Top 10 Features Your Deals Program Should Use

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Discover features that can optimize your program’s revenue and enhance engagement. …

Discover features that can optimize your program’s revenue and enhance engagement.

These 10 features listed below can propel your program forward in terms of revenue and engagement. To learn more, read our detailed breakdown:

http://secondstreetlab.com/2012/10/10-features-your-deals-program-needs-to-use/

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  • ChaneyComment & questions on TwitterQuestions RecordingSurvey at the end – your feedback is welcomed
  • Chaney
  • Chaney
  • Chaney
  • Track the status of redemption for next deal – if you’re using digital redemptionHelp put their minds at ease – knowing they can have direct access to dataThe offerDates of the saleReal-time sales, redemptions, & refundsLink to deal pageLink to user vouchersDownload link to list of user voucher codesPayment information, sales map, & user demographics
  • ----- Meeting Notes (9/6/11 13:43) -----SOSD experience – first month everyone got codes; got the buzz going; 57% of referrals were new visitors
  • $48 earned for every $5 credit given----- Meeting Notes (9/5/11 14:01) -----Each new buyer worth: ----- Meeting Notes (9/5/11 20:03) -----money they might not have gotten without referrals----- Meeting Notes (1/9/12 17:29) -----Groupon often increases this amount throughout the year to encourage more sharing
  • Puts important tool into the hands of your clientsHelp put their minds at ease – knowing they can have direct access to data
  • Gives you a tool to work with smaller establishmentsFocus on high volume and generating emails125 sold vs. avg. of 21 deals
  • Email sign-upsRegistrations on your siteOrdersRevenueCancelled OrdersIncentive CostFees Merchant PayoutNet Revenue
  • Being proactive about programFinding new ways to reach consumers; testing them and refiningGoal: Use tracking links-actionable decisions on where they invest their resources going forward-breaking down the impact of each of their efforts; allowing them to make actionable decisions going forwardPapa Johns: understood the value of subscriber based on this data; why
  • Puts important tool into the hands of your clientsHelp put their minds at ease – knowing they can have direct access to dataCan be used on a per deal basisOptional - can be pre-checkedOptional - make email available in merchant download
  • We send out the weekly email blast (revenue) while promoting our program…$97K deal
  • Customizable: site can pick the number of shares required before a user gets the deal freeAbility to structure the credit to ensure you always come out aheadAverage: 1x refund for every 7x purchases----- Meeting Notes (9/7/11 16:20) -----By putting out a small incentive to you users, you can reap the rewards of high return on investment. The next two examples are going to help illustrate that.
  • This deal really struck a cordwith their audienceBrunch is social, so sharing is what drove its successTop 5 shared deals all were of this type
  • Price Point: Up to 58% revenue boost by adding a second price pointEvents and Concerts: different show dates/daysPackages: mani/pedi or choice of one of the twoLocations: Separate purchase options by locationProduct/Service: round of golf, membership only, swing analysis
  • 2 Different price points - $29,530 vs $43,180 (second price point increased revenue by 32%)Have seen impact be as high as 58% more revenue
  • Overall code: Word printed in a newspaper or on a website for anyone to use onceUnique code: 1-time use codes given out to specific users. With a minimum purchase ex. Must spend $20 to get a $5 credit----- Meeting Notes (9/5/11 14:01) -----Overall = Public
  • InstructionalShowcased current top dealsLimited time offer – timed it near end of month to finish strongWOW sales numbersOrders: 39 vs 113Avg. revenue: 920 vs. $1793
  • A year-long strategy for them – contests and storesOften tie-in contests with deal stores – a best practiceDoing a great job with lots of focus
  • Chaney

