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Marketing

4 Email Marketing Trends for Success

Opinions vary on the official origin of email. Some trace its history back to the mid-1960s. Others proclaim its founding was in the ’80s. Regardless of the true birthday of the email, it could be argued that it has lost a bit of its luster. If email was indeed founded five decades back, the first email scam probably came out four decades, nine years and 364 days ago. 

Now with a plethora of scams, mountains of unnecessary spam and co-workers who woefully abuse “Reply All” etiquette (Yeah, I’m looking at you, Carl), it may seem a bit of email’s initial shine has dulled over the years — but you’d be wrong.

Email — and in particular email marketing — is still a vital and vibrant strategy for businesses of any size. And the best part is that new innovations in email marketing can streamline your tactics, connect you to the customers who are looking for you and bring a bigger bang to your ROI. Here’s a look at four trends to consider this year:

Get Personal

“Customers don’t just want to feel like another cog in the works; they want to feel valued by the companies they invest in,” according to the email marketing firm Benchmark. “One problem that can occur in email marketing is the lack of personalization that comes with automation. A key trend to follow is instead leveraging robotic process automation and AI to create personalized emails that speak to your consumers. This means using automation and AI to send targeted emails that appeal to your specific audience segment. Analyze your customer’s shopping habits, opening rates and favorite products or services to then create an email that speaks to those behaviors.”

Follow the Drip

No one likes to be overwhelmed, but underwhelming potential clients isn’t a great alternative either. That’s what makes a drip campaign ideal: It’s like the Goldilocks of email marketing — not too hot, not too cold, but just right by breaking down marketing communications into a series of “drips” spread across a specific timeframe and that require specific responses.

“This ensures consistent and cohesive communication between the subscribers and the company. Moreover, it gives the customer a sense of control over their inbox. … That’s why drip email campaigns tend to perform better than regular email campaigns,” according to NetHunt. “Specific actions taken by users activate the launch of the sequence. Emails that get sent out as a part of a drip campaign are more responsive and create a much ‘friendlier’ communication between each side. They are not overwhelming; all the necessary information comes in ‘drips,’ saving effort of having to traipse through a hefty copy. The customer gets the exact piece of information they expect to receive.”

Include a Video

Video is way a way to communicate quickly and effectively to an audience. Incorporating video into an email marketing plan can help you stand out from the competition. Even just including the word “video” in the subject line of an email can increase the open rate, according to SuperOffice.

“Video email marketing can be a great way to convey a lot of information without making your emails text-heavy. For tutorials and how-to videos, it’s a great platform. What’s more, 91% of consumers revealed that they watch an explainer video to learn more about a service or product,” AdWeek wrote in an April 2021 blog. “It’s also important to prioritize concise content over wordiness. Long paragraphs can look cluttered and make your email harder to read.” 

User-generated Content

User-generated content has been a big hit on e-commerce sites because it brings a sense of bonding between consumers and a brand. It’s not surprising it’s transitioning to email marketing.

“Consumers find UGC 9.8 times more impactful than influencer content, and 78% of people say UGC highly impacts their purchasing decisions,” according to Sleeknote. “Strategically injecting it into your emails is the perfect way to humanize your content and get a tip of the hat from your customers.”

There’s probably no reforming Carl of his bad email habits, but SaveOn has digital solutions designed for every business. Tap into our resources of more than 140 million opt-in email records in our database. Target your message to the audience you want to reach using over 750 filters including geography, age, gender, household income, levels of interest and more. Visit saveon.com/business/digital to find out how we can work for you.

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Marketing

SaveOn Merges with Chicagoland’s Trader Magazine

Partnership expands savings and deals to readers of both publications

Discount devotees and coupon connoisseurs throughout the Chicago metropolitan area stand to put more power in their pocketbooks and wealth in their wallets with the recently announced merger of SaveOn and Trader Magazine.

The partnership between the two titans of consumer savings will benefit SaveOn and Trader Magazine customers as well as Chicagoland businesses. The merger will leverage the value power of both parties to create significant savings at favorite local businesses that will blow away Windy City residents, while simultaneously provide local businesses with new opportunities to expand their reach and attract new audiences.

