LSS'11: The Timely Death of the Daily Deal
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Transcript of LSS'11: The Timely Death of the Daily Deal
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The Timely Death of the Daily Deal
…and the birth or every day, everywhere, every way promotion.
Perry EvansCEO, Closely Inc.
Local Social SummitLondon, November 9, 2011
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One deal per day, per metro area, emailed to you, with a group tipping point.
The Daily Deal 2010
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One deal per day, per metro area, emailed to you, with a group tipping point.
Many deals, various times,
X X X
across locations
X X
via email & mobile.
One Year Later
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Are we in a revolution?
Are Daily Deals the center of your future marketing spend?
Pfft, no.
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Are we in a revolution?
Should you promote yourself differently for the mobile social consumer?
Of course.
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Daily Deals represent one [highly visible] element of the reinvention of direct
marketing.
and the path towards yield management.
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Novelty vs. Novel?
Consumers:
• Can finally “price shop” locally. • Showing need to be constantly
re-acquired.• Consumer is empowered,
no turning back.
Businesses:
• Love the underlying concept.• Hate business model and lack
of control. • The most desirable and
simplest consumer action.
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Some Industry Shifts
• Product Patterns• Distribution• Merchant Experience• Consumer Targeting
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Product Patterns
• Stepping towards yield management– Time/date– Product type/packaging
• Return visits & loyalty• Smarter, more contextual
promotions
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Distribution in Rapid Transition
• The Rise of Offer Networks– Google, Amazon, Yipit, LON, Tippr, …– Diminishing returns on consumer email
• Food Chain is in Formation– You Don’t Have to Win with the
Consumer to Play
• Placement Expansion– Search, Mobile, Maps, Display – SMB web pages
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Merchant Experience• The Noise is Overwhelming
– Revert to major brands and trusted relationships
– Open to breakthrough products• Merchant Tools Evolving Quickly
– Redemption– Tracking & Analytics
• Everyday Promotion Dashboard– FB, Groupon Now, Twitter intro
SMB to live publishing
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Consumer Targeting
• Personalization– Filtering is critical
• Verticalization– New brands + commerce
for known brands
• Integrate into search & mobile behavior
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Industry Shakeout
• Failure of low value clones• It’s not as easy as it seemed
o Growing cost of email acquisitiono Diminishing action rates
• Merchant loyaltyo Single-product model challenged
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Implications for Local Media
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When Shopping Models Shift
HOTELS
• 1990– The Rack Rate– Reservations centered– Agents controlled promotion
• 2010– Variable pricing– Time, quantity, duration, auction– Pre-purchased dominates– Integral to purchase decision– Direct-to-customer loyalty
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Redrawing Promotion Distribution
Customer
Social Audience
Organic Distribution
Media & Commerce Channels Campaigns: Scheduled + Live
Promotion “SEO/API”
Social Marketing
Loyalty & Referral Marketing
Promotion Content & Dashboard
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Redrawing Promotion Distribution
Customer
Social Audience
Organic Distribution
Media & Commerce Channels If your business is here.
Playing here may be mission critical.
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