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Group Persuasion Paper

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Groupon, is an advertising marketing campaign, geared toward offering deep discounts through mass purchases. This company was founded by CEO Andrew Mason, who first created the website, “The Point,” which had a similar concept of group persuasion (Buchler, Downey, Goldstein, Kheyfets, Monitz & Truong, 2013). Unfortunately, The Point failed to attract a substantial amount of advertising revenues to stay in business. Nevertheless, it reinforced the idea of group persuasion for Mason and his investors and showed them how powerful group action can be. In 2008, Andrew Mason and his team launched Groupon to focus on collective buying power. They realized that by using the same framework from The Point, they could help consumers obtain affordable access to goods and services (Buchler et …show more content…

In addition, to make the business successful, the company relied on personal selling, public relations and advertising (Buchler et al., 2013). The company effectively used personal selling by contacting various businesses themselves, to see if they would be willing to advertise discounts. To help them attract certain business, the company conducts their own research to see what the target customers are saying about the company’s products. The company effectively used public relations by being the middleman for businesses and the public (Buchler et al., 2013). Businesses can use Groupon to promote their own discounts (vouchers) for services and products. Groupon helps facilitate connections between businesses looking for customers and customers looking for deals. Lastly, the company effectively used advertising by advertising the company on social media sites such as facebook. By using social media site for advertising, the company was sure to reach a variety consumers of different races, nationalities and backgrounds (Buchler et al.,

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If you do the math, merchants need to gross margins well in excess of 50 percent for Groupon to work for them. The promotion is very steep, usually 50 percent or more. Most businesses are built on margins of 75 percent, which means if the customer just comes in and buys the deal, the owner is going to lose money. Restaurants usually have higher margins. By offering huge discounts and giving 50 percent to Groupon, they just aren't earning enough to cover the cost of serving that

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