Merchant Sales Training<br />Group Buying Platform & Network<br />
Who does what?<br />TIPPR CONFIDENTIAL<br />2<br />Provides technical platform<br />Pays Merchants<br />Customer support<b...
Negotiate offer & sign merchant
Fill out offer Outline</li></ul>That’s it!<br />
The Pitch – Messages that resonate<br />TIPPR CONFIDENTIAL<br />3<br /><ul><li>Promote their business with no up front cost
Merchants share in the revenue – we pay them to advertise
Associates the Miller Deals brand with their quality business
Miller Deals gives them value in exposure the other guys can’t
Promotion vs. discount
Miller Deals consumers are quality customers
Educated with higher incomes
Vouchers … not “coupons”
Consumers are likely to spend MORE than the voucher value, especially if treated well  (They feel like they have “free” mo...
Proven customer acquisition strategy
Limited time promotion encourages new people to try businesses now!
Rewarding existing customers is likely to encourage them to introduce their friends to the business
Businesses receive the e-mails of those who purchase vouchers</li></li></ul><li>Be a consultant – craft the right offer<br...
Priced in line with a business’s typical or average sale
Consumer must truly see this as a “good offer”
Limit restrictions
Leave room for up-sell upon redemption
Keep the offer simple
If business has multiple locations, make sure offer is available at all of them</li></ul>Help the merchant get the word ou...
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Merchant sales training miller deals 03162011

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Merchant sales training miller deals 03162011

  1. 1. Merchant Sales Training<br />Group Buying Platform & Network<br />
  2. 2. Who does what?<br />TIPPR CONFIDENTIAL<br />2<br />Provides technical platform<br />Pays Merchants<br />Customer support<br />Offer scheduling<br /><ul><li>Deliver sales pitch
  3. 3. Negotiate offer & sign merchant
  4. 4. Fill out offer Outline</li></ul>That’s it!<br />
  5. 5. The Pitch – Messages that resonate<br />TIPPR CONFIDENTIAL<br />3<br /><ul><li>Promote their business with no up front cost
  6. 6. Merchants share in the revenue – we pay them to advertise
  7. 7. Associates the Miller Deals brand with their quality business
  8. 8. Miller Deals gives them value in exposure the other guys can’t
  9. 9. Promotion vs. discount
  10. 10. Miller Deals consumers are quality customers
  11. 11. Educated with higher incomes
  12. 12. Vouchers … not “coupons”
  13. 13. Consumers are likely to spend MORE than the voucher value, especially if treated well (They feel like they have “free” money, already)
  14. 14. Proven customer acquisition strategy
  15. 15. Limited time promotion encourages new people to try businesses now!
  16. 16. Rewarding existing customers is likely to encourage them to introduce their friends to the business
  17. 17. Businesses receive the e-mails of those who purchase vouchers</li></li></ul><li>Be a consultant – craft the right offer<br />TIPPR CONFIDENTIAL<br />4<br /><ul><li>Make sure it’s 50% off or more
  18. 18. Priced in line with a business’s typical or average sale
  19. 19. Consumer must truly see this as a “good offer”
  20. 20. Limit restrictions
  21. 21. Leave room for up-sell upon redemption
  22. 22. Keep the offer simple
  23. 23. If business has multiple locations, make sure offer is available at all of them</li></ul>Help the merchant get the word out…<br /><ul><li>Encourage businesses to promote on their own Facebook / Twitter accounts and e-mail lists
  24. 24. Advise them to talk with managers and employees ahead of time</li></li></ul><li>Daily Offer Landscape – Categories and Revenues<br />TIPPR CONFIDENTIAL<br />5<br />
  25. 25. End consumers – who’s buying?<br />TIPPR CONFIDENTIAL<br />6<br /><ul><li>Group buying sites bring in “Quality” Crowd
  26. 26. Women under 35
  27. 27. College graduates
  28. 28. Work full-time & have comfortable incomes
  29. 29. Average offer-a-day user spends about 60% more than the offer’s value
  30. 30. Source: BIA/Kelsey ILM Conference 2010
  31. 31. See full article here:
  32. 32. http://www.netnewscheck.com/article/2010/12/09/7678/deals-sites-bring-quality-crowd-in-the-door</li></li></ul><li>Offer Quality Matrix<br />TIPPR CONFIDENTIAL<br />7<br />
  33. 33. How to predict an offer’s success<br />TIPPR CONFIDENTIAL<br />8<br />ADDRESSABLE MARKET:<br /><ul><li>Businesses that appeal to a wide range of people
  34. 34. Ex: Everybody eats… Almost everybody has a car
  35. 35. Businesses offering consumables, things you’ll want or need again and again</li></ul>BRAND STRENGTH:<br /><ul><li>Is it a business name everybody knows? Is it something / some place locals know and would love to try? </li></ul>LOCALE &/OR LOCATION:<br /><ul><li>Is it somewhere “special” people don’t mind driving to? A “destination” location? Somewhere “special”? A “treat”?
