When Groupon and LivingSocial hit the scene with this daily deal marketing concept, advertisers and consumers soaked it up. Advertisers jumped on board and geared up for the exposure and foot traffic while the consumers opened their emails every morning with credit card in hand ready to beat the clock for the “deal of the day.
The daily deal marketing concept will never go away, and your competitors are beginning to grow their consumer base with varying reports of success. This industry is changing and evolving. Consumers have not lost interest in being introduced to a new business with steep discounts; they just want to feel recognized. The business owner is not adverse to offering incentives in exchange for the exposure, as long as it brings them customers who want what they have to offer and not just “here for the deal”.
It is difficult for you to refrain from participating with an offer, but what kind of offer? There are over 400 daily deal sites promoting deals, so how can you play in this space while ensuring you are presenting your promotion to the audience you want to attract?
Escapeartist is in the best position to move in during this evolution and change the perception of deal marketing with the EFAM newsletter. Having a trusted recognized brand in the market place that attracts a targeted audience by nature, we can bridge the gap and lead the band in the “daily deal” industry. Groupon and LivingSocial only wish they had it so easy. Yes, they paved the way for this parade to come through and proved there is a demand, now it is up to the publishers to clean it up and add some value to the program. Running a daily deal program with a branded publisher will tailor the product to fit the demand. As a consumer, I would not order a subscription to Parents Magazine if I did not have children, so why would I want admission into a children’s museum?
You have paid top dollar for years to advertise to a targeted audience in hopes to monetize on the expose, with no guarantee. It only makes sense for you take advantage of this opportunity. You pay nothing up front and gain mass exposure to the same audience and any cost for the campaign is internalized and incorporated in the discounted incentive you will offer. When the consumer purchased a certificate to experience your place, you experience minimal internal cost and you have the opportunity to introduce yourself face to face to your new traveler.
Grow Your Database of Repeat Customers – Performance Based marketing promotions deliver long term benefits of returning customers with Escape Deals
Offering a daily deal on Escapeartist deal program will only cut into your profit margin if the consumer utilizes the certificate and does not spend another dime with your resort or take advantage of anything else you offer. Prepaying for ad placement is a traditional marketing concept to gain exposure verses daily deal marketing which is a performance based marketing campaign. The difference between the two types of campaigns is like the difference between gambling your money on the 5th horse in the third race verses placing your bet after your horse comes in! If you are selected to participate with an offer on the Escapeartist deal program, you will generate attention within a targeted audience without the requirement to prepay for that exposure. Escapeartist has partnered with The Deal Monitor to strategically develop your offer designed to allow upgrades which eliminate any internal costs the offer may cause and keep your new customer coming back! Below are some examples of the best strategy for developing a successful campaign, but YOUR offers are developed uniquely one on one with The Deal Monitor considering your situation and your profit margins. Trust this, it works.
- Minimal offers for the deal program encourage upgrades when they call you to reserve their stay! The Deal Monitor creates trial offers or short stays that encourage upgrades at the time of booking such as extended stays, retail purchases, adventures and spa treatments.
- Off season is the most difficult time to get people in your door. The Deal Monitor will work with you to design offers with black-out dates and restrictions which will encourage the consumer to utilize that voucher when your business is a liability to you.
- Increase the Traffic to Your Ancillary Business. Adding spa treatments, meals, adventures and golf to your hotel offer delivers appeal to the consumer with an inclusive package offering for them and increases revenue for you. Adding certificates for gift shops, books, and bottles of wine grow the value perception for the consumer and increase revenue for you. This will also introduce those things you would normally not promote elsewhere.
- ATTENTION REALTORS…..Grow Your Database of Repeat Customers. Realtors, pay attention. If you have a friend who owns a hotel, work something out! Escapeartist delivers mass appeal to the subscribers seeking a home outside of North America. So what if you pay full price for the hotel and get that consumer to the area looking at your property is that valuable to you? What are you willing to pay for a lead? 3 nights in a hotel is nothing compared to the value that consumer brings you when they purchase that vacation property, right? If they do not purchase on that visit, you can keep them engaged. They will soon. If these consumers are going to the area to stay in a hotel, chances are they are seeking a place to hang their hat. Would it not be amazing to secure every traveler before they call the realtor on the sign???? Work with your hotel contacts to secure great prices on hotel stays, sell them on Escapeartist deal program and SELL THEM A VACATION HOME!!! Quit thinking about making money and contact Escapeartist TODAY to START making money.
Preparing your offer
- Prepare your strategy for how you’ll engage deal customers. The goal of running deals is to introduce your product to new customers and get them to come back.
- Provide Readers with Deep Discounts in Off-seasons
- Increase the Traffic to Your Ancillary Business
- Train your staff. Let people know that there will be a big crush of new customers and make sure to schedule appropriately.
- Block off space for your regulars. If you’re a service company like a spa or a nail salon, make sure to save space for your regular customers. You don’t want to spend all of your time serving discounted customers and turning away your loyal full-price customers.
While the deal is running
- Engage your new customers. When they call, encourage them to get to know your business. This should be the start of a relationship, not just a transaction.
- Upsell them. Be sure to offer them spa treatments, additional adventures and nights. Encourage them to extend their stay longer than the offer! Sell them a story about your business.
- Treat deal customers like valuable prospects and make sure your staff does, too. A common complaint I hear is that people feel like they were treated like discount customers by wait staff. If this happens, you have defeated the whole purpose for running the deal! Your entire goal is to get people to come back. Make sure they have a great experience. If your plan is to treat deal customers poorly, you should strongly reconsider whether you want to do the deal.
After the deal
Follow up! If you have email addresses, write to your customers. Tell them about your great events. Engage your new Twitter and Facebook followers.