Tag Archives: gi save

Giving Things Away is the Worst Way to Make Money

Yes, I really had to say that. Since the big bang of couponing took over in the late 2000s, the practice has been adored by deal-hunting consumers and demonized by profit-conscious entrepreneurs. And how could it be any different? People love saving money when they go out shopping, and business owners love to (and need to) make a decent profit. But wait – this paradigm seems conflicting! Why?

Because it is.

And this has been especially true since daily deal sites became so popular, requiring deals to be at least 50% off the normal purchase price. And here’s the kicker – that fraction of your typical profit is slashed even further when you give the host site their cut. This may seem ridiculous to some, but in this economy, customers are looking for it and business owners often turn to it to make their doors swing. So what do you do?

You find a better way. And there is one. The good news? You can afford it (I really mean it), it’s trackable, and (when used properly) can really increase your customer base. The bad news? It will require a little marketing savvy on your part to transform them from a one hit wonder to a loyal, repeat customer. But don’t worry – I’m here with my fancy degrees and cheap laptop (cause and effect?) to help you.

First of all, the better way is www.GIsave.com, a coupon-based website geared specifically towards the military communities in the Southeastern U.S. (though there are plans to expand). More than any other demographic, military families need to find ways to stay on budget while finding new favorite places to frequent as they bounce around from base to base. As a future military spouse, I can tell you there is not one time someone has said “military discount” and my head hasn’t turned. And now, there’s a whole website of people screaming just that – and I don’t have to leave my couch or my sweats to hear it. Beautiful.

I know what you’re thinking: Why would you gear your couponing to just this one demographic? That seems silly. Well, because the military community makes up almost TWO THIRDS of the Emerald Coast economy. Scout’s honor – look it up. Not so silly. And even better, it’s not Groupon or Living Social. We’re not asking you to sell your first born child to afford the price slash. We don’t tell you how much to discount. You just come up with something you’re happy with and we make it visually appealing… not to mention able to be comfortably accessed by military families in their favorite obnoxious headbands and scrunchies (it’s OK for the 90s to live on in your own living room, right?).

Now here’s where my free advice to you lovely business owners comes in. DO NOT… I repeat.. DO NOT succumb to the desire to throw the phrase “10% off with ID” on your GI Save coupon. This is not to say that 10% is a bad discount, or that military families do not appreciate it (because trust me, they really, really do). However, doing this works against you in a couple of ways. First of all, you probably honor that discount with the simple mention of it or the flash of an ID card, don’t you? And again, thank you. But how on earth are you supposed to know how impactful your GI Save program is if you don’t make people tell you? And what about your deal makes you stand out from any of the other businesses?

So, pick a dollar amount, or offer a free something with the purchase of another something. Anything that will get that person’s attention and get them to show you their virtual or printed coupon so you have that wonderful peace of mind that what you did is working. Makes sense, right?

Now continuing the free advice, do something AWESOME when we customers make our way into your business. Make us want to come back over and over again. And, I’ll let you in on a little secret here – we’re easy. Awesome can sometimes mean a sticker. That’s right – that little shiny thing that costs a fraction of a penny can make you stick out. Seriously. So, go find something. It could be a little bonus gift, a different coupon to use on another visit, a referral program punch card that gets your new customer free/discounted stuff when they tell their friends… the list goes on and on. It doesn’t have to cost you much of anything; it just needs to be thoughtful enough that Joe around the corner isn’t doing it. Boom – you win.

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There Is No Hotel Deal Fairy

It has to be one of the most Googled phrases in recent travel history: how to book the best room for the best rate. And while I wish I could say I hadn’t wasted my time doing this… a lot… I have. And the outcome is almost always one of two things. Either the information is completely useless and makes searching “cheap hotel rooms” seem like a revolutionary, Nobel prize worthy idea; or the results are achieved by nothing short of calling out sick from work for two weeks straight, developing a masterful spreadsheet, and probably getting put on some sort of government watch list. But don’t worry, you’ll get the room five dollars cheaper per night (maybe).