  36. 36. Is it a business with MULTIPLE locations and in people’s 5-10 mile radius of day-to-day life </li></ul>LIMITATIONS & EXCLUSIONS:<br /><ul><li>These kill offers
  37. 37. Keep it simple</li></ul>PRICE POINT & DISCOUNT:<br /><ul><li>These offers MUST be perceived as a VALUE to the consumer
  38. 38. The price point needs to be in line with what people would expect to spend for one or two people or the service offered
  39. 39. Needs to be at least 50% off</li></li></ul><li>Categories that work<br />TIPPR CONFIDENTIAL<br />9<br />Restaurants / Food<br /><ul><li>Pizza places, Sandwich shops, Breakfast/Lunch Cafés, Family or Ethnic Restaurants, Steakhouses
  40. 40. Offer price points
  41. 41. $5 for $10 | $10 for $20 | $25 for $50 | $30 for $60
  42. 42. 9 out of Top 10 offers by quantity sold in December were restaurants
  43. 43. Half of Top 10 offers by revenue generated in December were restaurants/food offers
  44. 44. Great email list builders</li></li></ul><li>Case study – Restaurants<br />TIPPR CONFIDENTIAL<br />10<br />Merchant: Sa-Wad-Dee Thai Restaurant<br />Offer: $12 for $25<br />Sold: 672<br />Gross revenue = $8,064<br />Offer Details:<br /><ul><li>Ran over a weekend
  45. 45. Promotion:
  46. 46. Online
  47. 47. Social media</li></ul>Offer Quality Checklist:<br /><ul><li>Business with consumable
  48. 48. Business with brand strength
  49. 49. Priced appropriately & MORE than 50% off
  50. 50. Few restrictions, customers allowed to purchase more than one
  51. 51. Enticing creative</li></li></ul><li>Case study - Restaurants<br />TIPPR CONFIDENTIAL<br />11<br />Merchant: Koz’s Restaurant<br />Offer: $10 for $20<br />Sold: 620<br />Gross revenue = $6,200<br />Offer Details:<br /><ul><li>Ran on a single day / Thursday before Christmas
  52. 52. Promotion:
  53. 53. On-air
  54. 54. Online
  55. 55. Social media</li></ul>Offer Quality Checklist:<br /><ul><li>Business with local comfort food
  56. 56. Two locations
  57. 57. Business with brand strength
  58. 58. Priced appropriately & 50% off
  59. 59. Few restrictions, customers allowed to purchase more than one</li></li></ul><li>Categories that work - continued<br />TIPPR CONFIDENTIAL<br />12<br />Personal Services<br /><ul><li>Laser hair removal
  60. 60. Facials
  61. 61. General spa services
  62. 62. Massages
  63. 63. Tend to be higher price points</li></ul>Events / Activities<br /><ul><li>Sporting events (if they’re a popular team already)
  64. 64. Rounds of golf (Stay away from lessons)
  65. 65. Vacations
  66. 66. Movies
  67. 67. Price points range from low ($12 for sporting tickets) to high ($99 weekend vacation package)</li></ul>Auto<br /><ul><li>Car Wash
  68. 68. Prices range widely based on offer (Detail? Unlimited pass? Simple wash? SUVs & Trucks?)
