The Groupon Action Plan (Do's and Dont's)

7/30/2019 The Groupon Action Plan (Do's and Dont's)

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W t i G l f P M k e t i g

Matt Reagan (Founder& Contributor o GolProMarketing) is very passionate

about teaching others aboutthe passions in his lie. Matt is a PGAProessional who has a very strong marketing

background. On top o being an avidGol Instructor Matt started his own web

development business 2 years ago calledReagan Website Solutions. Matt built andtrained small business owners on how tomaintain a website. His passion or teachingled him to start helping others learn about

marketing and the most cost eective tools,and thus GolPro Marketing was born!

Matt is very active in nding ways to grow thegame o gol in any way he can. He believes

by educating gol proessionals about all thelatest tech and marketing trends it can bevery helpul in accomplishing this eat. Mattunderstands how hard it is to understandall o the modern tools that are availableand how to apply them eectively to grow

your business. GolPro Marketing plans on

growing the into a location where the leadersin the industry can share their marketingand sales tips, and review the products andservices in the gol industry.

“I hp y jy thiatic a it hp ypa a ffctiv Gpcampaig.”Matt Reagan PGA, Founder GolfPro Mark

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Beore you run your Groupon Promotion yshould have a plan in place to ensure tha

are making the maximum “Return on Investpossible. Many businesses don’t make a plabecause Groupon sells it to them as “we willcare o everything or you”. There is no initiainvestment or payment to Groupon or theservice so they just sit back and wait or GroCustomers to start rolling in.

“I you are a Gol Course who thinks that you csurvive on the 75% discounted Greens Fees anCarts rom Groupon Cusotmers by running mu promotions you are setting yoursel up or ail The steps listed on the let are some items yshould consider or plan to get the most outGroupon Promotion. These steps will be exurther ater we dig into some vital inormatshould know about Groupon. We hope you

In forma tion

Ca p ture S ys tem Ho w a re yo u go i n g to ca

p t u re

G ro u po n C u s to me r I n f o r ma t i o n ?

Educa te

A bou t Business

Yo u n eed to f i n d wa ys to ed u ca te

ea c h g ro u po n c u s to me r a bo u t yo u r

p rod u c ts a n d se r v i ces.

Crea te a n E x cellen t Consumer E x perience

To ge t t h e “ Dea l s” Seg me n t to l oo k

pa s t ge t t i n g a d i so u n t, yo u h a ve to

c rea te a re me m b ra b l e e x pe r i e n ce.

De velop Groupon

Cus tomer Sa les Funnel

La s t l y yo u m u s t c rea te a ma

r k e t i n g

p l a n to t u r n t h ese c u s to me rs i n to

re pea t f u l l pa y i n g c u s to me rs. LETS GO!

ACTION PLAN

THEFOREWARD

Groupon is a great example o one o

modern marketing tools that can be u

increase sales. Being the Head Proes

at a semi private acility Matt had theopportunity to use this tool rst hand

question ways to use it more efective



W H a T a r E YO u a bO u T

TO E x p L O r E ?

1. E D uC a T E G r O u pO n E r ’ S a

bO u T YO u r b u SI n E S S & S E r v

IC E S

2. C a p T u r I nG T H E G r O u pO

n C u S TO m E r S I n fO r m a TIO n

3. C r E a TI nG a n E x p E r I E nC E

fO r YO u r G r O u pO n E r S

4. C r E a TI nG a m a r E k TI nG f

u n n E L

GrouPon’sbusIness Model W h a T

I s G r o u P o n ?

n eG e TI v e s o f

u sI nG G r o u P

o nPosIT Iv es of u sIn G Gr ou Pon

c o u P o n b a sIc s“n o T h In Gs e v e r f r e e ”

u n d e r s T a n d

I nG

G r o u Po n e r ’

s

ACTION STEPS THE

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Groupon is a “deal-o-the-day” company tsells coupons or git certicates redeemat partnering businesses. Deals ound o

Groupon are generally only those that oer 50%more o o the retail price. Coupons create incor consumers to either try a product or servicethe rst time, or to revisit the business.

Each Groupon user has an interest prole to ketheir deals personalized. Every morning, thesubscribed user would receive emails o eature

local deals related to their interests. When a gr

is purchased, it is saved under “My Vouchers” reto be redeemed. The consumer can either prin

coupon or bring it up on a mobile device to redat the place o business.

W h a T Is G r o u Po n



Businesses partner with Groupon to run hediscounted promotions. Groupon has dev

a and database o large quantitio buyers to view and purchase relevant deallocal locations. Groupon was established baon the idea o Therea Groupon deal is only “on” ater a predetermnumber o people make the purchase. Unlikmarketing with ads, merchants do not have tan upront ee to run a deal.

Businesses simply ll out the “Run a Deal” oor contact a Groupon Representative to specnecessary inormation beore launching the About a month ater the scheduled period opromotion, the merchant receives a check roGroupon or o the revenue that is generrom the promotion.

mee t w i t h G o o e ese t

t i e

to c e te c s to o e

p l l c h d te

w i t h G o o .

