CONSUMER & ADVERTISER COUPONS/DEALS SURVEY SEPTEMBER 27, 2011.
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Transcript of CONSUMER & ADVERTISER COUPONS/DEALS SURVEY SEPTEMBER 27, 2011.
CONSUMER & ADVERTISER
COUPONS/DEALS SURVEY
SE
PT
EM
BE
R 2 7 , 2 0 1 1
Question: 28
Introduction
The following slides represent a sample of results from surveys conducted by Borrell Associates and Presslaff Interactive through local media partners. These data point in the first set of slides represent what people who frequent local media websites think about deals and coupons programs. The last half of the slides feature results from a simultaneous survey that gauged what local advertisers think about these programs.
The full data is available for a fee. Media companies that participated in the survey can also access the specific results from their markets. To access that data, contact Greg Harmon at [email protected] or Michelle
Novak at [email protected].
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
And The Winners Are . . .
Consumer WinnerMasud Warid – Charleston, SC
Advertiser WinnerCarol Kirchner – president of Smart Feet, Savannah, GA
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Consumer Survey Respondent Group
Age
Respondents = 39,040
32%
68%
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
Men Women
Gender
Under 18
18-24 25-34 35-44 45-54 55-64 65-74 75 or older
0%
5%
10%
15%
20%
25%
30%
35%
0%
3%
14%
21%
30%
23%
7%
2%
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Respondent Group
Respondents: Solicited through local media company websites.
Total Number of Consumer Respondents: 39,040
Total participating media properties: 125 properties in 114 markets
Conducted: Via online survey from August 1 – September 9, 2011
Incentive: $500 American Express gift card.
Originating Media Site:Newspaper: 46% of respondentsRadio: 44% of respondents TV: 10% of respondents
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
The Big Aha
Consumers LOVE deals 44% of respondents have signed up for 4 or more email lists 91% said they’re likely to register for other deals sites
Advertisers are getting results, and more may jump in 81% have NOT yet participated in a deals program yet. The average deal brings 86 new customers to a business, and
of those, 20 become higher-value repeat customers
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Coupons…
Coupon Use refers to a free means of saving money on a product or service, versus Deals Certificates that require an upfront payment as a means to saving.
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Coupon Redemption for Past 2 Years
Source question for this chart: “Thinking of the coupons that you have actually redeemed in the last two years, where did you find those coupons?”Respondents = 38,089
0%
20%
40%
60%
80%79% 77%
70% 67% 66%53%
12%0% 0%
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Age Plays a Factor In Coupon Usage
Source question for this chart: “Thinking of the coupons that you have actually redeemed in the last two years, where did you find those coupons?”Respondents = 38,089
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Frequency of Coupon Usage
Once per week
More than once per
week
A few times a month
Once a month Occasionally, but not on a regular basis
Don't know/can't
say
I don't use coupons
0%
5%
10%
15%
20%
25%
30%
35%
40%
22%
38%
18%
6%
14%
1%0%
Source question for this chart: How often do you use coupons? Respondents = 29,594
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Use Coupons To …
Save money on so
mething I u
sually
buy
Try so
mething new
Try so
mething th
at's usu
ally to
o expensiv
e
I don't
use co
upons0%
10%20%30%40%50%60%70%80%90%
100%
98%
64%56%
0%
Source question for this chart: Do you use coupons to… Respondents = 37,924
Good forMarketing!
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Number of Coupon Email Lists Registered
Mean Number 3.6
Source question for this chart: How many different email lists have you signed up for to get coupons, special offers, etc.?Respondents = 33,439
0 1 2 3 4 to 6 7 to 8 9+ Don't know
0%
5%
10%
15%
20%
25%
30%
5%
8%
13%
16%
29%
6%
9%
13%
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Overall Email Registration Average 3.6 Lists
Gender DifferencesAge Differences
Source question for this chart: How many different email lists have you signed up for to get coupons, special offers, etc.?Respondents = 33,439
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Desired Frequency of Coupon Email Alerts
Source question for this chart: How frequently do you prefer that any single source send you an email alerting you to coupon offers? Respondents = 26,382
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Coupon Emails Received On Daily Basis
Source question for this chart: On average, how many coupon emails do you get on a daily basis?Respondents = 33,476
0 1 2 3 4 to 6 7 to 8 9+ Don't know0%
5%
10%
15%
20%
25%
9%
15% 16%17%
22%
4%
6%
12%
Mean Number 3.3
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Desired Frequency of Coupon Email Alerts
Source question for this chart: How frequently do you prefer that any single source send you an email alerting you to coupon offers? Respondents = 26,382
Daily Weekly Monthly Never Other0%
10%
20%
30%
40%
50%
60%
70%
21%
65%
10%
3% 2%
Good forStrategicPlanning!
