At IMG, we tested the waters with Groupon, and thanks to the yeoman surveying efforts of Scott Corbus, we have some data about our buyers.
We decided to sell an event ticket in a mid-to-large MSA at a Groupon discount of 50%. We also offered a premium package with a backstage meet and greet.
We then asked 3 yes/no questions at the stadium box office (the Groupon Will Call window), and each of the 119 respondents answered every question. (119 only represented a small fraction of tickets sold through Groupon, through which we sold approximately 20% of all tickets).
We used Groupon because tickets are obviously are an expiring asset and we did not anticipate a sellout crowd. However, we were afraid that it would cannibalize our general sales. As we had hoped, the grand majority of Groupon buyers said that they would not have otherwise attended our event without a Groupon.
We were generally pleased with the results, even though the costs to use Groupon is very high. What's been your experience?
Data provided as inline text below (n=119):
Was the Groupon the first you’ve heard about the event this year?
Have you been to this event in the past?
Would you have attended this event without a Groupon?