Inmar Inc. | April 20, 2012

It's a beautiful ad. There isn't a more perfect offer. And you just ran it as a national FSI drop.

So why not just repurpose it for a magazine placement and an Internet coupon and that direct-to-card program and a direct mail program and on and on and on?

Saves time and money, right?

In theory, yes. But reuse that exact same artwork in multiple places and the ROI could look like one big data blob with confusing and conflicting insights.

Enter the lowly offer code. Much maligned for its unattractiveness and inability to convince the shopper of anything, this simple string of numbers can magically turn your beautiful FSI ad into a stunning magazine ad or a picture-perfect Internet coupon. By the simple change of this code, you can repurpose your promotion in many different media to reach all of the consumer sets you want while giving your database a way to distinguish the responses.

I know it's little technical and a lot mundane. But making an offer code change gives you all of the benefits of repurposing without the embarrassing messed up reporting.

Of course, there's also the little matter of whether you really need to be giving that $1 off offer in all of your media. But that's a subject for another day.