“Excited doesn’t begin to describe how thrilled we are to announce this merger. We’re able to expand our service offerings to the southern areas of Chicagoland, while also expanding our extensive marketing products to the business partners of Trader Magazine,” said SaveOn President and CEO Heather Uballe. “The ultimate winners in this new alliance are the Chicago-area residents looking to get the best values for their households and make their dollar go further while supporting businesses in their community.”

Not only will savings-hunters benefit from the deal, but advertising partners for both companies will be able to broaden their reach to an entirely new customer base through tactics like digital marketing, social media advertising, direct mail and more. The merger will allow SaveOn to expand its existing footprint in the region by 100,000 additional homes. Trader Magazine will be able to expand by an additional 800,000 residences.

“We’re very happy to be able to offer our business partners new tools to reach a wider audience and help our customers benefit from valued savings,” said Trader Magazine co-owner Harold Hewitt.

“This partnership is a great opportunity for us to expand our services platform and extend SaveOn’s mission of helping consumers Live Life for Less,” added co-owner Joe Farneti.

Trader Magazine’s employees will be joining the SaveOn team in the merger, and SaveOn’s first mailer will be distributed in the newly expanded market area June 1.

About SaveOn

Together, with our trusted business partners, we are dedicated to helping Savers live life for less by saving them time and money. We are passionate about the growth of our team, business partners and the communities we call home. SaveOn serves the Chicago, Detroit, Twin Cities and West Michigan areas.

About Trader Magazine

Since 2009, Trader Magazine has been an excellent resource for your advertising needs. We will help you in reaching your local target market and get you connected to your community. Trader Magazine is, a high-quality, full-color publication, bound together in a neat, organized magazine that gives your product the best representation available. It is mailed to more than 30 towns in the Chicagoland suburbs nine times each year.

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Marketing Online Deals

Nonprofit Spotlight: Feeding America

Photo curtesy of Feeding America

There are only a handful of basic needs that are essential for human life; however, far too many people across the United States struggle each day to meet one of those critical needs.

In a nation that prides itself on its wealth and prosperity, food insecurity remains a pervasive issue across all communities — urban, suburban and rural — that is worsened by how easily it can cloak itself and remain unseen. It could be a friend, family member, neighbor or co-worker who is silently struggling each day with hunger.  

Since 1979, Feeding America has been tackling food insecurity and hunger across the U.S. Formerly known as America’s Second Harvest, Feeding America is a nationwide network of more than 200 food banks that feed more than 46 million people through food pantries, soup kitchens, shelters and other community-based agencies. The nonprofit is the nation’s largest hunger-relief organization working to connect people with food and end hunger.

Video curtesy of Feeding America

The U.S. Department of Agriculture defines food insecurity as the lack of financial or other resources to provide a consistent access to food to lead an active and healthy life. The ramifications of food insecurity make it one of the leading health and nutritional concerns in the nation, contributing to chronic diseases such as diabetes and cardiovascular risks.

The issue has only been compounded over the past year by economic hardships stemming from COVID-19. After years of declining rates of food insecurity, Feeding America is projecting 1 in 8 people, 42 million in all, could experience food insecurity in 2021. That estimate includes 13 million children.

Photo curtesy of Feeding America

“In a country that wastes billions of pounds of food each year, it’s almost shocking that anyone in America goes hungry. Yet every day, there are millions of children and adults who do not get the meals they need to thrive,” Feeding America states on its website. “We work to get nourishing food — from farmers, manufacturers and retailers — to people in need. At the same time, we also seek to help the people we serve to build a path to a brighter, food-secure future.”

As mentioned, America prides itself on its wealth and prosperity. Yet, we take equal pride in two additional traits that define who we are as a society: empathy and compassion.

SaveOn provides our customers with ways to get the most from their finances on household groceries. This month we urge you to stretch your dollars further — perhaps even to another household. Consider using the savings available through our partner organizations to make a donation to your local food bank or even helping out with the mission of Feeding America. The Feeding America website can help you locate the food banks in your area and provide you with information on how to donate or volunteer.

Photo curtesy of Feeding America

With the myriad of important issues we face at this time, hunger shouldn’t be one of them. It’s time to take hunger off the table. For details on how you can help, visit feedingamerica.org.