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Younger/Female Get More Email Coupons
0 1 to 3 4 to 6 7+ Don’t know 0%
10%
20%
30%
40%
50%
60%
7%
45%
24%
14%10%10%
50%
20%
8%
13%
Under 45 Over 45
0 1 to 3 4 to 6 7+ Don’t know 0%
10%
20%
30%
40%
50%
60%
10%
52%
19%
7%
12%
8%
46%
23%
11% 12%
Men Women
Age Differences Gender Differences
Source question for this chart: On average, how many coupon emails do you get on a daily basis?Respondents = 33,476
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Source question for this chart: Have you ever printed and redeemed an online coupon for a local business? Respondents = 37,813
Coupons Redeemed for Local Business
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Seek Online Coupons Before Purchasing
Source question for this chart: When buying a product or service, how frequently do you go online to look for coupons before actually purchasing from a store or business?
Respondents = 19,085
Almost
alw
ays
Regula
rly
Somet
imes
Not ver
y ofte
n
Rarel
y or N
ever
Don't kn
ow
0%
5%
10%
15%
20%
25%
30%25% 25%
29%
9%11%
0%
Good forMarketing!
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Seeking Online Coupons Before Purchase By Demographics
Almost always Sometimes Regularly Not very often Rarely or Never Don't know0%
5%
10%
15%
20%
25%
30%
35%
30%
27% 27%
8%9%
1%
21%
30%
24%
11%
13%
0%
Under 45 Over 45
Source question for this chart: When buying a product or service, how frequently do you go online to look for coupons before actually purchasing from a store or business?
Respondents = 19,085
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Coupon Usage Compared to a Year Ago
Source question for this chart: Compared to a year ago, are you using coupons from any source more/less/the same than you did a year ago? Respondents = 32,291
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Opportunity For New Local Offerings
Source question for this chart: If you found out about a new coupon service offering discounts for local merchants in your area, how likely is it that you would register for it?
Respondents = 32,291
Very likely Somewhat likely Not very likely Not at all likely Don't know0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
50%
41%
4%1%
5%
Good forStrategicPlanning!
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Deals
Deals are the kind of programs that require an upfront purchase of a certificate in order to save money on a product or service.
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Registered for Deals Certificates Sites
Source question for this chart: Which, if any, of the following have you ever registered for in order to purchase a Deals Certificate? Respondents = 38,089
Groupon.c
om
Livin
gSocial
.com
Resta
urant.c
om
Deals
from
the
Survey
Site
Another
loca
l web
site
RedPlu
m.c
om
Google O
ffers
Woot.c
omOth
er
Not Reg
iste
red
0%
10%
20%
30%
40%
50%
60%58%
36%
29%26% 25%
9%6% 5%
9%
28%
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Women Are Into Deals Craze
Groupon.co
m
LivingS
ocial.co
m
Restau
rant.c
om
Sponso
r web
site
Other local
web
site
Google O
ffers
Other
Woot.c
om
RedPlum.co
m
Not Reg
istere
d for D
eals
0%
10%
20%
30%
40%
50%
60%
70%
50%
29%25% 23% 23%
7% 7% 7% 5%
31%
59%
38%
30%26% 25%
5%10%
4%
10%
25%
Men Women
Source question for this chart: Which, if any, of the following have you ever registered for in order to purchase a Deals Certificate? Respondents = 38,089
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Frequency of Checking For Deals
Checking Emails: 7 in 10 check the emails daily
Source question for this chart: How often do you check a website for Deals Certificate offerings? Respondents = 31,136
Checking Website: 2 in 10 check the website daily
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Desired Frequency for Deals Email
Source question for this chart: How frequently do you prefer that any single source send you an email alerting you to Deals Certificate offers? Respondents = 21,103
Daily Weekly Monthly Never Other0%
10%
20%
30%
40%
50%
60%
32%
52%
8%6%
2%
Good forStrategicPlanning!
