This document discusses the importance of differentiation and the science behind discounting and coupon campaigns. It covers various behavioral economic principles that influence consumer decision making such as scarcity, social biases, anchoring, and complementarity. Examples are given of successful campaigns from companies like Apple, Booking.com, and Ogilvy that leveraged these principles. The document advocates differentiating campaigns through creative ideas grounded in an understanding of user behavior.
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A new advertising format based on time and attention could save media companies and the display advertising unit. We may finally move away from impression-based advertising and to attention/time based ads. The winners will be advertisers and premium publishers. The immediate losers will be advertising agency trading desks, programmatic buyers, RTBs, and long-tail publishers.
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Do you have a project to launch? The most important step is branding, how to choose the right message, how to find your graphical identity.
Come and join Jack and Yosra for an interactive webinar. Bring your energy⚡️ and positive mood
It's happening this Thursday
17:00 Tunisian time/19:00 Lebanon time.
**
Avez-vous un projet à lancer? L’étape la plus importante est le brandinge, comment trouver le bon message? comment fixer l'identité graphique?
Venez vous joindre à Jack et Yosra pour un webinaire interactif. Apportez votre énergie⚡️ et votre bonne humeur
Ça se passe jeudi 23 septembre,
17:00 heure tunisienne/19:00 heure du Liban.
Time-Based Advertising Could Save The Display Ad And Premium ContentBenjy Boxer
A new advertising format based on time and attention could save media companies and the display advertising unit. We may finally move away from impression-based advertising and to attention/time based ads. The winners will be advertisers and premium publishers. The immediate losers will be advertising agency trading desks, programmatic buyers, RTBs, and long-tail publishers.
How to Increase Your Ecommerce Traffic and Sales with Native AdvertisingAdbeat
See how four different eCommerce advertisers (Dollar Shave Club, GlassesUSA, Crutchfield and Wayfair) are using native ads on platforms like Taboola, Outbrain and Revcontent to drive more clicks, leads and sales.
Flyte school - Perfect Storm of Social-Local-And-MobileTobin Slaven
2/16/12 presentation by Tobin Slaven on the Perfect Storm of social-local-and-mobile (SoLoMo) technology as it impacts small business owners. For more information visit http://dailydose.dreamlocal.com
School of WOM: Designing and Delivering a Location Based Marketing ProgramSchneider, Mike
5/10 presentation at WOMMA's School of WOM at the beautiful Swissotel in Chicago. Presenters: SchneiderMike SVP Digital at Allen & Gerritsen and AaronStrout Head of Location at WCG. The two are co-authoring Location-based Marketing for Dummies
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
Do you have a project to launch? The most important step is branding, how to choose the right message, how to find your graphical identity.
Come and join Jack and Yosra for an interactive webinar. Bring your energy⚡️ and positive mood
It's happening this Thursday
17:00 Tunisian time/19:00 Lebanon time.
**
Avez-vous un projet à lancer? L’étape la plus importante est le brandinge, comment trouver le bon message? comment fixer l'identité graphique?
Venez vous joindre à Jack et Yosra pour un webinaire interactif. Apportez votre énergie⚡️ et votre bonne humeur
Ça se passe jeudi 23 septembre,
17:00 heure tunisienne/19:00 heure du Liban.
Digital Travel Summit: How UGC Fuels the Travel Booking CycleStackla
At the 2017 Digital Travel Summit in London, Stackla customer Virgin Holidays shared how they leverage user-generated content to fuel their travel booking cycle with campaigns like Seize The Holiday and #RedIsTheNewBlack. Read the full case study here: https://stackla.com/case-studies/virgin-holidays/
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Slides from my presentation at TriplePlay 2021 in Atlantic City, NJ on December 8, 2021. This was the 1:30 pm session. Enjoy!
