Commentary

Chelsea Piers Likes Groupon'Trackability'

Dana Thayer, sernior VP of marketing and sponsorships for Chelsea Piers, which has used Groupon to offer discounts on golf lessons, among other things, said one aspect of she likes relative to other ad formats is its "trackability." Once someone redeems a coupon that customer is put into a company database so future purchases can be tracked after that. I see [Groupon] as an integral part of the media mix," said Thayer, who also advertises via formats including print, out-of-home and online.

She added that strong customer service following up a Groupon deal is also key to keep new customers coming back instead of each deal being a one-off for people. In that vein, Chelsea Piers has added a second level of discouted golf lessons available to people who have already taken the golf 101 at the sprawling sports facility.

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Mark Walsh can be reached at walsh@mediapost.com

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