How Does Groupon Work? Utilizing Flash Marketing to Grow Your Business
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Transcript of How Does Groupon Work? Utilizing Flash Marketing to Grow Your Business
Utilizing Flash Marketing for SEO
How Does Groupon Work?
© 2014 SEER Interactive | All Rights Reserved page 2page 2
Background on Daily Deal/Flash Sites
• Two Initial Strategies:– Flash Sites – limited availability (lack of
time & lack of service/product/merchandise)• Two days only or 100 dresses maximum
– Group Buying Sites – minimum purchasers for deal to go through and price to pass. • 200 people must buy for $40 price, 300 = $35
• In the past two years - shift towards a flash combination.
© 2014 SEER Interactive | All Rights Reserved page 3page 3
History of Daily Deal Sites 2010
© 2014 SEER Interactive | All Rights Reserved page 4page 4
Early History of Daily Deal Sites
• Gilt Groupe was the first daily deal site founded
• Followed by Living Social (2007) & Groupon (2008)
• Currently: – Groupon owns 50% market share, LS owns 25%– 33% of daily deal sites closed in 2011-2012. – 798 in the Q3 & Q4 of 2011-2012 alone. – CPC Value Jumps - $8 (’10) to $23 (‘12).
© 2014 SEER Interactive | All Rights Reserved page 5page 5
How Does it Work?
• Consumer gives Groupon an email, city & age/gender
• Receives emails with offers for services/products
• Groupon gets a commission & merchant gets last portion of the sale along with new customers.
• Example: Pair of Jeans - $100 retail– Sold @ 50% discount – User pays Groupon $50– Of $50 (you keep 40%) - $20 = 80% discount
• Issue: Businesses can’t handle influx from a Groupon and decide not to continue or go out of business.
© 2014 SEER Interactive | All Rights Reserved page 6page 6
How to Benefit from Daily Deals
• Barter for your cut, payment details, CC fees.• Take control of the scheduling• Provide upsell incentives (belt for those pants)• Set Goal Targets and stick to them
– Max vouchers used, price, combinations with discounts
• Train your client to handle the expected influx• Help retarget customers & build a brand
– Require emails, facebook likes, tweets– Build a social & connected community– Restaurant Survey – Online Discounts– Retarget, Retarget, Retarget – Email marketing,
social, etc
© 2014 SEER Interactive | All Rights Reserved page 7page 7
How Flash Sites Can Compete in 2014
• Serve a niche market and stick to it.
© 2014 SEER Interactive | All Rights Reserved page 8page 8
Think of unique ways to feature clients
• Online Gaming Niche?
© 2014 SEER Interactive | All Rights Reserved page 9page 9
Think of unique ways to feature clients
• Selling online goods (cards, stickers, utilities, etc)
© 2014 SEER Interactive | All Rights Reserved page 10page 10
Think of unique ways to feature clients
• Send version 1.0 to Groupon Goods to prep for 2.0
© 2014 SEER Interactive | All Rights Reserved page 11page 11
Think of unique ways to feature clients
• Team up with other programs!
© 2014 SEER Interactive | All Rights Reserved page 12page 12
Utilize Sites for Grassroots Campaigns
• Living Social ran its first non-profit campaign in 2011 to support the Red Cross in Japan - $2million in donations
© 2014 SEER Interactive | All Rights Reserved page 13page 13
Target Audience for Linking Opportunities
• 2,800 backlinks to this grassroots page.– Download the full
list then perform outreach
– 3.6K backlinks at its peak
• Team up client with a charity or non-profit
• Groupon keeps 0%
• Reach out to those organizations and show a new fundraiser.
© 2014 SEER Interactive | All Rights Reserved page 14page 14
Groupon Gives Too!
• Groupon’s “Big Give” push occurs in late November.
• Both local and national - team up with local charity
• For every $5 donation, we’ll match with our own company.
© 2014 SEER Interactive | All Rights Reserved page 15page 15
Benefits to Daily Deals
• Potential natural link building opportunities– Unlinked mentions can be targeted too.
• Local targeted keywords as well as national– Run in 40 different cities – “jeans in scottsdale”
• GoogleOffers growing steadily (new opp)• Increased referral/direct traffic to site• Ability to re-target new customers afterwards• Increased brand awareness and recognition
© 2014 SEER Interactive | All Rights Reserved page 16page 16
Search Benefits to Daily Deals
• Traffic from Groupon vs. Organic Traffic Study
© 2014 SEER Interactive | All Rights Reserved page 17page 17
Watch Out For….
• Increased traffic which overloads your servers– Downtime onsite which leads to poor UX.
• Difficult Customers – Once they get a deal, customers are
usually not willing to pay more.
• How to retarget customers and increase LTV– This is the key to successful campaigns –
learn how to retarget and bring back those consumers.
• Late Redemptions– Customers forget about deals and want to
redeem late. Draft a plan early to prepare for this.
© 2014 SEER Interactive | All Rights Reserved page 18page 18
Key Takeaways
• Craft a strategy that would work for the client
• Find products/services you can discount• Help clients brand strategy • Provide them with pros & cons – help
execute across multiple teams
• Interesting Personal Stats– – 41% of our daily deal coupons went
unredeemed– 58.23% of our customers engaged in upsell
• With an average upsell value of $44.82
Questions?