  69. 69. Oil Change - $20 for $40
  70. 70. Multiple locations key</li></li></ul><li>Case study – personal services<br />TIPPR CONFIDENTIAL<br />13<br />Merchant: The Youthful Body<br />Offer: $119 for $750 value (84% off)<br />Sold: 104<br />Gross revenue = $12,495<br />Offer Details:<br /><ul><li>Ran over a weekend – 3 day offer
  71. 71. Promotion:
  72. 72. Online
  73. 73. Social media</li></ul>Offer Quality Checklist:<br /><ul><li>Business with consumable
  74. 74. Business with brand strength
  75. 75. Priced appropriately & MORE than 50% off
  76. 76. Few restrictions, customers allowed to purchase more than one
  77. 77. Sexy creative
  78. 78. High price point generated fewer sales but higher revenue</li></li></ul><li>Case study – Events and Activities<br />TIPPR CONFIDENTIAL<br />14<br />Merchant: Portland Public Golf<br />Offer: Half off Foursome $50 for $100 value<br />Sold: 150 (SOLD OUT!)<br />Gross revenue = $7,500<br />Offer Details:<br /><ul><li>Ran for one day on a Monday
  79. 79. Ran a week before Christmas
  80. 80. Promotion:
  81. 81. On-air
  82. 82. Online
  83. 83. Social media</li></ul>Offer Quality Checklist:<br /><ul><li>Addressable market
  84. 84. Business with brand strength
  85. 85. Priced appropriately & 50% off
  86. 86. Few restrictions & good for every day
  87. 87. Redeemable at multiple courses
  88. 88. Good creative</li></li></ul><li>Case study - Vacations<br />TIPPR CONFIDENTIAL<br />15<br />Merchant: Oregon Coast Vacation Rentals<br />Offer: $99 for $200 value on weekend vacation<br />Sold: 63<br />Gross revenue = $6,633<br />Offer Details:<br /><ul><li>Ran for one day on a Monday
  89. 89. Ran two days AFTER Christmas
  90. 90. Promotion:
  91. 91. Online
  92. 92. Social media</li></ul>Offer Quality Checklist:<br /><ul><li>Addressable market
  93. 93. Business with brand strength
  94. 94. Great, unbelievable price & 50% off
  95. 95. Reasonable restrictions
  96. 96. Enticing creative
  97. 97. Multiple vacation location options
  98. 98. Higher price point but generated good revenue</li></li></ul><li>Case study – Events and Activities<br />TIPPR CONFIDENTIAL<br />16<br />Merchant: Angelika Theaters<br />Offer: $5 for $10 to Angelika Theaters in Dallas and Plano<br />Sold: 1724<br />Gross revenue = $8,620<br />Offer Details:<br /><ul><li>Ran for two days – a Monday-Tuesday
  99. 99. Promotion:
  100. 100. Online
  101. 101. Social media</li></ul>Offer Quality Checklist:<br /><ul><li>Addressable market
  102. 102. Business with brand strength
  103. 103. Priced appropriately & 50% off
  104. 104. Few restrictions & good for every day
  105. 105. Two locations
  106. 106. Good creative</li></ul>NOTE: This merchant renewed to run again<br />
  107. 107. Case study - Automotive<br />TIPPR CONFIDENTIAL<br />17<br />
  108. 108. Case study - Automotive<br />TIPPR CONFIDENTIAL<br />18<br />Offer Details:<br /><ul><li>Ran over a weekend – 3 day offer(s)
  109. 109. All three offers ran simultaneously
  110. 110. Special sent via email to merchant’s list
  111. 111. Promoted on social media</li></ul>Offer Quality Checklist:<br /><ul><li>Business with addressable market
  112. 112. Business with brand strength
  113. 113. Business with multiple locations
  114. 114. Priced appropriately & different price tier offerings & MORE than 50% off
  115. 115. Few restrictions, customers allowed to purchase more than one</li></ul>Merchant: Lone Star Car Wash <br />Sold: 427<br />Gross Revenue = $19,490<br />Three Offers<br /><ul><li>$66 for 12-month Unlimited Pass ($200 value)
  116. 116. 197 sold
  117. 117. $13,002 gross revenue
  118. 118. $36 for 3-month Super Shine Unlimited Pass ($108 value)
  119. 119. 118 sold
  120. 120. $4248 gross revenue
  121. 121. $20 for 3-month Unlimited Car Wash Pass ($60 value)
  122. 122. 112 sold
  123. 123. $2240 gross revenue</li></li></ul><li>Why Should Merchants Consider Group Buying?<br />It’s Viral<br />Social Proof – others are doing it, I should too<br />Scarcity – time/quantity are limited, buy now<br />Everybody loves a deal!<br />Publisher is a trusted source of information<br />It’s Local (and location counts for a lot)<br />The better the deal, the better it works<br />Social Media Sharing <br />Drives real customers through the door<br />19<br />TIPPR CONFIDENTIAL<br />
  124. 124. Categories that (generally speaking) haven’t done well<br />TIPPR CONFIDENTIAL<br />20<br /><ul><li>Fitness (memberships, clubs, etc)
  125. 125. Exception: Some Yoga, Boot Camp classes
  126. 126. Lessons (dance lessons, golf lessons)
  127. 127. Most retail (children’s clothing, boutiques, etc)
  128. 128. Flowers (creative, location, brand or timing may be issue)
  129. 129. Handyman or Babysitting services
  130. 130. Salon hair services (women are very loyal to their hairdressers)
  131. 131. Makeup / Eyelashes
  132. 132. Multi-Level Marketing offers
  133. 133. Over-priced, overly-restricted services or offers
  134. 134. Out of the way or no-name restaurants, businesses</li></li></ul><li>What the merchant receives<br />TIPPR CONFIDENTIAL<br />21<br /> - Sample voucher<br /><ul><li> Financial reports
  135. 135. Access to redemption portal</li></li></ul><li>Wrap-up<br />TIPPR CONFIDENTIAL<br />22<br />Questions?<br />
  136. 136. Thank you!<br />TIPPR CONFIDENTIAL<br />23<br />

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