So, in response, I’m going to try to give you my version of it. Part of me thinks this is futile, but the other part of me tells me this: I’m better with technology than your average person, but I’ve also had to teach people how to use it. I work full time and I work on a Master’s degree part time. And I will fight you if you think I’m going to waste time doing anything else when I could be watching football. Why should you care? Because that means I’m not going to suggest something so painfully obvious your great grandmother would know to try it, or something so complicated you need a doctorate in engineering to do it. I’m also not going to suggest things that “ain’t nobody got time for”. I welcome your criticism (or loving praise) after you read this.

  1. It’s already time for the tough love.

No matter how good you are at this, how far in advance or last minute you’re looking, or if it’s a Tuesday and the weather is bad – you are not going to get a stellar deal every time. Sometimes, all your tricks and research just lead you to the sad realization that the cost is what it is. But hey, at least you know you’re not getting ripped off by whatever hotel or site you book through.

  1. Analyze your circumstances.

Ask yourself a few key questions before you start looking. Is your trip soon or in the distance? Do you need a specific neighborhood or will anything in the general area do? Do you have the funds to pay up front, or do you need to be able to pay when you check out? Is your trip flexible enough that you’re comfortable booking something the same day you want to check in? These are all important questions, and I will address them in the “Tips” section at the bottom.

  1. Use more than one website. But don’t go crazy.

I know, there’s websites like Kayak and Priceline, as awesome as they may be, that insist you only need to search their site to find the best price. But only trying the deal sites just tells their marketing departments that they’re as brilliant as they think they are. I generally pick one deal website, and then Google something like “hotel specials February 7-9 in Fort Walton Beach”. Sometimes, a coupon or something will pop up. More often, though, I get a big old list of hotels across the top of the page. And now, I compare. Go through your deal site and try to find a price you like. If you don’t see one, find a hotel you like that might be more money than you’d like to spend, but isn’t so far gone you can’t find a better deal.

  1. Compare Simply.

Baby steps here. Let’s assume you’ve now picked a hotel or two (or three or four) from the deal site. Next, go to the hotel’s website itself and run a search. Sometimes, the deal site is better. Sometimes, it’s the same. But other times, you might find that if you select a AAA rate or military rate (from the search box when you’re typing in your dates and number of people…typically in a drop down menu or under “advanced search”), the price ends up being lower than the deal site. Think about it: the deal site can’t assume everyone booking qualifies for a discount. Sometimes it works, sometimes it doesn’t. Refer to point #1.

  1. Compare Creatively.

Don’t get stuck in a rut. I know you’re probably thinking I’m breaking my time rule here, but the above two steps shouldn’t take you more than five minutes (ten if you’re researching a lot – but you should save that for the end). Quickly skim through and cross reference the deal site’s list with your Google list. Just like Southwest Airlines tickets can only be purchased from their own website, not all hotels allow deal sites to work with them. When you see some on Google that you didn’t on the deal site, do a new search for that hotel. Here’s the best part: quite often, since the hotel is not participating in a deal site, they’ll have some pretty great deals. Especially for multi-night stays.

Tips:

Now that I’ve given you some ideas, back to those questions I asked you to evaluate in point #2. The best way for you to treat the following bullet points is like a matching quiz in school. Figure out what applies to you based on your answers to the questions, and then take my advice accordingly.

  • If you’re in a situation where the deal site and hotel site are the same price, consider this: deal sites require full payment up front and are rarely refundable; direct hotel sites typically do not actually charge you until check out and have pretty lenient cancellation policies
  • Monitoring the price of a hotel you like over a period of time can typically lead to a decreased rate. If you see it drop, grab it.
  • Many hotels have last minute deals. I don’t mean the week before, I mean the same day you want to check in. You can use the hotel site, deal site, or an app like Hotel Tonight
  • Unless you really can’t afford a hotel at the initial price you find it, don’t play the bargain game if it’s going to really put you in a bind to stay anywhere else
  • Pick up the phone after you’ve found a hotel you like. The vast majority of the time, their best deals are online. But some offer secret promotions you’ll never find out about if you don’t call and ask

The bottom line here is establishing your priorities, then doing what you need to do to achieve them. There might be a lot of stuff here, but if you ask those key questions first, you shouldn’t need to spend more than 15-30 minutes finding the best deal possible for you. Any tips or tricks of your own? Post them here and share the wealth!

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