Discover the insights & strategies used by more than 226,000 companies worldwide: how to accelerate growth of your business, how to increase customer acquisition and retention by creating a deep connection with them and how to attract and retain employees by giving them an added level of purpose in their day to day responsibilities. These ideas cost nothing to implement (because they’re so small), yet their impact is profound. And best of all, you can put them into action immediately.
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7 years ago, our founders recognized that the emergence of transactional platforms and ubiquitous technology would change the world as we know it. Through leveraging this trend and developing cutting edge platforms, our team has served over 400,000 users and grown to an 8-figure global company. We have empowered countless people to work from home and live a fulfilling life of freedom!
Over the last 3 years, INFINii has specifically focused on eCommerce and revolutionized the way average people interact in it - changing hundreds of thousands of people from pure consumers to active participants who earn a viable income from it.
Now, INFINii is finally putting into play the ultimate vision of its founders - combining the worlds of eCommerce, Digital content, Freelance Service exchange, and the most basic of them all, Human Interaction that fuels the growth of this revolutionary concept.
As we continue to grow, in numbers and in character as a company, we are more excited than ever to see you join in and continue the journey with us!
Infinii ~ endless possibilities begin here.
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Are you an aspiring entrepreneur looking for a legit opportunity to start a small business & make money online through eCommerce?
Well 7 years ago, our founders recognized that the emergence of transactional platforms and ubiquitous technology would change the world as we know it. Through leveraging this trend and developing cutting edge platforms, our team has served over 400,000 users and grown to an 8-figure global company. We have empowered countless people to start a small business & work from home so they can live a fulfilling life of freedom!
Over the last 3 years, INFINii has specifically focused on eCommerce and revolutionized the way average people interact in it - changing hundreds of thousands of people from pure consumers to active participants who work from home & earn a viable income from it.
Now, INFINii is finally putting into play the ultimate vision of its founders - combining the worlds of eCommerce, Digital content, Freelance Service exchange, and the most basic of them all, Human Interaction that fuels the growth of this revolutionary concept.
As we continue to grow, in numbers and in character as a company, we are more excited than ever to see you join in and continue the journey with us!
Infinii ~ your endless possibilities begin here.
Coupons 2.0 – How Shoppers Are Leveraging the Network to Beat Retailers At Their Own Game
Coupons are on an upswing, driven largely by the internet, mobile, and the recession. But Coupons 2.0 are more than just the lure of "easy freebies." Coupons 2.0 are also about the enormous social access that the Internet and devices have unlocked for users, as well as the coupling with people's innate cultural need to "get over" on systems. Coupons 2.0 is about the new power of networks to enable shoppers to beat retailers at their own game.
Fallon's digital strategists Sarah Crist (@scrist5) and Liz Giel (@lizgiel) reveal the drivers of success for enabling Coupons 2.0 thinking on your brands and demonstrate how the art of the bargain is evolving the retail model and commercial creativity.
Aquent/AMA Webcast: The New Moment of Truth: How Technology Has Influenced Pu...Aquent
In this session, Catherine Roe of Google will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales and ROI for a CPG company.
Brand Your Own Business - Opening General Session - PBE 2018Tim Miles
How do you use Facebook for your business?
Should you be using Snapchat?
Wouldn't a virial video be awesome?
Email marketing? Radio? What do we do???
First, breathe, and second, relax. Third, know those aren't the right questions to be asking .. at least, not at first. In order to modernize your marketing, you first need to look inward and not toward another oversimplified sack of magic beans.
For a quarter-century, Tim Miles has been helping family businesses communicate more powerfully by teaching what's important, what's not, and how to prioritize your area of focus.
See more at www.insivia.com.
These days, with so much competition in the digital marketplace, it’s important to have effective PPC and advertising campaigns that are planned and executed well. So many businesses just hemorrhage out cash without seeing the results they want.
In this seminar, Insivia founder and CEO Andy Halko explains how you can improve ROI from PPC and paid advertising. You will learn how how the bidding process works, what a quality score is and why it impacts your PPC, and how to create retargeting ads that drive conversions.
