Whilst watching an opening episode of Mad Men – we see fictional creative director Don Draper and his team casually solving a brief for a high end department store with slick images and a coupon to drive sales. The modern marketeer (and in this case; the attractive client), were let down by the depth of the campaign strategy.

However, is the coupon making a return to fame? Despite the undeniable importance of an integrated and engaging approach to marketing strategy – the humble promotional coupon has its place.

Whilst reading a recent entry on our corporate blog site, I was informed that consumers are stepping up efforts to save money during the recession by carrying out more searches for online vouchers and discounts than ever before. This is according to new figures from Hitwise, which show that web searches for vouchers have soared by 47.5 per cent in the last year in the UK.

What was most interesting to me was the comment from Hitwise UK research director Robin Goad; “We are seeing the emergence of what our colleagues the Future Foundation call the ‘maximising consumer’,”

“These shoppers don’t necessarily buy the cheapest products or services, but they do spend a lot of time researching online before selecting what to buy and then a bit more time to find the best price or discounts before making a purchase.”

A valid point and one that rings true in Dubai. The nature of the economy and the lifestyle which many have flocked to the Emirate to embrace means that we are looking for an experience that we shouldn’t really be able to afford, at a seemingly affordable price.

In steps the Entertainer Book (for non UAE residents, this is a series of voucher books which cover the majority of eateries from Burger King to Michelin Star restaurants).

It works so well in Dubai. The city is small enough to make it logistically viable, and the concept simple enough for the smallest of outlets with the most basic of marketing strategies take part, yet powerful enough that the global players can’t afford to miss out.

Although the Entertainer has an online presence – with limited offers available only online – beyond this the ‘print-on-demand’ coupon is not as common as you might think.

It would seem like a perfect opportunity for some of the less prevalent brands in the region to make an impact. Utilising simple and tried and tested promotion driven marketing to reach out and drive sales – without having to invest heavily in a complex web solutions.

It’s not groundbreaking, but if embraced could boost the development of the online landscape in the region, and is a very measurable way to track ROI.