CONSUMER & ADVERTISER COUPONS/DEALS SURVEY SEPTEMBER 27, 2011.

transcript

CONSUMER & ADVERTISER

COUPONS/DEALS SURVEY

R 2 7 , 2 0 1 1

Question: 28

Introduction

The following slides represent a sample of results from surveys conducted by Borrell Associates and Presslaff Interactive through local media partners. These data point in the first set of slides represent what people who frequent local media websites think about deals and coupons programs. The last half of the slides feature results from a simultaneous survey that gauged what local advertisers think about these programs.

The full data is available for a fee. Media companies that participated in the survey can also access the specific results from their markets. To access that data, contact Greg Harmon at gharmon@borrellassociates.com or Michelle

Novak at mnovak@presslaff.com.

And The Winners Are . . .

Consumer WinnerMasud Warid – Charleston, SC

Advertiser WinnerCarol Kirchner – president of Smart Feet, Savannah, GA

Question: 28

First, Coupons

Consumer Survey Respondent Group

Respondents = 39,040

Men Women

Gender

Under 18

18-24 25-34 35-44 45-54 55-64 65-74 75 or older

Respondent Group

Respondents: Solicited through local media company websites.

Total Number of Consumer Respondents: 39,040

Total participating media properties: 125 properties in 114 markets

Conducted: Via online survey from August 1 – September 9, 2011

Incentive: $500 American Express gift card.

Originating Media Site:Newspaper: 46% of respondentsRadio: 44% of respondents TV: 10% of respondents

The Big Aha

Consumers LOVE deals 44% of respondents have signed up for 4 or more email lists 91% said they’re likely to register for other deals sites

Advertisers are getting results, and more may jump in 81% have NOT yet participated in a deals program yet. The average deal brings 86 new customers to a business, and

of those, 20 become higher-value repeat customers

Coupons…

Coupon Use refers to a free means of saving money on a product or service, versus Deals Certificates that require an upfront payment as a means to saving.

Coupon Redemption for Past 2 Years

Source question for this chart: “Thinking of the coupons that you have actually redeemed in the last two years, where did you find those coupons?”Respondents = 38,089

80%79% 77%

70% 67% 66%53%

12%0% 0%

Age Plays a Factor In Coupon Usage

Source question for this chart: “Thinking of the coupons that you have actually redeemed in the last two years, where did you find those coupons?”Respondents = 38,089

Frequency of Coupon Usage

Once per week

More than once per

A few times a month

Once a month Occasionally, but not on a regular basis

Don't know/can't

I don't use coupons

Source question for this chart: How often do you use coupons? Respondents = 29,594

Use Coupons To …

Save money on so

mething I u

sually

Try so

mething new

Try so

mething th

at's usu

ally to

o expensiv

I don't

use co

upons0%

10%20%30%40%50%60%70%80%90%

64%56%

Source question for this chart: Do you use coupons to… Respondents = 37,924

Good forMarketing!

Number of Coupon Email Lists Registered

Mean Number 3.6

Source question for this chart: How many different email lists have you signed up for to get coupons, special offers, etc.?Respondents = 33,439

0 1 2 3 4 to 6 7 to 8 9+ Don't know

Overall Email Registration Average 3.6 Lists

Gender DifferencesAge Differences

Source question for this chart: How many different email lists have you signed up for to get coupons, special offers, etc.?Respondents = 33,439

Desired Frequency of Coupon Email Alerts

Source question for this chart: How frequently do you prefer that any single source send you an email alerting you to coupon offers? Respondents = 26,382

Coupon Emails Received On Daily Basis

Source question for this chart: On average, how many coupon emails do you get on a daily basis?Respondents = 33,476

0 1 2 3 4 to 6 7 to 8 9+ Don't know0%

15% 16%17%

Mean Number 3.3

Desired Frequency of Coupon Email Alerts

Source question for this chart: How frequently do you prefer that any single source send you an email alerting you to coupon offers? Respondents = 26,382

Daily Weekly Monthly Never Other0%

Good forStrategicPlanning!