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Marketing

Four Ways Contests Increase Brand Awareness

There’s a reason the midway is typically the most popular area at a fair.

It’s the dizzying mix of lights, music, and the seemingly endless rows of games and contests where you have a chance to win that giant, pink, stuffed teddy bear that has been crisscrossing the country all summer and now taunts you as it dangles from the canopy of the carnival booth.

Yes, Yogi, you will be mine before this day ends.

You can feel it even when making a friendly wager with an acquaintance. No matter how mundane the bet or how miniscule the prize, there’s that moment when your pulse quickens, the adrenaline kicks in and the dopamine fires up in your brain as the contest begins. “Could it be possible? Yes, it’s true! If my wall of paint keeps drying faster than his, I may really have a chance to win that last slice of the pizza we bought two days ago!”

You get the idea. It’s the rush. The thrill of competition.

Everyone likes to be a winner. Even more, everyone loves being presented with the opportunity to win. It’s why contests are an easy and ideal promotional tool to help build brand interest and awareness. Here’s a look at a few basic reasons contests should be a part of any marketing strategy.

1. Contests Build a Fan Base

Free stuff is fun and gets attention. The power of promotion is a tried-and-true method to increase Facebook likes and shares — and some contests even urge people to spread the word on the event. According to American Express, “a basic enter-to-win sweepstakes with a lower barrier to entry often provides the best option for those just starting out with social media contests or without a large base of fans in place.”

2. Contests Engage Consumers

The first step of a contest is to get someone’s attention. The next step is to get that person excited, engaged and to take action. “A contest is often distinct from the typical content that brands put out. It pushes people to interact with your brand because they anticipate fun and gain the chance to win something of value,” Submittable wrote in a blog post. “Contests also promote and multiply user-generated content that gets customers more involved and makes your brand more memorable to them and people in their networks.” That user-generated content could be anything from photo submissions to user-made videos.

3. Contests are a Data Treasure Trove

“Contests also offer advantages from a research standpoint. When people sign up or agree to participate, you can collect names, contact information and get answers to other research questions,” according to Chron. “On a giveaway for a television, for instance, a manufacturer may include questions about participant TV habits. When consumers sign up at local electronics retailers, they fill out forms with their information and answers. Companies collect this for research and analysis to better promote that product or something else in the future.”

4. Contests Increase Sales

“The logical and necessary evolution of the benefit of your contest after building awareness and increasing your subscribers is increasing your sales,” said Neal Schaffer, founder of digital marketing consult group PDCA Social. “Contests are a great way to convert your business leads into valuable customers — especially in the case of the winners because they had just tried your product for free (if you chose the wise path of offering your product as a gift and not a random iPad) and they will most likely return to purchase more if your product satisfies them.”

Effective as well as cost-effective, contests are a reliable form of marketing that can boost your business as well as the business of your partners in the eyes of the public.

At SaveOn, we offer monthly contests that showcase the products or services of our various business partners, from winning a tank of gas to walking away with a new KitchenAid Mixer or a gift card to a garden center. Find out more about SaveOn and how we can help take your business to a new level by visiting saveon.com.

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Coupon Tips Online Deals

What It Means to Live Life for Less

Less is more.

Usually that phrase is used to prove that simplicity can, at times, outweigh the complex when it comes to making the biggest impact. However, the phrase can fit into other parts of our lives, too.

Less talking can mean more listening, which means more opportunities to learn, understand and grow as an individual. Less complaining can free up room for more encouragement. Less stress can mean more sleep — or at least a more restful sleep.

Then there’s ketchup on a hot dog. The less you have of that, the better. On second thought, let common sense prevail: Skip the ketchup altogether. It has no business on a hot dog.

At SaveOn, we take the less is more approach and flip it on its head. The more you save, the less you spend. Live Life for Less is more than our tagline at SaveOn. It’s been the focus of everything that we do for nearly four decades.

There is a perception that the more you spend, the better your life will be; however, our experience shows it’s not how much you spend but how you spend it that adds the feeling of fulfillment.

SaveOn works directly with your favorite business and provides Savers deals in your own community. We are your destination for offers, coupons and savings delivered to nearly 3.5 million homes in the Chicago, Detroit, Grand Rapids, and Twin Cities areas.

