Marketing Essentials 2012Chapter 17:
Promotional Concepts and StrategieseMarketing FeatureDigital Coupons and "Groupons"
Digital coupons have increased significantly with the popularity of social media, such as Facebook and Twitter. Research indicates that product promotions using digital coupons increased 84 percent in one year on retailer Web sites. Manufacturers have partnered with retailers by providing coupons on retailers' web sites to encourage customers to visit the stores. Digital "Groupons" are communal coupons that require a certain number of people to participate in order for the coupon to be honored. The premise is that people interested in the coupon will try to persuade friends to sign up. Digital Groupons are often sponsored by a local newspaper for small local businesses by creating a Groupon Site to which people can subscribe. Subscribers receive e-mail alerts for each new Groupon Coupon Event, which may include restaurants, retailers, and/or service businesses. Innovate and Create
Have students work in groups to design a Web site for Groupon Coupon Events for local businesses in their community. Tell them they are hosting the Site. Have them select the businesses and the criteria required for the coupon to be honored. Ask them to include their ideas for generating subscribers for the Groupon Coupon Web site and for soliciting businesses to participate in the promotions. Have students prepare a written and oral report to share their projects with classmates.  | 