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Number of Deals Received Daily
Source question for this chart: On average, how many different Deals Certificate emails do you get on a daily basis? Respondents = 31,246
Mean Number 3.3
0 1 2 3 4 to 6 7 to 8 9+ Don't know
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
12%
15%
18%18%
19%
3% 3%
12%
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Purchased Daily Deals Sources
Source question for this chart: Have you ever actually purchased a Deal Certificate from any of the following?Respondents = 30,501
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Impact of Age on Purchase Site
Groupon.co
m
LivingS
ocial.co
m
Restau
rant.c
om
Deals /
Sponso
r Web
site
Other local
web
site
Woot.c
om
RedPlum.co
m
Google O
ffers
Other
Have n
ot purch
ased fr
om 0%
10%
20%
30%
40%
50%
60%
50%
31%
26%
15% 14%
4% 3% 3%
7%
17%
37%
19%22%
15%13%
2% 2% 2%5%
21%
Under 45 Over 45
Source question for this chart: Have you ever actually purchased a Deal Certificate from any of the following?Respondents = 30,501
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Media Source for Deal Purchase
Groupon.co
m
LivingS
ocial.co
m
Restau
rant.c
om
Deals f
rom Sp
onsor W
ebsit
e
Other local
web
site
Other
Woot.c
om
RedPlum.co
m
Google O
ffers
Have n
ot purch
ased fr
om 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
44%
27%
22%
17%
13%
7%
3% 2% 2%
18%
35%
13%
16%
8%
12%
5%
2% 2% 3%
25%
40%
21%
27%
14% 14%
5%3% 2% 2%
18%
Newspaper TV Radio
Source question for this chart: Have you ever actually purchased a Deal Certificate from any of the following?Respondents = 30,501
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Deals Purchased in the Past 6 Months
Mean number 4.4
Source question for this chart: In the last six months, how many Deals Certificates have you purchased, from any deal certificate source? Respondents = 27,682
0 1 2 3 4 5 to 10 11 to 20 21 to 35 36+ Don't know
0%
5%
10%
15%
20%
25%
20%
11%
14% 13%
11%
22%
6%
1%1%
3%
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Factor on Number of Purchased Deals
0 1 to 4 5 to 10 11+ 0%
10%
20%
30%
40%
50%
60%
21%
46%
22%
7%
19%
49%
22%
7%
Men Woman
0 1 to 4 5 to 10 11+ 0%
10%
20%
30%
40%
50%
60%
17%
50%
23%
8%
22%
47%
21%
7%
Under 45 Over 45
Age DifferencesGender Differences
Source question for this chart: In the last six months, how many Deals Certificates have you purchased, from any deal certificate source? Respondents = 27,682
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Purchase Deals Certificates To…
Source question for this chart: Do you purchase Deals Certificates to... Respondents = 27,356
Save money on something I usually
buy
Try something new Try something that's usually too expensive
I don't buy deals cer-tificates
0%
10%
20%
30%
40%
50%
60%
70%
80%74%
57%
50%
14%
Good forMarketing!
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Opportunity for New Daily Deals Site
Source question for this chart: If a new Deals Certificate website was offered in your area, how likely is it that you would register for it? Respondents = 31,398
Very likely Somewhat likely Not Sure Not very likely Not at all likely0%
5%
10%
15%
20%
25%
30%
35%
40%
45%41%
40%
10%
6%
3%
Good forStrategicPlanning!
