the groupon action plan (do's and dont's)
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7/30/2019 The Groupon Action Plan (Do's and Dont's)
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“Th acti tp f a ccf Gp campai
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ACTION PLAN THE
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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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ACTION PLAN THE
7/30/2019 The Groupon Action Plan (Do's and Dont's)
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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
7/30/2019 The Groupon Action Plan (Do's and Dont's)
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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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ACTION PLAN THE
7/30/2019 The Groupon Action Plan (Do's and Dont's)
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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
7/30/2019 The Groupon Action Plan (Do's and Dont's)
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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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ACTION PLAN THE
7/30/2019 The Groupon Action Plan (Do's and Dont's)
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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.
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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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ACTION PLAN THE
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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
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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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ACTION PLAN THE
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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
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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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ACTION PLAN THE
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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
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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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ACTION PLAN THE
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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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“Contact us if you ara Professional who
thinks they would lik to contribute to the sand help others grow
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“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