Ready to Run Your Own Group-Style Deal
Ready to Run Your Own Group-Style Deal
Janell Loving
Presented by SpaBoom
Intelligent discounting principles Knowing the rules allows you to be successful o o o o
Understand deal buying power Margins Target the right group Measure the results
What's the big deal Current group buying trends o o o o
Social involvement Competition Technology Economy
Power in the purchase o Dynamics of interaction o Brand strategy o Scaleability o Consumer shifts (loyalty / community) o Sharing
Physical mechanics o o o o o
Prominent discount Counter Deal Numbers Limited time availability Viral capability
Numbers matter What is the optimum number o Hours/Therapists/Room o Existing client reaction o Customer service experience o Booking strategy o Product sales
Deals
Strategy Successful deals have two common elements o Specific goal o Appeal
Know your goal Is it the right fit for your promotional needs..... o o o o o
New clients Relationship development Emptying retail surplus Filling appointment times Generating revenue
Goal setting Ideas to drive the deal.... o Why – what is the motivation o When – run time o Who – target demographic (ties into why)
Goal considerations Pre-Deal check list o o o o
Build reach Time selection Research deal options Manage margin
Goal considerations (cont'd) Running the Deal check list o Insider Scoop o Launch to target o Maintain momentum
Goal considerations (cont'd) Post-Deal check list o o o o
Booking specifics Upselling Rebooking importance Mine the information
Deal structure Creating a solid offer o Massive appeal (discount) o Special privilege o Value delivered
Strategic complements The perfect deal..... o Timing o Profit margin o List size (email, fan base, followers)
Strategic complements (cont'd) Buying is power..... o Share to tip – owners of destiny o Gaming strategy o Exclusivity
Strategic complements (cont'd) Appeal is the motivator... o Research services o Know the numbers o Find a niche
Strategic complements(cont'd) Creating buzz and generating interest requires lists o List size o Community partnerships – cross promotion
Engagement is controlled by the buyer
Value of a group deal client The ability to create a relationship o Perfect demographic o Value driven by trust o Your content – your client relationship What do you have, if you don't get the client information from a group deal....
Growth potential Plan the campaign to build long term value New Clients o New client % o Return rate overall o Rebooking rate
New Services o Conversion rate o Potential frequency o Service profitability
Reach is growth Design your offer for the customers you want o Price point is a great filter o Rebooking o Product sales o Gift sales
Engagement with your brand
Engagement (cont'd) Your deal should not point to competitors running similar deals after your deal has expired
After the deal Results review o Number sold o Margin o Total profit impact o Rebooking rate o Email & social media gain o Product sales o Website metrics
Last check up
http://www.spaboom.com/groupon_deal_calculator
Group deal strengths Unique service opportunity Group purchasing dynamics Opportunity for engagement
BoomTime Deals Your group buying control o o o o o o
Build your own deal Keep the margin positive Target the right demographic Generate measurable results Keep your clients Build new relationships
Janell Loving
Presented by SpaBoom
Intelligent discounting principles Knowing the rules allows you to be successful o o o o
Understand deal buying power Margins Target the right group Measure the results
What's the big deal Current group buying trends o o o o
Social involvement Competition Technology Economy
Power in the purchase o Dynamics of interaction o Brand strategy o Scaleability o Consumer shifts (loyalty / community) o Sharing
Physical mechanics o o o o o
Prominent discount Counter Deal Numbers Limited time availability Viral capability
Numbers matter What is the optimum number o Hours/Therapists/Room o Existing client reaction o Customer service experience o Booking strategy o Product sales
Deals
Strategy Successful deals have two common elements o Specific goal o Appeal
Know your goal Is it the right fit for your promotional needs..... o o o o o
New clients Relationship development Emptying retail surplus Filling appointment times Generating revenue
Goal setting Ideas to drive the deal.... o Why – what is the motivation o When – run time o Who – target demographic (ties into why)
Goal considerations Pre-Deal check list o o o o
Build reach Time selection Research deal options Manage margin
Goal considerations (cont'd) Running the Deal check list o Insider Scoop o Launch to target o Maintain momentum
Goal considerations (cont'd) Post-Deal check list o o o o
Booking specifics Upselling Rebooking importance Mine the information
Deal structure Creating a solid offer o Massive appeal (discount) o Special privilege o Value delivered
Strategic complements The perfect deal..... o Timing o Profit margin o List size (email, fan base, followers)
Strategic complements (cont'd) Buying is power..... o Share to tip – owners of destiny o Gaming strategy o Exclusivity
Strategic complements (cont'd) Appeal is the motivator... o Research services o Know the numbers o Find a niche
Strategic complements(cont'd) Creating buzz and generating interest requires lists o List size o Community partnerships – cross promotion
Engagement is controlled by the buyer
Value of a group deal client The ability to create a relationship o Perfect demographic o Value driven by trust o Your content – your client relationship What do you have, if you don't get the client information from a group deal....
Growth potential Plan the campaign to build long term value New Clients o New client % o Return rate overall o Rebooking rate
New Services o Conversion rate o Potential frequency o Service profitability
Reach is growth Design your offer for the customers you want o Price point is a great filter o Rebooking o Product sales o Gift sales
Engagement with your brand
Engagement (cont'd) Your deal should not point to competitors running similar deals after your deal has expired
After the deal Results review o Number sold o Margin o Total profit impact o Rebooking rate o Email & social media gain o Product sales o Website metrics
Last check up
http://www.spaboom.com/groupon_deal_calculator
Group deal strengths Unique service opportunity Group purchasing dynamics Opportunity for engagement
BoomTime Deals Your group buying control o o o o o o
Build your own deal Keep the margin positive Target the right demographic Generate measurable results Keep your clients Build new relationships