Everyone has a chance to enjoy more with those that matter most. We continually seek out new ways to connect Savers to everything from major brands you know, trust and love to the small businesses and local experiences that fuel the community you call home.

SaveOn has established a reputation in the industry based on our core values:

  • Integrity
    We communicate honestly to create trusting relationships and respect. We listen to understand, accept our responsibility and will always do the right thing.
  • Dedication
    We are dedicated to serving our business partners with innovative marketing solutions. We are accountable in our roles to one another and all we serve.
  • Attitude
    Focusing on the positive, we offer one another the benefit of the doubt. We seek creative solutions to overcome obstacles for the greater good of our team, savers and business partners.
  • Passion
    We are passionate about our team, the quality of our products, great values for our savers and about offering the best-in-class service to our partners.
  • Community
    We keep family first, strive for a healthy work-life balance and seek new ways to give back to the communities we call home.

Your lifestyle matters to us, and we know how hard you work to have it. That’s why we offer daily deals on everything for your life. From food and dining, home improvement and automotive needs to entertainment, health and beauty, retail and fashion, and groceries, saving time and money gives you the resources to dedicate to family, friends and all the other things in your life that you value the most.

We won’t even bat an eye if you use our grocery savings on hot dogs and ketchup. Live life for you by living life for less.

Visit us at saveon.com, and find out how you can live life for less today.

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Coupon Tips Online Deals

Perks of Being a Saver

Life is short, and we all want to enjoy it as much as possible. We started SaveOn to help you save money so you can have more and do more with your friends and family. Even though you don’t have to be a member to take advantage of our huge savings, there are a lot of perks to being a member — or as we like to call it, a Saver. Plus, being a Saver is completely free.

Here are the perks of being a saver.

Never Miss a Deal

Savers never miss a deal because they get offers right in their mailboxes — actually, you won’t just hear about the best coups, you’ll be one of the first to hear about them. We hate getting spam just as much as you, so we never send emails unless we know you’ll love what’s in them.

Contests and Giveaways

Who doesn’t love free stuff? We do fun giveaways of gift cards, trips, gas, food, money and other cool items each month, but you have to be a Saver to enter our contests. We hope you’ll become a member so you can win.

Easier Way to Save

We know some Savers love clipping coupons — it’s therapeutic and fun for them. For everyone else, we make it easy to save coups for later, so you don’t have to clip, organize and remember to take them with you. When you sign up to be a Saver, you get the option to save coupons via your phone or computer. You can easily pull the coupons up later when you need them.

Deals Just for You

When you become a saver, you can mark your preferences of what types of coupons and savings you’re looking for. Our team uses this information to show you deals for the things and places you love and want, so you can save time and money.

Tips for Saving More

We make saving easier for you, and one of the ways we do that is by teaching you how to save like a pro. We send Savers the latest and greatest couponing advice and tips, so you can do more and save more.

How to become a Saver:

  • Head to saveon.com.
  • Click the “Sign In” button in the top-right corner of the webpage.
  • Click the “Sign Up” button in the pop-up window.
  • Fill out the form and hit submit.

Easy, right? We’re so excited to have you as part of our family, and we can’t wait to see how you Live Life for Less.

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Marketing

SEO, SEM and Y-O-U

Search Seo Online Internet Browsing Web Concept. Website WWW Search Bar Magnifying Glass Graphic

Remember that nondescript, drab and depressing, concrete-block store where you once did all your in-person shopping?

No?

Of course not, because it doesn’t exist. Just as signage and descriptors help guide visitors to the location of a brick-and-mortar storefront and provide a warm, inviting welcome inside, search engine optimization (SEO) and search engine marketing (SEM) provide the proper digital signage to help the right customers find you online.

There are many complex intricacies and nuances involved in SEO and SEM, and it’s easy to geek out and dive down the rabbit hole of high-level and extensive explanations; however, simply put, SEO produces practices and strategies to increase the quantity and quality of traffic to your website through organic search engine results — in other words, traffic that you don’t have to pay for. Similarly, SEM acts in the same way — and often in tandem with SEO tactics — by using paid strategies to make your business more visible in search engine results pages (SERPs). 

