As a former Regional Manager for ShopperLocal’s advertising product Register Tape Network (RTN) I would hear time and time again from customers about their success and failures with the program.
The only types of businesses that I had seen any verifiable level of response were restaurants with very good offers such as buy one get one free. Other than that I have not heard of any other business type that had a good certifiable response rate. If you have seen a good response outside of this category please leave a comment below.
Part of the presentation that we used with Register Tape Network was to present the prospective client with referral letters from “successful” advertisers. When you see these letters from the reps selling this advertising take a minute and call the businesses they solicited the letters from. I think you will find a completely different tone from those business owners.
Those letters are often solicited as justification on giving these businesses discounts on renewals after they got limited response. I personally had one instance where this happened and the client challenged their credit card charges on a renewal after giving a referral letter. They cancelled after saying how good the program was!!!
Why would a business renew if they had limited success?
Salesmanship, nothing wrong with being a good salesman. The sales representatives usually convince the business owner that they had the wrong offer running and to try a different offer and give them a free cycle or a deep discount if they give a referral letter.
Typical Advertiser Opinion of Register Tape Advertising
RTN sells advertising on Dollar General register tape. Typically coupons on the back of the receipt. Based on my experience and contacting 100’s of advertisers for renewals the response is very much like the email received below.
I left the company as a selling manager due to the fact that I did not believe in the product and could not in good conscience continue to rep a product that provided very little value. Other delivery locations may of seen a better response but Dollar General demographic did not respond to this type of advertising.