Daily deals platform orchestrates first-ever offer from CPG brand.
Groupon subscribers in San Francisco and Minneapolis/St. Paul on Thursday were offered a deal on food that they'd actually have to serve themselves.
General Mills became the first CPG brand to test the daily deals platform, asking $20 for $40 worth of breakfast cereal, snacks, cookie mix, canned corn, and Hamburger Helper. Such items are part of the 90-year-old giant's "General Mills Sampler Pack," which was accompanied in the Groupon offer by a coupon book worth $15. The pitch also included free home delivery.
Five-thousand vouchers isn't exactly a huge number on the daily deals platform. When comparing the effort to other national Groupon offers, General Mills is clearly in test mode.
"We're always looking for efficient ways to sample our products and given Groupon's scale, we thought this would be a way to reach a sizeable audience," Karl Schmidt, the food giant's director of promotion marketing, told Ad Age. "Our next steps are to evaluate the results - I think the early read is positive - and then factor the results into our next fiscal year, which begins in June."
Minneapolis-based General Mills isn't the only company to sell CPG products directly through Groupon. E-commerce sites like Soap.com began offering household items on Groupon last year.
But mostly, the Chicago-based Groupon is known for its local restaurant deals.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
October 23, 2014
1:00pm ET/10:00am PT