Rethinking Black Friday
ebook ∣ A DIFFERENT Approach To Discounting, Couponing, And Short-Term Marketing Promotions
By Christopher Lochhead
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To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:
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In the late 2000s, the United States ran one of the largest discounting (via couponing) experiments in entrepreneurial history.
A small startup based in Chicago came up with a radically different idea to help small businesses generate buzz, awareness, and customer acquisition. Instead of encouraging them to run ads on Facebook, or helping these small "e" entrepreneurs launch creative discounting campaigns, this startup turned the age-old marketing tactic of couponing, digital.
These digital coupons were called Groupons.
10 years later, Groupon has become a thing of the past with a market cap of less than $1 billion.
What happened?
In this "mini-book" you will learn:
This mini-book is short and sweet, yet filled with incredibly valuable insights on how to create brand affinity that further establishes your business as the category leader.
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