Younger/Female Get More Email Coupons

0 1 to 3 4 to 6 7+ Don’t know 0%

14%10%10%

Under 45 Over 45

0 1 to 3 4 to 6 7+ Don’t know 0%

11% 12%

Men Women

Age Differences Gender Differences

Source question for this chart: On average, how many coupon emails do you get on a daily basis?Respondents = 33,476

Source question for this chart: Have you ever printed and redeemed an online coupon for a local business? Respondents = 37,813

Coupons Redeemed for Local Business

Seek Online Coupons Before Purchasing

Source question for this chart: When buying a product or service, how frequently do you go online to look for coupons before actually purchasing from a store or business?

Almost

Regula

Not ver

y ofte

y or N

Don't kn

30%25% 25%

Good forMarketing!

Seeking Online Coupons Before Purchase By Demographics

Almost always Sometimes Regularly Not very often Rarely or Never Don't know0%

27% 27%

Under 45 Over 45

Source question for this chart: When buying a product or service, how frequently do you go online to look for coupons before actually purchasing from a store or business?

Coupon Usage Compared to a Year Ago

Source question for this chart: Compared to a year ago, are you using coupons from any source more/less/the same than you did a year ago? Respondents = 32,291

Opportunity For New Local Offerings

Source question for this chart: If you found out about a new coupon service offering discounts for local merchants in your area, how likely is it that you would register for it?

Very likely Somewhat likely Not very likely Not at all likely Don't know0%

Question: 28

Now, Deals

Deals are the kind of programs that require an upfront purchase of a certificate in order to save money on a product or service.

Registered for Deals Certificates Sites

Source question for this chart: Which, if any, of the following have you ever registered for in order to purchase a Deals Certificate? Respondents = 38,089

Groupon.c

gSocial

urant.c

Survey

Another

RedPlu

Google O

Woot.c

Not Reg

60%58%

29%26% 25%

9%6% 5%

Women Are Into Deals Craze

Groupon.co

LivingS

ocial.co

Restau

rant.c

Sponso

Other local

Google O

Woot.c

RedPlum.co

Not Reg

istere

d for D

29%25% 23% 23%

7% 7% 7% 5%

30%26% 25%

Men Women

Source question for this chart: Which, if any, of the following have you ever registered for in order to purchase a Deals Certificate? Respondents = 38,089

Frequency of Checking For Deals

Checking Emails: 7 in 10 check the emails daily

Source question for this chart: How often do you check a website for Deals Certificate offerings? Respondents = 31,136

Checking Website: 2 in 10 check the website daily

Desired Frequency for Deals Email

Source question for this chart: How frequently do you prefer that any single source send you an email alerting you to Deals Certificate offers? Respondents = 21,103

Daily Weekly Monthly Never Other0%

Number of Deals Received Daily

Source question for this chart: On average, how many different Deals Certificate emails do you get on a daily basis? Respondents = 31,246

Mean Number 3.3

0 1 2 3 4 to 6 7 to 8 9+ Don't know

18%18%

Purchased Daily Deals Sources

Source question for this chart: Have you ever actually purchased a Deal Certificate from any of the following?Respondents = 30,501

Impact of Age on Purchase Site

Groupon.co

LivingS

ocial.co

Restau

rant.c

Deals /

Sponso

Other local

Woot.c

RedPlum.co

Google O

Have n

ot purch

ased fr

15% 14%

4% 3% 3%

19%22%

15%13%

2% 2% 2%5%

Under 45 Over 45

Media Source for Deal Purchase

Groupon.co

LivingS

ocial.co

Restau

rant.c

Deals f

rom Sp

onsor W

Other local

Woot.c

RedPlum.co

Google O

Have n

ot purch

ased fr

3% 2% 2%

2% 2% 3%

14% 14%

5%3% 2% 2%

Newspaper TV Radio

Deals Purchased in the Past 6 Months

Mean number 4.4

Source question for this chart: In the last six months, how many Deals Certificates have you purchased, from any deal certificate source? Respondents = 27,682

0 1 2 3 4 5 to 10 11 to 20 21 to 35 36+ Don't know

14% 13%

Factor on Number of Purchased Deals

0 1 to 4 5 to 10 11+ 0%

Men Woman

0 1 to 4 5 to 10 11+ 0%

Under 45 Over 45

Age DifferencesGender Differences

Source question for this chart: In the last six months, how many Deals Certificates have you purchased, from any deal certificate source? Respondents = 27,682

Purchase Deals Certificates To…

Source question for this chart: Do you purchase Deals Certificates to... Respondents = 27,356

Save money on something I usually

Try something new Try something that's usually too expensive

I don't buy deals cer-tificates

80%74%

Good forMarketing!