Check out our new mobile platform that can help your business engage and reward your customers. Our platform allows you to reward your customers to promote your brand across their social network. We also offer a tool to help generate new content straight from your customers - who said content generation was expensive?
Check out our deck today!
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
2. Differentiation
Why it’s still an important factor in today’s ecosystem
The Science Behind Discounting
Why it’s important plus global examples of campaigns with science underpinning them.
WHAT WE’RE COVERING
8. “The next time you’re making a change in your company, launching a new product, or even re-defining
your brand, stop asking yourself where you can fit in your current space, and ask yourself what you can
do to stand out, instead.”
Steve Harvey, Fabrik
Differentiation and value-add is becoming more of
a challenge.
To be innovative and successful, we have to:
● Do something that makes life easier or more innovative
● Find a way to stand out from the crowd. Think differently.
VALUE-ADD IN COUPONS
9. Ad: Burger King
with Google
Home
Product:
Whopper Burger
https://youtu.be/OUj8SUoJ-ZM
13. Heuristics
Are simple, efficient rules which people often use to form judgments and
make decisions.
Also referred to as your brain’s mental reflexes and rapid insights.
BEHAVIOURAL ECONOMICS & COUPONING
14. Pakistan against England for the
2017 ICC Champions Trophy
Yasiel Puig (LA Dodgers) catch vs.
NY Mets, 2014. MLB; YouTube.
20. Scarcity. FOMO. Exclusivity.
We know it by many names, but it’s all fundamentally about the same thing:
if it’s hard to get, it must be worth something.
The Scarcity Principle
People attach more value to things that are few in quantity.
SCARCITY PRINCIPLE
24. Lock in this great
price while you still
can
Booking.com is a master at scarcity
marketing. Take a look at how they
imply that this deal on a hotel won’t
be available for very long
SCARCITY PRINCIPLE
25. 3 People are
looking right now
You may also notice in the screenshot
above that Booking.com share how
many other users are currently
viewing the same hotel you are
viewing. Better book now before those
4 other people get the room you want!
SCARCITY PRINCIPLE
27. Complementarity
A relationship or situation in which two or more different things
improve or emphasize each other's qualities.
COMPLEMENTARITY
28. Greg has just bought flights
from Delta.
The next day he’s sent a
complimentary email offering 10% off
bookings and a deal on Travel
insurance.
He books a hotel & orders travel
insurance.
Cross-selling to
increase sales
Hotels.com Exclusive
10% off bookings + a great rate
on Travel Insurance
!
Elly has shopped twice at Crew
Clothing in the last six months but
never before at Joules.
She’s sent an email with a Joules
exclusive for new customers.
She makes a purchase.
Targeting new customers
Joules Exclusive
10% off at Joules for new
customers
!
COMPLEMENTARITY
Maximising revenue automatically through
complementary offer creation and promotion
35. Buy a bike from Evans Cycles and get free
entry to any National Trust location
Evans Cycles + National Trust = +
Free $50 Amazon, M&S or John Lewis Gift
Card with all car insurance at Direct Line
DIrect Line + Retail = +
Book your train ticket with the Trainline
and have a Starbucks coffee on us
Trainline + Starbucks = +
Spend $200 at Game and get a takeaway
on us with a $20 JustEat credit
Game + JustEat = +$
COMPLEMENTARITY
43. Spend $80 and get a
$5 same brand reward
ACTION BENCHMARK OUTCOME
Spend $80 (ORDER 1) Programme AOV = $50 + $30
Get a $5 M&S Reward $5 offset from additional ORDER
1 revenue
+ $25
Spend $5 M&S Reward
(ORDER 2)
On average, shopper spends 30%
more with use of a reward
+ $65
Results? 2 Orders ($75 + $65)
AOV = $70
ATF doubled
AOV Gain = $20
IMAGE SOURCE: BYNDER
51. Target Customer
Annie. Age: 28
Vouchercloud Food-to-Go consumer
High volume vc user
Never ordered from JUSTEAT
8AM
Browses emails on waking. Sees vouchercloud
email containing JUSTEAT voucher
3:30PM
Browsing on Facebook - served branded
JUSTEAT advert by vouchercloud
Colour Psychology – the JUSTEAT ‘red’ was consistently
used throughout messaging, subtly reminding users of
the brand
Scarcity & Urgency – invoking a sense of urgency with
our last-minute push notification, 30 minutes prior to
Eurovision’s ‘showtime’
The “foot-in-the-door” technique – users who showed
any interaction with our communications were then
given tailored follow-up messaging that played on their
previous interactions – i.e – “Still looking for that
takeaway? Up to 20% off local eateries with JUSTEAT
tonight!