Transcript

  • 1. 10 Features Every Deal Site Should Be Using October 18, 2012D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
  • 2. How to Interact with Us Note: We are recording thiswebinar and you will receive anemail with links to the recording and the slide deck. GoToWebinar™ Questions Panel @secondstreetlab
  • 3. Who We Are Increase ROI, Build & Engage Audience @secondstreetlab
  • 4. Deadline Deals A truly white label deals provider To date, Deadline Deals has executed • More than 3,500,000 gift cards sold • On more than 425 local media sites • More than 1,000,000 consumers have purchased deals through our partner’s sites @secondstreetlab
  • 5. Speaker Matt Chaney Dir. of Affiliate Success - Deadline Deals @secondstreetlab
  • 6. Agenda• Review 10 Essential Features• Why to Use Them• Wrap-up & QA @secondstreetlab
  • 7. Merchant CenterWhat is it?Feature for merchants to login and access information and details about theirpromotion.Why use it?• Gives your advertiser insights into who’s buying their deals• Hub for them to see everything going on about their deal & track redemptions• Helps reps track their deals• Better understand your audience demos & location• Leverage data for future ad pitches @secondstreetlab
  • 8. Usage Example: Merchant Center• Demographics • Target special section - Age • Target clients online - Venue • Relate to events - Gender @secondstreetlab
  • 9. Usage Example: Merchant Center• Zoned advertising • Inserts • Sticky / News Notes • Shopper / Guide• Direct mail• Online targeting • Geo-targeting @secondstreetlab
  • 10. Refer-a-Friend Credit What is it? User gets credit when they refer a friend or family member who is new to the program and makes their first purchase.Why use it?• Applies to new customers only• Users with credit 3x more likely to buy• Reward users for engaging with your brand• You choose the amount to offer• Opportunity to increase and create a campaign around it @secondstreetlab
  • 11. Case Study: Refer-a-Friend Background• WCHL, Chapel Hill• Offering $5 Refer-a- Friend credit Results• 207 new buyers• $1,035 in credits given• New buyers generated $10,871• ROI = $9,836 @secondstreetlab
  • 12. Denominations What is it? Ability to split an offer into multiple vouchers requiring the user to make repeat visits to the merchant in order to redeem full value.Why use it?• Greater flexibility to target merchants with a lower average price point• Encourages multiple visits by consumer• Creates more upsell opportunities for the merchant @secondstreetlab
  • 13. Case Study: Denominations • The Killeen Daily Herald • Coffee Beanery • 2 locations • Avg. ticket $2 • $5 for $10 split over two vouchers • 5x increase over average deals sold @secondstreetlab
  • 14. Tracking Link What is it? Analytics tool for tracking user actions and activities on your site.Why use it?• Know where your revenue and subscribers are coming from• Better understand how your digital marketing dollars are working• Use them to track results of partnerships and outside promotions• Know the impact of your social media efforts @secondstreetlab
  • 15. Case Study: Tracking Links Top Revenue Generating Links Twitter Google Ad Words 1% 8% Affiliate Sites 40% Internal Email Lists 31% Facebook Ads Deal Aggregator 6% Display Blog 7% 5% 2% @secondstreetlab
  • 16. Merchant Opt-in What is it? Allows a merchant to collect email address of users buying their deal.Why use it?• Gives merchant new ways to reach engaged users• Selling point to distinguish your site• Opportunity to manage emails for merchants @secondstreetlab
  • 17. Case Study: Gary’s Grocery• Follow-up campaigns with emails collected• Sends out weekly emails with coupons related to the items purchased from the deal• They track these coupons in POS to see their return on investment• Helping to deepen relationship with advertiser @secondstreetlab
  • 18. Get Yours FreeWhat is it?A user receives his/her deal free when they get a set number of friends andfamily to buy the deal.Why use it?• Encourages sharing of deal to multiple people• Turns your audience into promoters of your program• Makes your deals more social• No risk “opportunity cost” with high returns @secondstreetlab
  • 19. Case Study: Get Yours Free Background • The Washington Post • Advertiser: Station 4, $15.50 for $30 + Bottomless Drinks • $42,051 Gross • 2,713 offers sold Results • 26% of deals sold came from referral • 712 referrals resulted in $11K in sales • 115 refunds issued - $1,782 • ROI = $9,253 @secondstreetlab
  • 20. Multi-Option Deals What is it? A deal with more than one purchase option.Why use it? Usage examples• Offer a wider range of price • Price point points • Events and concerts• Give you merchants more • Packages flexibility with their offers • Multiple locations• Consumers get more choices • Multiple products for purchase – let them upsell themselves @secondstreetlab
  • 21. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
  • 22. Promotional Credits What is it? A credit given to users that offers a discount towards a future purchase.Why use it?• Easy way to market to new and current customers• Used by ecommerce sites to increase sales and engagement• No cash value; requires a purchase on your site to use• Codes can be branded for promotional tie-ins• Flexibility to meet your business needs – Three formats – Can be any price you choose• Some sites using them like “in-store credit” to avoid cash refunds @secondstreetlab
  • 23. Promotional Credits Usage Examples • Reengage inactive buyers • Reward top spenders • Give extra promotion to a big deal • Celebrate anniversary of your program & show appreciation @secondstreetlab
  • 24. Case Study: Promo Code “ActNow” Background• The Sacramento Bee• $5 credit towards purchase• “ActNow” promo code• Sent to all subscribers• 3 days to use: Friday - Sunday Results• 446 credits deposited and used• Increased week-over-week stats • Order volume up 65% • Revenue up 49% @secondstreetlab
  • 25. Recap and Last Chance Emails What is it? An email highlighting top deals from the week or a key deal that is about to end.• Don’t miss a chance to send an email• Perfect for sites that don’t send email on weekends• 66%+ of revenue comes from email• Don’t overdo it• Last Chance emails can give an extra boost to top deals @secondstreetlab
  • 26. Case Study: Recap and Last Chance Emails Recap Email “Last Chance” EmailSubject Line: Best deals from this week! Subject Line: Today’s Deal Reminder: Don’t miss out…• 30% increase in Open Rate over • Average revenue for Sunday average double that of Saturday• Highlight timely and top deals • 25% of sales for this deal came• @secondstreetlab Sunday sales volume up 44% YOY on Sunday – 2x the average!
  • 27. Deal Opt-in for ContestsWhat is it?Checkbox added to a contest registration page that allows consumersto opt into your deals program. Why use it? • Highly effective way to grow your email database – for deals and beyond • Sign up highly engaged users • Easy to turn on • Works seamlessly with deals admin @secondstreetlab
  • 28. Case Study: Gatehouse Grew Deals Database by 46% With Contests Alone! @secondstreetlab
  • 29. Questions? Matt Chaney Dir. of Affiliate Success - Deadline Deals chaney@secondstreet.com Twitter: @mattchaney @secondstreetlab
  • 30. SecondStreetLab.com @secondstreetlab