Discover features that can optimize your program’s revenue and enhance engagement. These 10 features listed below can propel your program forward in terms of revenue and engagement. To learn more, read our detailed breakdown: http://secondstreetlab.com/2012/10/10-features-your-deals-program-needs-to-use/

1. 10 Features Every Deal Site
Should Be Using
October 18, 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

2. How to Interact with Us
Note: We are recording this
webinar and you will receive an
email with links to the recording
and the slide deck.
GoToWebinar™
Questions Panel
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3. Who We Are
Increase ROI, Build &
Engage Audience
@secondstreetlab

4. Deadline Deals
A truly white label deals provider
To date, Deadline Deals has executed
• More than 3,500,000 gift cards sold
• On more than 425 local media sites
• More than 1,000,000 consumers have
purchased deals through our partner’s
sites
@secondstreetlab

5. Speaker
Matt Chaney
Dir. of Affiliate Success
- Deadline Deals
@secondstreetlab

6. Agenda
• Review 10 Essential Features
• Why to Use Them
• Wrap-up & QA
@secondstreetlab

7. Merchant Center
What is it?
Feature for merchants to login and access information and details about their
promotion.
Why use it?
• Gives your advertiser insights into
who’s buying their deals
• Hub for them to see everything
going on about their deal & track
redemptions
• Helps reps track their deals
• Better understand your audience
demos & location
• Leverage data for future ad pitches
@secondstreetlab

8. Usage Example: Merchant Center
• Demographics
• Target special section - Age
• Target clients online - Venue
• Relate to events - Gender
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9. Usage Example: Merchant Center
• Zoned advertising
• Inserts
• Sticky / News Notes
• Shopper / Guide
• Direct mail
• Online targeting
• Geo-targeting
@secondstreetlab

10. Refer-a-Friend Credit
What is it?
User gets credit when they refer a friend or family member who is new to the
program and makes their first purchase.
Why use it?
• Applies to new customers only
• Users with credit 3x more likely to buy
• Reward users for engaging with your brand
• You choose the amount to offer
• Opportunity to increase and create a
campaign around it
@secondstreetlab

11. Case Study: Refer-a-Friend
Background
• WCHL, Chapel Hill
• Offering $5 Refer-a-
Friend credit
Results
• 207 new buyers
• $1,035 in credits given
• New buyers generated
$10,871
• ROI = $9,836
@secondstreetlab

12. Denominations
What is it?
Ability to split an offer into multiple vouchers requiring the user to
make repeat visits to the merchant in order to redeem full value.
Why use it?
• Greater flexibility to target
merchants with a lower average
price point
• Encourages multiple visits by
consumer
• Creates more upsell opportunities
for the merchant
@secondstreetlab

13. Case Study: Denominations
• The Killeen Daily
Herald
• Coffee Beanery
• 2 locations
• Avg. ticket $2
• $5 for $10 split over
two vouchers
• 5x increase over
average deals sold
@secondstreetlab

14. Tracking Link
What is it?
Analytics tool for tracking user actions and activities on your site.
Why use it?
• Know where your revenue and
subscribers are coming from
• Better understand how your digital
marketing dollars are working
• Use them to track results of partnerships
and outside promotions
• Know the impact of your social media
efforts
@secondstreetlab

15. Case Study: Tracking Links
Top Revenue Generating Links
Twitter
Google Ad Words 1%
8%
Affiliate Sites
40%
Internal Email Lists
31%
Facebook Ads Deal Aggregator
6% Display Blog 7%
5% 2%
@secondstreetlab

16. Merchant Opt-in
What is it?
Allows a merchant to collect email address of users buying their
deal.
Why use it?
• Gives merchant new ways to
reach engaged users
• Selling point to distinguish
your site
• Opportunity to manage
emails for merchants
@secondstreetlab

17. Case Study: Gary’s Grocery
• Follow-up campaigns with
emails collected
• Sends out weekly emails with
coupons related to the items
purchased from the deal
• They track these coupons in
POS to see their return on
investment
• Helping to deepen relationship
with advertiser
@secondstreetlab

18. Get Yours Free
What is it?
A user receives his/her deal free when they get a set number of friends and
family to buy the deal.
Why use it?
• Encourages sharing of deal to multiple
people
• Turns your audience into promoters of
your program
• Makes your deals more social
• No risk “opportunity cost” with high
returns
@secondstreetlab

19. Case Study: Get Yours Free
Background
• The Washington Post
• Advertiser: Station 4,
$15.50 for $30 + Bottomless Drinks
• $42,051 Gross
• 2,713 offers sold
Results
• 26% of deals sold came from referral
• 712 referrals resulted in $11K in sales
• 115 refunds issued - $1,782
• ROI = $9,253
@secondstreetlab

20. Multi-Option Deals
What is it?
A deal with more than one purchase option.
Why use it? Usage examples
• Offer a wider range of price • Price point
points • Events and concerts
• Give you merchants more • Packages
flexibility with their offers • Multiple locations
• Consumers get more choices • Multiple products
for purchase – let them upsell
themselves
@secondstreetlab

21. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

22. Promotional Credits
What is it?
A credit given to users that offers a discount towards a future purchase.
Why use it?
• Easy way to market to new and current customers
• Used by ecommerce sites to increase sales and engagement
• No cash value; requires a purchase on your site to use
• Codes can be branded for promotional tie-ins
• Flexibility to meet your business needs
– Three formats
– Can be any price you choose
• Some sites using them like “in-store credit”
to avoid cash refunds
@secondstreetlab

23. Promotional Credits Usage Examples
• Reengage inactive
buyers
• Reward top spenders
• Give extra promotion
to a big deal
• Celebrate anniversary
of your program &
show appreciation
@secondstreetlab

24. Case Study: Promo Code “ActNow”
Background
• The Sacramento Bee
• $5 credit towards purchase
• “ActNow” promo code
• Sent to all subscribers
• 3 days to use: Friday - Sunday
Results
• 446 credits deposited and used
• Increased week-over-week stats
• Order volume up 65%
• Revenue up 49%
@secondstreetlab

25. Recap and Last Chance Emails
What is it?
An email highlighting top deals from the week or a key deal that is about to
end.
• Don’t miss a chance to send an email
• Perfect for sites that don’t send email on weekends
• 66%+ of revenue comes from email
• Don’t overdo it
• Last Chance emails can give an extra boost to top deals
@secondstreetlab

26. Case Study: Recap and Last Chance Emails
Recap Email “Last Chance” Email
Subject Line: Best deals from this week! Subject Line: Today’s Deal Reminder: Don’t miss out…
• 30% increase in Open Rate over • Average revenue for Sunday
average double that of Saturday
• Highlight timely and top deals • 25% of sales for this deal came
• @secondstreetlab
Sunday sales volume up 44% YOY on Sunday – 2x the average!

27. Deal Opt-in for Contests
What is it?
Checkbox added to a contest registration page that allows consumers
to opt into your deals program.
Why use it?
• Highly effective way to grow
your email database –
for deals and beyond
• Sign up highly engaged users
• Easy to turn on
• Works seamlessly with deals
admin
@secondstreetlab

28. Case Study: Gatehouse
Grew Deals
Database by
46% With
Contests Alone!
@secondstreetlab

29. Questions?
Matt Chaney
Dir. of Affiliate Success
- Deadline Deals
chaney@secondstreet.com
Twitter: @mattchaney
@secondstreetlab

30. SecondStreetLab.com
@secondstreetlab