Opportunity for New Daily Deals Site

Source question for this chart: If a new Deals Certificate website was offered in your area, how likely is it that you would register for it? Respondents = 31,398

Very likely Somewhat likely Not Sure Not very likely Not at all likely0%

45%41%

Top Deals Categories for Consumers

Source question for this chart: From which type of businesses are you most interested in seeing Coupons or Deals Certificates?Respondents = 39,011

Restaura

Enterta

inment

Clothing

Automotive

Family

Enterta

inment

Weekend geta

ways/Hote

Online Sto

Electronics

Sporting events

ge/Spas

Pets se

Home Service

Adventure

packages

Fitness

Clubs/Pro

Educational C

lasses

Medica

Photogra

Professi

onal Serv

90% 84%82%

49% 48%44%

39% 37% 36%

28%25% 24% 22%

18% 17% 17% 15%

10%6% 4%

Most Interested Categories

Men WomenDiff

Men:WomenFood 78% 87% -9%

Restaurants 78% 83% -6%

Entertainment 56% 64% -8%

Automotive 53% 47% 6%

Electronics 49% 32% 17%

Sporting events 44% 33% 11%

Clothing 41% 61% -20%

Family Entertainment 41% 50% -9%

Weekend getaways/Hotel 40% 46% -6%

Online Stores 38% 40% -2%

Home Services 21% 26% -5%

Adventure packages 20% 23% -3%

Pets services 18% 28% -9%

Massage/Spas 16% 34% -18%

Furniture 13% 18% -5%

Fitness Clubs/Programs 12% 21% -10%

Medical 11% 17% -6%

Educational Classes 11% 20% -10%

Photography 6% 11% -5%

Professional Services 6% 6% 0%

Other 4% 4% 0%

ADVERTISER RESULTS

Respondent Group - Advertisers

Respondents: Solicited through local media company client bases

Total Number of Advertiser Respondents: 729

Total participating media properties: 20

Conducted: Via online survey from August 8 – September 9, 2011

Incentive: $500 American Express gift card.

Originating Media Sites:13 Newspaper5 Radio1 TV1 Unclassified

Advertiser Coupon Usage

Source question for this chart: Are Coupons part of your regular advertising and marketing strategy? Respondents = 729

Distribution Models %

Yes, distributed via mail40%

Yes, distributed in the newspaper39%

Yes, available on social media sites like Facebook and others 37%Yes, I include coupons in my company/store emails 34%Yes, I have coupons available on my company/store website 33%

Yes, on a local media company's website24%

Yes, available on mobile devices (cellphones and smartphones) 21%Yes, through another coupon distribution type not listed here 21%

Yes, on a national coupon service website9%

Respondents290

Yes (all modes) No

ADVERTISER RESULTS

New Coupons Offered

Source question for this chart: If Coupons are part of your advertising strategy, how often do you present a new coupon/offer?Respondents = 343

Daily Weekly Monthly Quarterly Once or twice a year

Less than once a year

I don't provide coupons for my business

ADVERTISER RESULTS

Reasons Coupons Are Used

Source question for this chart: If Coupons are part of your strategy, are they for ... Respondents = 329

Specific items/services

A percentage/savings

off on a specific purchase type

A flat percentage/savings off total purchase

Discount based on specific dollar amount spent

I don't provide coupons

26%24%

ADVERTISER RESULTS

Coupons and “Deals”

One in five of responding advertisers reported diverting money from other

models into coupons.