L c h yo o e w i t h G o

o

d w tc h s l es eg i

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Groupon’s business system is built on a lot o valuable oundations. It looks like a win win

or everyone. You do not pay Groupon to run apromotion, but they take 50% o the sales romthe promotion. You have to remember thoughthat the 50% o sales that you receive are comingrom the discounted oer price. This means thatthe customer is getting the promotion at hal o, but you really are only getting 25% o the ull

retail price. I overlooked it can be disastroyour business.

Groupon does oer great tracking tools anmerchant dashboard or you to be able to

track your promotion. They give you all thyou need which is really nice, and it may solike a great deal becuase it costs you nothinrun a promotion, but it does cost you moreyou think.

T c k yo o o t i o

s i g G o o ’s

me h t Too l s D s h -

o d

C s to e s w i l l eg i ed ee

i g t h e g o o o c h e s t

yo s i ess

G o o t k es o d 50 % o e e e o t h e o e s so l d

.

Yo w i l l ece i e c h ec k i t h

e

i l o G o o o t h e o t h e

50 % o s l es d e.



E

C

b

f

D

c to m

r hG o o h s d

t ses o 1000’s

o l oc l es i d e ts i y jo

c i t i es o d t h e wo l d . T h i s

l l o ws yo to t ge t s ec i i c

e d e c h y o te t i

l

c s to e s w h o y h e e

e

h e d o yo s i ess.

v i P t o mGroupon pro v

ides incen ti ves or

vie wers to sa ve mone y b y ge

t ting

o thers to bu y the vouchers.

These ne t work s include:

Facebook •

T wi t ter•

Email•

“Bu y ” as a gi t or riend

•

f Too

Groupon pro vides you wi th all th

tools necessar y to run a com

ple t

promo tion. I t does no t cos t

you

an y thing e x tra or the cus tom

er

redemp tion and track ing too

ls.

£3,550 i c l d i g v

co t $0.00I t cos ts o t h i g

o t to

o o t i o . G o o k es

o i t y t k i g e ce t g

e

o s l es. T h i s l l o ws t h e to o t

c h ge yo o yo o o t i o

.

£8,550 i c l d i g v a T

Q i k P o i tA ter your Gro

upon o fer is

comple te i t onl y tak es abou t

a

mon th to recei ve a check in t

he

mail rom Groupon wi th you

r

percen tage o sales.

G t

s G o po t yo

t i m i t o

ho w m y o h yo m t

o t h o to o m

i.

T h i g t yo p

i i

mo t o .

pos i t i es o s i g

G o o ...

Groupon does have a lot o positives or abusinesses looking to run a campaign based

around the eatures above. Startup businesses

sometimes look at Groupon as the best thingknown to man because o the promotions largereach o local customers and the low cost o running a campaign. However it is essentialto think about all o the other costs that areassociated with the ree promotions.

Don’t Forget theimplicit costs!

lets take a look

at some negativeoF using groupon

“

a

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M t o

P o mo t io

v a t e x p i t io

W h yo p o mo t io o h-

x p i yo t i m t o

t h p o mo t io to yo

t ho to m w ho h

o t m t h G o po ’

.

e x: a Go o m i w i t h

x p i G G

o po

t h t t h y p i $20.00 o . Yo

m t o t h m $20.00 o

o m t h o ig i g

p i.

neg t i es o s i g G o o .

..

a G o po ’

lo y to Yo

b i ........

...o G o po ?

G o o y h e e y l g

e

d t se o o te t i l c s to e

s

i yo e , t yo eed to

t h i k o w h t t y e o c s to e

s

t h ese e l l y e. G o o e ’s

e

i i l y d e o t h e “ De

l s”

seg e t.

So e co o s t te e ts o

t h i s seg e t i c l d e:

“I l l e c k w h e I ge t

•

o t h e G o o !”

“I o w o l y l y go l i I

•

h e G o o ”“ W h e e yo

i g •

yo e t G o o ?”

v y lo w

P o i t M g i

no t o l y d o yo h e to d i sco

t

yo od c t o se i ce y 50

%,

t G o o t k es o d 50 %

o t h e d i sco ted l e s l es

t h t

e ge e ted . L e ts t k e l oo k

t go l co se t h t o e ed

G ee s fees & C t p o o t i o

:

E : $ 40.00 r o d o Go l i s

o e ed o $20.00 o G o o

.

fo e e y G o o t h t i s so l d

,

G o o w i l l k e $10.00 d

yo go l co se w i l l k e

$10.00.

So i e l i t y yo

s i ess o l y k es 25 %

o t h e o i g i l e t i l i ce.

no c to m

I o m t io

P o i

G o o c t es l l t h e

i o t i o o t t h e G o

c s to e s, t o l y o

i d

w i t h es o t h e c so t e

t h e o c h e e s.

T h e y w i l l o t o

yo w i t h E i l s,

a d d esses, p h o e

e tc.

I t i s to yo

to i l d yo c s

se.