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Top Deals Categories for Consumers
Source question for this chart: From which type of businesses are you most interested in seeing Coupons or Deals Certificates?Respondents = 39,011
Food
Restaura
nts
Enterta
inment
Clothing
Automotive
Family
Enterta
inment
Weekend geta
ways/Hote
l
Online Sto
res
Electronics
Sporting events
Massa
ge/Spas
Pets se
rvice
s
Home Service
s
Adventure
packages
Fitness
Clubs/Pro
grams
Educational C
lasses
Furn
iture
Medica
l
Photogra
phy
Professi
onal Serv
ices
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 84%82%
61%
55%
49% 48%44%
39% 37% 36%
28%25% 24% 22%
18% 17% 17% 15%
10%6% 4%
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Most Interested Categories
Men WomenDiff
Men:WomenFood 78% 87% -9%
Restaurants 78% 83% -6%
Entertainment 56% 64% -8%
Automotive 53% 47% 6%
Electronics 49% 32% 17%
Sporting events 44% 33% 11%
Clothing 41% 61% -20%
Family Entertainment 41% 50% -9%
Weekend getaways/Hotel 40% 46% -6%
Online Stores 38% 40% -2%
Home Services 21% 26% -5%
Adventure packages 20% 23% -3%
Pets services 18% 28% -9%
Massage/Spas 16% 34% -18%
Furniture 13% 18% -5%
Fitness Clubs/Programs 12% 21% -10%
Medical 11% 17% -6%
Educational Classes 11% 20% -10%
Photography 6% 11% -5%
Professional Services 6% 6% 0%
Other 4% 4% 0%
ADVERTISER RESULTS
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Respondent Group - Advertisers
Respondents: Solicited through local media company client bases
Total Number of Advertiser Respondents: 729
Total participating media properties: 20
Conducted: Via online survey from August 8 – September 9, 2011
Incentive: $500 American Express gift card.
Originating Media Sites:13 Newspaper5 Radio1 TV1 Unclassified
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Advertiser Coupon Usage
Source question for this chart: Are Coupons part of your regular advertising and marketing strategy? Respondents = 729
Distribution Models %
Yes, distributed via mail40%
Yes, distributed in the newspaper39%
Yes, available on social media sites like Facebook and others 37%Yes, I include coupons in my company/store emails 34%Yes, I have coupons available on my company/store website 33%
Yes, on a local media company's website24%
Yes, available on mobile devices (cellphones and smartphones) 21%Yes, through another coupon distribution type not listed here 21%
Yes, on a national coupon service website9%
Respondents290
0%
10%
20%
30%
40%
50%
60%
70%
Yes (all modes) No
63%
37%
ADVERTISER RESULTS
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
New Coupons Offered
Source question for this chart: If Coupons are part of your advertising strategy, how often do you present a new coupon/offer?Respondents = 343
0%
5%
10%
15%
20%
25%
30%
35%
Daily Weekly Monthly Quarterly Once or twice a year
Less than once a year
I don't provide coupons for my business
3%
6%
32%
21%
17%
6%
15%
ADVERTISER RESULTS
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Reasons Coupons Are Used
Source question for this chart: If Coupons are part of your strategy, are they for ... Respondents = 329
0%
5%
10%
15%
20%
25%
30%
Specific items/services
A percentage/savings
off on a specific purchase type
A flat percentage/savings off total purchase
Discount based on specific dollar amount spent
I don't provide coupons
Other
26%24%
21%
18%
7%
4%
ADVERTISER RESULTS
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Coupons and “Deals”
One in five of responding advertisers reported diverting money from other
models into coupons.
Source question for this chart: Have you participated in a "Deal of the Day" or similar program where consumers purchase a
certificate at a discount for your business? Respondents = 731
19% of responding advertisers participated in deal programs
Source question for this chart: Over the last year, have you diverted marketing dollars away from other types of advertising in order to
offer coupons?Respondents = 345
0%
20%
40%
60%
68%
18% 14%
No, 81%
Yes;
19%
ADVERTISER RESULTS
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Deals Programs Used
Woot.com
Red Plum
Amazon Local
Google Offers
Restaurant.com
Other national deals program
LivingSocial.com
Other local deals program
Sponsor Local media deals program
Groupon.com
0% 10% 20% 30% 40% 50% 60%
3%
4%
5%
11%
14%
18%
31%
43%
45%
55%
ADVERTISER RESULTS
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Satisfaction with Daily Deal Sites
Coupon Distributor Very satisfied Somewhat satisfied NET Satisfied
LivingSocial.com 40% 23% 63%
Groupon.com 30% 32% 62%
Other national deals program 16% 40% 56%
Other local deals program 15% 40% 55%
Sponsor Local media deals program 11% 41% 52%
Woot.com 25% 25% 50%
Google Offers 0% 47% 47%
Amazon Local 43% 0% 43%
Restaurant.com 16% 16% 32%
Red Plum 0% 0% 0%
ADVERTISER RESULTS
Good forStrategicPlanning!
