The Timely Death of the Daily Deal [and the Birth of Everyday, Everywhere, Every Way Deals], A Daily Deal Insider Speaks. Perry Evans, CEO Closely The industry surrounding Daily Deals is rapidly morphing from one-deal-per-day delivered via featured email campaigns into offer exchange networks and live mobile commerce, and loyalty promotion. This talk profiles these changes, and highlights the challenges to merchants, media publishers and consumers within an industry in rapid reconstruction.

1. The Timely Death of the Daily Deal
…and the birth or every day,
everywhere, every way promotion.
Perry Evans
CEO, Closely Inc.
Local Social Summit
London, November 9, 2011

2. The Daily Deal
2010
One deal per day, per metro area, emailed to
you, with a group tipping point.

3. One Year Later
Many deals, various times, across locations via email & mobile.
X X X X X
One deal per day, per metro area, emailed to
you, with a group tipping point.

4. Are we in a revolution?
Are Daily Deals the
center of your future Pfft, no.
marketing spend?

5. Are we in a revolution?
Should you promote yourself
differently for the mobile Of course.
social consumer?

6. Daily Deals represent one
[highly visible] element of
the reinvention of direct
marketing.
and the path towards
yield management.

7. Novelty vs. Novel?
Consumers: Businesses:
• Can finally “price shop” locally. • Love the underlying concept.
• Showing need to be constantly • Hate business model and lack
re-acquired. of control.
• Consumer is empowered, • The most desirable and
no turning back. simplest consumer action.

8. Some Industry Shifts
• Product Patterns
• Distribution
• Merchant Experience
• Consumer Targeting

9. Product Patterns
• Stepping towards yield
management
– Time/date
– Product type/packaging
• Return visits & loyalty
• Smarter, more contextual
promotions

10. Distribution in Rapid Transition
• The Rise of Offer Networks
– Google, Amazon, Yipit, LON, Tippr, …
– Diminishing returns on consumer email
• Food Chain is in Formation
– You Don’t Have to Win with the
Consumer to Play
• Placement Expansion
– Search, Mobile, Maps, Display
– SMB web pages

11. Merchant Experience
• The Noise is Overwhelming
– Revert to major brands and
trusted relationships
– Open to breakthrough products
• Merchant Tools Evolving Quickly
– Redemption
– Tracking & Analytics
• Everyday Promotion Dashboard
– FB, Groupon Now, Twitter intro
SMB to live publishing

12. Consumer Targeting
• Personalization
– Filtering is critical
• Verticalization
– New brands + commerce
for known brands
• Integrate into search &
mobile behavior

13. Industry Shakeout
• Failure of low value clones
• It’s not as easy as it seemed
o Growing cost of email acquisition
o Diminishing action rates
• Merchant loyalty
o Single-product model challenged

14. Implications for Local Media

15. When Shopping Models Shift
HOTELS
• 1990
– The Rack Rate
– Reservations centered
– Agents controlled promotion
• 2010
– Variable pricing
– Time, quantity, duration, auction
– Pre-purchased dominates
– Integral to purchase decision
– Direct-to-customer loyalty

16. Redrawing Promotion Distribution
Media & Commerce Channels Campaigns: Scheduled + Live
Organic Distribution Promotion “SEO/API”
Social Audience Social Marketing
Customer Loyalty & Referral Marketing
Merchant Promotion Content & Dashboard

17. Redrawing Promotion Distribution
Media & Commerce Channels If your business is here.
Organic Distribution
Social Audience
Playing here may be mission
Customer critical.
Merchant

18. Babies can be unattractive, but…