Source question for this chart: Have you participated in a "Deal of the Day" or similar program where consumers purchase a

certificate at a discount for your business? Respondents = 731

19% of responding advertisers participated in deal programs

Source question for this chart: Over the last year, have you diverted marketing dollars away from other types of advertising in order to

offer coupons?Respondents = 345

18% 14%

No, 81%

ADVERTISER RESULTS

Deals Programs Used

Woot.com

Red Plum

Amazon Local

Google Offers

Restaurant.com

Other national deals program

LivingSocial.com

Other local deals program

Sponsor Local media deals program

Groupon.com

0% 10% 20% 30% 40% 50% 60%

ADVERTISER RESULTS

Satisfaction with Daily Deal Sites

Coupon Distributor Very satisfied Somewhat satisfied NET Satisfied

LivingSocial.com 40% 23% 63%

Groupon.com 30% 32% 62%

Other national deals program 16% 40% 56%

Other local deals program 15% 40% 55%

Sponsor Local media deals program 11% 41% 52%

Woot.com 25% 25% 50%

Google Offers 0% 47% 47%

Amazon Local 43% 0% 43%

Restaurant.com 16% 16% 32%

Red Plum 0% 0% 0%

ADVERTISER RESULTS

Marketing Strategy Drives Choice

Source question for this chart: What is the main reason you chose the particular Deals program(s) provider you use/used? Respondents = 240

Haven't participated

Revenue share split

Offer structure

Something else

Size of database list

Familiarity with the program

Marketing strategy

0% 5% 10% 15% 20% 25% 30%

ADVERTISER RESULTS

Measuring Deals Success

Source question for this chart: What factors are most important in evaluating your success using a Deals program? Respondents = 226

Number of new customers

Amount of return business

Spending more than value of

certificate

Number of certificates sold

Not sure Other

12%10%

ADVERTISER RESULTS

Positive Results….

On Average

How many Deals certificate programs has your business participated in over the last 12 months? 4.9

Among the programs you participated in, how many total Deals certificates were purchased for your business? 191

What percentage of the Deals redeemed spent more than the value of the certificate? 29%

What percentage of the Deals redeemed were new customers? 45%

What percentage of the Deals resulted in customers returning to do more business with you after they redeemed the offer? 22%

Over the last year, have you diverted marketing dollars away from other types of advertising in order to participate in a Deals program? 19%

ADVERTISER RESULTS

Good forMarketing!

But, Not All Would Repeat…

Source question for this chart: If you've participated in a Deals program, will you do so again? Respondents = 159

Not sure

0% 10% 20% 30% 40% 50% 60%

ADVERTISER RESULTS

The Opportunity

Source question for this chart: What would make you interested in a new or different Deals program? Respondents = 232

I don't have a strong opinion

I don't believe there is room for a new program in the market

I wouldn't participate in another program

Deals revenue share split with local charity

Better sales reps

Better media marketing

Bigger database to send offers to

Better revenue share

0% 5% 10% 15% 20% 25% 30% 35% 40%

ADVERTISER RESULTS

Advertiser Comments

“Great deal for the customer, great deal for the program that runs it. Not a good deal for me. Customers tend to spend pennies more than the certificate, and many of them are irritated that they have to pay the sales tax and/or that they can't combine it with another in-store special. I don't think that this sort of bargain shopper is my target market.”

ADVERTISER RESULTS

“These "deal programs" can enhance business, if they are not used too much. If used too much they can devalue your product or service. It is a good way to get a "burst" of business then the business must sell itself to get the customer back at regular prices.”

Observations/Recommendations

Consumers love deals/coupons programs.

A significant percentage of consumers say they use deals to try new products or services

The top 3 categories with the biggest opportunity are universal: Food/Groceries, Restaurants, Entertainment.

Consumers say they prefer weekly emails although they’re getting (and reading) them daily.

Observations/Recommendations

How do you make your program stand out?• Use the power of your Media marketing• Focus on the look/feel of your email

Leverage the audience for your own benefit:• With all that extra site traffic to the deals/coupons site – are you converting them back

over to your website/publication/station?• Cross promote on the site/in the emails.• Brand your paper/station through these programs

Overwhelming majority of advertisers provide coupons, but have NOT participated in deals program. Get their business with:

• Better revenue split• Bigger database—Get to work on growing it• Better marketing—You can OWN that; it’s something the national programs can’t do

Questions?

Contact:

Greg Harmon

Senior Research Analyst

Borrell Associates, Inc

gharmon@borrellassociates.com

415-566-4348

Michelle Novak

Manager, Client Sales & Service

Presslaff Interactive Revenue

mnovak@presslaff.com

203-857-4277

CONSUMER & ADVERTISER COUPONS/DEALS SURVEY SEPTEMBER 27, 2011.

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