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Marketing Strategy Drives Choice
Source question for this chart: What is the main reason you chose the particular Deals program(s) provider you use/used? Respondents = 240
Haven't participated
Revenue share split
Offer structure
Something else
Size of database list
Familiarity with the program
Marketing strategy
0% 5% 10% 15% 20% 25% 30%
28%
5%
7%
9%
12%
12%
26%
ADVERTISER RESULTS
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Measuring Deals Success
Source question for this chart: What factors are most important in evaluating your success using a Deals program? Respondents = 226
0%
5%
10%
15%
20%
25%
30%
35%
Number of new customers
Amount of return business
Spending more than value of
certificate
Number of certificates sold
Not sure Other
34%
25%
15%
12%10%
4%
ADVERTISER RESULTS
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Positive Results….
On Average
How many Deals certificate programs has your business participated in over the last 12 months? 4.9
Among the programs you participated in, how many total Deals certificates were purchased for your business? 191
What percentage of the Deals redeemed spent more than the value of the certificate? 29%
What percentage of the Deals redeemed were new customers? 45%
What percentage of the Deals resulted in customers returning to do more business with you after they redeemed the offer? 22%
Over the last year, have you diverted marketing dollars away from other types of advertising in order to participate in a Deals program? 19%
ADVERTISER RESULTS
Good forMarketing!
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
But, Not All Would Repeat…
Source question for this chart: If you've participated in a Deals program, will you do so again? Respondents = 159
Not sure
No
Yes
0% 10% 20% 30% 40% 50% 60%
37%
14%
48%
ADVERTISER RESULTS
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
The Opportunity
Source question for this chart: What would make you interested in a new or different Deals program? Respondents = 232
I don't have a strong opinion
I don't believe there is room for a new program in the market
I wouldn't participate in another program
Other
Deals revenue share split with local charity
Better sales reps
Better media marketing
Bigger database to send offers to
Better revenue share
0% 5% 10% 15% 20% 25% 30% 35% 40%
18%
13%
11%
9%
2%
5%
24%
26%
38%
ADVERTISER RESULTS
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Advertiser Comments
“Great deal for the customer, great deal for the program that runs it. Not a good deal for me. Customers tend to spend pennies more than the certificate, and many of them are irritated that they have to pay the sales tax and/or that they can't combine it with another in-store special. I don't think that this sort of bargain shopper is my target market.”
ADVERTISER RESULTS
“These "deal programs" can enhance business, if they are not used too much. If used too much they can devalue your product or service. It is a good way to get a "burst" of business then the business must sell itself to get the customer back at regular prices.”
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Observations/Recommendations
Consumers love deals/coupons programs.
A significant percentage of consumers say they use deals to try new products or services
The top 3 categories with the biggest opportunity are universal: Food/Groceries, Restaurants, Entertainment.
Consumers say they prefer weekly emails although they’re getting (and reading) them daily.
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Observations/Recommendations
How do you make your program stand out?• Use the power of your Media marketing• Focus on the look/feel of your email
Leverage the audience for your own benefit:• With all that extra site traffic to the deals/coupons site – are you converting them back
over to your website/publication/station?• Cross promote on the site/in the emails.• Brand your paper/station through these programs
Overwhelming majority of advertisers provide coupons, but have NOT participated in deals program. Get their business with:
• Better revenue split• Bigger database—Get to work on growing it• Better marketing—You can OWN that; it’s something the national programs can’t do
© Borrell Associates Inc. & Presslaff Interactive Revenue Coupons/Deals Survey September 2011. Public use of these slides is allowed as long as copyright credit is included.
Questions?
Contact:
Greg Harmon
Senior Research Analyst
Borrell Associates, Inc
415-566-4348
Michelle Novak
Manager, Client Sales & Service
Presslaff Interactive Revenue
203-857-4277