“SEM quickly capitalizes on targeted keyword searches; SEO provides the foundation to convert and retain the traffic generated by SEM strategies,” according to an article at Forbes.com. “Carefully intertwining both SEO and SEM techniques will produce a stronger digital marketing campaign with stronger performance and noticeable results.”

At SaveOn, making sure you have all the tools for business success at your disposal is a cornerstone of our mission, which is why we have introduced our custom SEO/SEM solution is designed to drive more traffic and sales to your business through four optimization categories: a web presence assessment, customer services, on-site optimization and off-site optimization. 

The web assessment is an in-depth audit of your website to identify and highlight areas for improvement. Among our custom services are keyword research, content development and copywriting, and site updates.

On-site SEO is content and structural improvements that improve your website’s ability to rank well in SERPs. This can include custom content, selective keywords, proper tagging of headlines, links, lists and images. Properly optimizing your content improves the visibility of that page to search engines for the key phrases targeted by the page content.

Off-site SEO refers to other tactics and activities that you do away from your website to improve its ranking in search. This includes content linked back to your website, links from high-value sites back to your site, social postings, business meta-data and content distribution.

Since implementing this arm to help our partners meet each their unique goals, we have already developed numerous successful case studies showing the advantages SEO/SEM optimization can have on the bottom line of any business.

  • An insurance company sought to improve its ranking on Google search results from Page 2 to Page 1. Our team implemented off-site optimization strategies, to help improve the search results placement. In fewer than three months, we were able to deliver three new Page 1 placements, elevating exposure of this insurance company with a total of five keywords on Page 1.
  • An HVAC company wanted to increase website traffic and stand out from the rest of the competition. We refreshed the content so that it was more focused toward keywords that the client wanted to target. We also created extra blogs for them every month and put out a press release. Six months later, website traffic rose from 4,000-plus to 16,000-plus, with four of the company’s main keywords on Page 1 of SERPs.
  • A dental clinic wanted to direct its patients to the website for COVID-19 updates and guidelines being implemented. We recommended that the clinic break down its different services into separate keywords and localize them for the locations being targeted. We also created blogs and refreshed the content for several webpages to get the targeted keywords to rank. After four months, 45% of the target keywords pertaining to the different services the clinic was offering were on Page 1 of SERPs.

A potential customer is simply a customer you haven’t met yet. SaveOn’s digital business strategies help make those initial introductions and connections easier. In addition to making your website more discoverable and desirable through SEO and SEM strategies, we also can give your business a boost with microsites, an email database, geo-addressable fencing, retargeting, digital contests, event targeting and more.

SaveOn is top-of-mind provider of innovative marketing solutions, and we are passionate about the growth of our business partners. Connect with us today at saveon.com to find out more about how we can help you make connections with your customers.

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Marketing Online Deals

Autism Acceptance Month: Celebrating Our Differences

We’re bombarded throughout life with messages both implicit and explicit telling us what it is to be ordinary and what is required of us to fit in with the crowd. We’re told what it means to think ordinary, look ordinary, dress ordinary and act ordinary.

The problem about ordinary is that it’s just so … ordinary.

Ordinary is pedestrian. It’s mundane and routine. In a word, ordinary is boring. It’s boring because it lacks excitement, distinctiveness and the individualism that makes something special enough to stand out to be noticed and appreciated. The truth is, it’s those sometimes subtle and sometimes overt differences between us that make us unique and interesting. Ordinary will always fall short because it’s not extraordinary.

April is Autism Acceptance Month, and the Autism Society of America is commemorating the designation with its Celebrate Differences campaign. The campaign is designed to raise awareness about the signs, symptoms and realities of autism, but it is also focused on providing information and resources on how to become more accepting and inclusive of the autism community in everyday life.

Autism refers to a broad range of conditions characterized by challenges with social skills, repetitive behaviors, speech and nonverbal communication. According to a 2020 report from the Centers for Disease Control and Prevention’s Autism and Developmental Disabilities Monitoring Network, roughly 1 in 54 children have been identified with autism spectrum disorder, and it is four times more common to be diagnosed in boys than girls. 

Society’s attitudes toward those on the autism spectrum has drastically shifted in recent decades as awareness has increased about the disorder and new therapies have been created to treat the diagnosis, such as the Autism Recovery Through Synergy (ARTS) program implemented by Dr. Tami Peterson, founder and CEO of the Oxford Recovery Center in Brighton, Michigan. The ARTS program teaches autistic children the behavioral skills that will help them become more successful in their homes, school and communities.

