that
Coca-Cola was being served in every state in the country.