7:30PM
Push sent to mobile as TV show starts
resulting in order
JUST EAT your way through Eurovision
56. The Bandwagon Effect
is characterised by the probability of individual adoption
increasing with respect to the proportion who have
already done so.
SOCIAL BIAS
57.
58. Single Choice
“Apple made a simple design choice in 2001 that
sent it into the stratosphere”
- Chris weller
SOCIAL BIAS
63. Booked 26
Times Today
Booking.com also tells you how many
times a particular hotel has been
booked today, which means the hotel
must be a desirable place to stay (and
you’d better book your stay now
before they’re all booked up).
SOCIAL BIAS
73. Rory Sutherland
Chairman @ Ogilvy
Richard Shotton
The Choice Factory
The masters of behavioral economics
74. IN SUMMARY
Differentiation remains a key focus
Our campaigns are shifting to creativity and
an improved focus on user behavior
Groupon Coupons needs YOU!
75. Thanks for listening!
Any Questions?
Dan Flannery
dflannery@groupon.com
Chris Johnson
ceej@groupon.com
Editor's Notes
General overview of the talk, covering:
Disruptive innovation on a macro level
Fine tuned to the voucher industry level to give context on the innovation we’ve seen in the market to date.
Brief overview of behavioural economics
In-depth overview of how behavioural economics and discounting go hand in hand. Showcasing key behavioural biases and how they are applied to our marketing efforts
NOTE: Case study discussed on page 73; details from 2014/15 year.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
Industry disruption:
A micro level overview of the affiliate market’s evolution over time and our own disruption
How the voucher market has evolved and been disrupted
Stating that “for us to stand out, we have to do something different” to make life easier or more innovative; finding a way to stand out from the crowd
The science behind discounting:
An explanation of heuristics (learning) using sport-based analogies
Running through the details behind each behavioural heuristic (slide 26)
Highlighting real-world examples from each; using videos from Cannes Lion award winners
Tying Heuristic usage to real-world business example - mostly focussed on platform and technology innovation i.e Spotify
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
Scarcity principle:
Highlighting key factors behind the purchasing decisions and how operators such as ourselves can take advantage
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
Complementarity:
Looking at adding value to the customer journey i.e abandoned journey conversions and recommendations for similar items / stores
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
Value perception:
Real-world examples of how perception influences value
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
Relevancy:
Offering deals for relevant events, i.e takeaways during Eurovision, will produce better results than the same offer at a poor time point. People respond best to items they want when they actually want them, not before or after. It’s about intercepting the purchase on the customer journey.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
*Justeat / Eurovision supporting evidence from PMA entry here - cj will talk through *
Social bias:
What creates a buzz? How did Apple differentiate their product from other MP3 players on the market? The answer is that they took advantage of social ideals
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
Price anchoring:
The iPads were reportedly due to sell at $999, but in reality, they sold for $499. In the mind of a consumer, that’s an instant 50% price cut for the same object. Their perception of value is based on the first price that they heard.
Further, the easier a discount is to understand, the more effective it is. $3 off $15 is proven to be more effective than $20% off - it’s easier to understand, and therefore better engaged with.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.
'Scarcity value’ – the appeal of unavailability – helps to explain among other things the premium now attached to live music as recorded music becomes commoditised.