But Act on What?

We have seen the first deal from Groupin.pk. It. Is. Epic.

Background: Groupin.pk is not to be confused with Groupon. And, even if we have Groupon fatigue in the States, Pakistan is ready for their own Daily Deal Empire.

So we got the note today – after signing up what seems like ages ago and joining the ranks of the 75,000 or so who had signed up in the past 24 hours. (A figure they didn’t verify, but, in the interest of US-Pakistani relations, I’ll give them the benefit of the doubt.)

Here’s a link to today’s deal. Natasha’s Salon and Day Spa, Islamabad.

So…

Well, let’s start with a few positives:

1. Don’t Know if Pakistan is Ready, But…

I’ll give the Groupin team a few points for starting with as much info as they possibly can. It’s a nail spa, you know what you’ll get, and it sounds like you could actually eat off the floors.

Note to my Pakistani friends: “eat off the floors” means the same as “very clean.” We Americans speak funny.

2. It appears to be a pretty good deal.

At the current exchange rate, you’re getting US$11.80 worth of services for US$3.54. So, factoring in the exchange rate, your 70% savings in Pakistani Rupees equates to 70% in US Dollars.

Note: I realize that should be obvious. But you never know.

3. These are probably the best types of services to try out. Right?

Not an expert on the Daily Deal space – friendly plug for our pals over at DealRadar, who follow this for a living – but it sounds like a good place to test market your offering if you’re Groupin. A spa or salon might be a better hook than a restaurant – plus, getting women on board first is one of the keys to Groupon’s success.

Now, for the negatives.

1. What’s next?

Given their history, we don’t know what the next deal will be. The last Groupin deal was on sugar. They appeared to have some success with it – but whether or not staples work better than destination is something that will remain to be seen.

2. Radio Silence.

We waited for quite awhile to get either a confirmation or a deal sent to our inbox from Groupin. We figured that, since we weren’t in Islamabad, we weren’t going to get anything at all.

So, when today’s deal arrived in our inbox, we were surprised. But what took them so long?

Area 224 will continue to cover this breaking story. Go Groupin!

Photo credit - Mayakamina - CC License

What does one guy’s avoidance of soda for an entire year tell us about our own Marketing, Communications, and Business?

The thinking behind it was rather simple: the stuff can’t be that good for you, and water is a great alternative. So, after what turned out to be very little deliberation, there it was…

No more soda.

Withdrawal? Sure, some. Caffeine wasn’t cut out, so that meant more coffee throughout the day. Water made up for this quite a bit – always having a water bottle or a big cup on the desk can help.

Savings? Heck yes – why “super size” when you can order tap water instead? Why order bottled water, either, when you live in a city whose tap water is 7000 times less expensive than bottled?

Habit-breaking? This might be the toughest – so easy to run to the machine, grab a can out of the fridge, even “switch to diet” because that can’t be bad, either. But it can be done.

What does all this mean for you?

Feature vs. Benefit

Rather than dissing sugary sodas – there are countless nutritionists and food blogs to do that – instead, let’s focus on the concept of “Feature” vs. “Benefit.”

Most of the time, even soda marketers get stuck in the “Feature” department. This beverage features “zero calories.” That beverage features “great cola taste.” They don’t tell you the benefits of zero calories (less of a waistline), they point back to another feature-rich product, and tell you that theirs is similar – but zero calories.

Shiny pop cans are features.

“Naturally sweetened” – feature.

The benefits are almost always subtly – or NOT subtly – communicated in the vein of “Lifestyle.” Drink this and be like the rich athlete. Drink that and become cool like the guys in the commercials.

Are you communicating benefits?

If not, why not?

How will the prospect Benefit from signing on the dotted line with your firm? How will the customer have a better life or a better lifestyle with your product?

Even if you don’t have the marketing budget of the big boys, that’s okay. In fact, that might be even better.

The benefits of a soda-free lifestyle

You will have more money in your pocket.

You will feel better because you are consuming less junk.

You will be able to redirect time and money to pursuits that can add value to your day.

Heck, you’ll contribute to a better world because you’re contributing less cans and bottles to the recycling bins.

Communicating how the world benefits from your unique contribution? That’s uniquely valuable. Tell us how we’ll benefit.

By the way, the launch of 12 Minute Marketing is here. You can redirect some of your soda savings toward becoming a better marketer, in just 12 Minutes a day.

Click here to take advantage of the special offer. And stay hydrated.