Clipper Magazine's DoubleTakeDeals Takes on Groupon with Modified Business Model

MOUNTVILLE, Pa., Feb. 17, 2011 /PRNewswire/ -- Terry Lee, owner of Haydn Zug's Restaurant in Lancaster, PA, had a decision to make. Should he go with the more popular, deep-discount social internet site Groupon, or go with the newly launched DoubleTakeDeals.com from Clipper Magazine, the largest coupon magazine distributor of local coupons in the country?

For Lee, the decision was easy. "I've been advertising with Clipper Magazine for many years," said Lee. "So when my sales rep told me about the new DoubleTakeDeals program, I jumped at the opportunity."

Lee wasn't alone. In the past four weeks, DoubleTakeDeals has already contracted over 2,000 deals - an impressive number considering the product only launched four months ago.

Ian Ruzow, COO and co-founder, comments, "We first tested DoubleTakeDeals in five markets in October 2010. The response was overwhelming, so we immediately bumped up our nationwide launch by five months."

Clipper Magazine employees have been working feverishly to keep up with the demand. Within weeks, they reprogrammed their website to launch DoubleTakeDeals in 450 magazines, covering 31 states. In the past two weeks alone, they launched in over 250 markets and have another 100 or more launching soon.

"DoubleTakeDeals has been the quickest and largest launch of a new product in our 27-year history," said Ruzow.

The demand to be part of this new program goes beyond the loyalty of existing Clipper Magazine customers. For local businesses nationwide DoubleTakeDeals offers marketing advantages that are hard to resist in these lean economic times.

"When I learned that DoubleTakesDeals could pay out a higher percentage than Groupon, I was intrigued," said Lee. "But when they offered me a free full-page ad in Clipper Magazine, too, it sealed the deal. I knew that was something no one else could offer."

The full-page ad is mailed to at least 50,000 homes and gives the merchant marketing for 30 to 45 days beyond the online deal. Ruzow comments, "Many merchants have said they've seen an increase in business because of the Clipper Magazine ads, even if customers didn't purchase the DoubleTakeDeals discounted certificate."

But that's not all that differentiates DoubleTakeDeals from Groupon and similar sites. DoubleTakeDeals features multiple offers in a single market on any given day, and those offers are good for two to three weeks, giving advertisers increased exposure. What's more, for consumers, there is no minimum number of sign-ups required in order for the deals to be honored.    

Adding to DoubleTakeDeals' appeal is a commitment to helping local merchants build repeat business with a host of additional post-promotion marketing products, like email programs, reward card programs, and more - all coordinated with the assistance of a dedicated, full-time, local marketing representative.

Ruzow comments, "Our goal is to help local businesses gain new, loyal customers. We are local in every market and have ongoing relationships with businesses. Also, we reach a dense group of consumers in each merchant's primary market, unlike other programs that market regionally, which results in customers who visit once to take advantage of the deal, but will likely not return because the business is too far out of the way."

So, is DoubleTakeDeals delivering for local businesses? The numbers say it is. While Groupon  reports 20-25% loyalty retention from purchasers, DoubleTakeDeals is hearing from their customers that about 50-75% are returning or signing up for additional products or services.

With numbers like that, it's easy to understand why more and more business owners, like Terry Lee, are finding DoubleTakeDeals an easy decision.

Founded in 1983, Clipper Magazine has grown from a single local, four-page campus advertising publication to 450 local direct mail editions in 31 states. Mailed eight times annually (and more in selected markets), Clipper Magazine reaches roughly 30 million American homes with full-color ads featuring money saving offers. In addition to couponclipper.com, Clipper Magazine operates subsidiaries including The Menu Company, Loyal Customer Club, Spencer Advertising & Marketing, Clipper Web Development, and Total Loyalty Solutions.

SOURCE Clipper Magazine