DOES IT rEaLLY

ExpIrE?

a

b

C

D



u t i g t h

G o po “ d ” sg m

The Groupon users largest segment is a group

I like to call the “Deals” segment. They need

to be understood to make your action steps

more eective. Although you may sell 1000’s

o vouchers, it does not guarantee you repeat

sales or even that they will purchase other

goods when they redeem the voucher.

The “Deals” segment is a tough croud to

infuence to be loyal to your business. They

value Deals not your business. Seniors are a

perect example o this! They are retired and

very tight with their money. There consumer

habits will be based around a trail o coupons,

promotions, and anything that is discounted.

Why is this important to note?When you start your Groupon Campaignit is important to plan your action steps

accordingly to target this segment. Below

are just a ew ideas and thoughts you should

be considering when setting up your action

steps:

Every item needs to look like a deal•

Must plan a “Stair Step” marketing plan or•

the “Deals” segment

How do I get them to come back without•

using a Groupon?

Need to try twice as hard to make these•

customers loyal

De l s Seg e t

Co s e H

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W h y h a t io P ?

“co po ’ & G i w y ho

h p

Coupon - A voucher entitl

the holder to a discount o

particular product.

Coupon’s are marketing tools that are used

entice customers to purchase your produc

or services because o a specied discoun

some businesses that are highly competet

(product or service can be sold everywheris important to utilize coupons and have p

in place to keep customers coming back to

business.

Grocery stores and pizza places are great

examples o this. There are new deals and

coupons ound in your local newspaper ev

week. It may just look like these are rando

selected, but i you look deeper each o th

coupons are strategically planned and trac

Although you may think that Groupon tak

o everything or you and all your problem

solved because o these new sales and exp

you better think again!

“Gol Courses especially need tostrategically put a marketing plan to get the Deals segment to becom

repeat customers without coupon

ACTION PLAN THE



Groupon does not provide you with custome

contact inormation. You have a much better

chance o getting them to come back to your

business i you can capture their contact

inormation. You can then build a segmented

o Groupon Customers you can develop an em

marketing plan to educate this segment abou

special oers that you are oering.

There are multiple ways that you can request

customers inormation, but the best way or t

segment is to oer them another deal as soon

they arrive at your business. They were alread

comortable enough to give Groupon their

inormation, why would they not give you the

same?

ST E P 1

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You have to be sure to educate every Groupon

customer on your businesses product and

services oering. View each Groupon customer

as someone who has never been at your course.

Beore you run your promotion you should

write down exactly what you would want a new

customer to know i you had a chance to educate

them on your oering. Some o these might

include:

Ater you have thought o this it is up to you

to get creative and nd a way to provide them

with this inormation. When they come in with

a Groupon they already eel like a dierent typeo customer. They will be open to learning about

your acility because they will eel like they

should be or getting sucha good deal.

ST E P 2



This step should be in your day to day bus

opperations anyway but it is worth mentio

The “Deals” segment are not easily persua

become a repeat customer who are going

ull price.

Example:

Think about what would happen i you we

gol course with a 50% o coupon. Lets sa

spend $20.00 on a $40.00 greens ee and a

At the end o your round you evaluate and

the course was not in great shape, the sho

did not make you eel welcome, the snack

was closed when you were hungry, and pl

slow. With a mediocre experience the cusis only going to value you at the 50% o le

They will wait or another coupon beore t

come back.

On the other hand what happens i they c

your course and are greeted by a riendly s

assistant, the course is in great shape, they

asked how the round was, the snack bar h

great ood, and they never waited on a tee

A majority o players will nd the experienmuch more valueable then the 50% rate a

come back and pay ull price to have the s

experience.

ST E P 3

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I you have implemented a plan in place or steps 1-3 you

are now ready to start your marketing plan. I like to call

it a unnel, because you are trying to take a mass amount

o Groupon customers and unnel them into becoming

a ull paying repeat customer. You should have already

captured the customers inormation, educated them

about your business services, and provided a valuable

experience. When you create your Marketing Funnel Plan

you should take a stair step approach to turning them into

ull paying customers.

A good start is to oer them the same deal they got with

the Groupon but do it through your email database that

you captured in Step 1. You are going to make twice as

much on these promotions because Groupon is not taking

their 50% cut.

Ex: A $20 Groupon Voucher will make you a return o $10.00.

A $20 voucher through your database will make you a returno $20.00.

Ater the initial oer you can start to raise the oer slightly, or put a spin on the promotion.

Ex: Raise the price o Greens Fee and Cart but ofer a FREE ball repair tool and bag o tees.

Through this process you should be reminding the customers o other services and specials you are oerin

You become the King o the “Deals” segment when you can sell someone into a ull priced product orservice!

EX: They should be educated about gol lessons, merchandise, memberships, snack bar specials, and everything

between. Remember it needs to look like a deal!

ST E P 4



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“If y hav qtiat y maktictact a w w t t fi ya aw!”

“Contact us if you ara Professional who

thinks they would lik to contribute to the sand help others grow

their business”Matt Reagan PGA, Owner GPM



“Gwig th Gam f Gf thgh Maktig ecati

G o l f P r o M a r k e t i n g . c o

The Groupon Action Plan (Do's and Dont's)

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