Raised awareness has created a bridge of understanding and the ability to see beyond the dry and clinical stigma of diagnosis to the flesh-and-bone, feeling-and-thinking people behind it — and, more importantly, an understanding of how the members of the autism community are able to play a valued role in the fabric of our society.

That bridge of understanding connects awareness with acceptance. Yet while attitudes have shifted, there are still more steps to take on the journey. It’s part of the reason why more autism advocacy groups are changing April’s designation from Autism Awareness Month to Autism Acceptance Month.

“While we will always work to spread awareness, words matter as we strive for autistic individuals to live fully in all areas of life,” Christopher Banks, president and CEO of the Autism Society of America, said in a news release. “As many individuals and families affected by autism know, acceptance is often one of the biggest barriers to finding and developing a strong support system.”

At SaveOn, much of our focus is turning the ordinary into the extraordinary for our customers. However, we encourage you to take time this month to recognize the extraordinary all around us every day and help accept and celebrate and our differences by taking part in Autism Acceptance Month. To find more about how you can help, visit the websites of Autism Society of America or Autism Speaks.

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Chicago Online Deals

Deals You Don’t Want to Miss – Chicago

FOMO is real. No one wants to miss out — especially when it comes to good deals. Luckily, we never let our friends miss out on savings. Here are the coupons Chicagoans have loved all month long, so you can get in on the SaveOn fun and live life for less.

Get Your Gyro On

You don’t have to go to Greece to get a great gyro — but a trip to Greece doesn’t sound half bad. Larsa’s Kitchen Express is a must in Chicago if you’re craving gyros. This month, tons of you have been using the $5 off coup at Larsa’s, and we want to make sure anyone who hasn’t yet can. And no one’s stopping you from using it every time you visit this month (hint, hint).

$5 off any purchase of $25 or more at Larsa’s

A Night You Won’t Forget (Probably)

The only thing better than a night out with your girls is a night in with vodka. You can get Skyy Vodka for $10.99 at Dundee Exxon/Subway. It also has deals on tons of other types of alcohol like Jose Cuervo, Corona, White Claw and all kinds of wine.

 $10.99 Skyy Vodka at Dundee Exxon

Fiesta Time

Sammy’s Mexican Grill is taking $20 off any order of $70 or more. This deal is perfect because you and your partner can ball out on a date or you can get a group together and split the tab. Either way, you’re getting tons of great food and an even better time.

$20 off any order of $70 or more at Sammy’s Mexican Grill

No matter where you are in life, we want you to live life for less. Our goal is to help you live your best life and do more by making your money stretch further. With SaveOn, you’ll be able to buy that extra shirt, get those new windows or take the vacation you’ve needed for years. We have deals from so many of your favorite businesses in Chicagoland. Check out our website for savings on retail and fashion, home improvement, automotive, health and beauty, groceries, and more.

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Online Deals Twin Cities

Deals You Don’t Want to Miss – Twin Cities

FOMO is real. No one wants to miss out — especially when it comes to good deals. Luckily, we never let our friends miss out on savings. Here are the coupons residents of the Twin Cities have loved all month long, so you can get in on the SaveOn fun and live life for less.

Best Spring Fashion Trends

The best part about spring finally being here is that we get to update our wardrobe. We absolutely love Clothes Mentor because it has the latest fashions and name brands for less than department stores. Make sure you stop in soon so you can take advantage of the $10 off any purchase of $40 or more deal.

$10 off any purchase of $40 or more at Clothes Mentor

Lunch Out

We love getting lunch out with friends, but it’s even better when you eat for less. This month, people all over the Twin Cities have been using The Lookout Bar & Grill’s BOGO 50%-off lunch buffet. You can still grab this coup for a limited time.

50% off lunch buffet with purchase of lunch buffet at The Lookout Bar & Grill

Every Night is Pizza Night

There is never a bad time to eat pizza, especially when it’s Pizza Man. Pizza Man has an amazing deal running right now where you can get a 16-inch two-topping pizza, cheese bread and 1-liter Coke for just $23.99. This is a perfect dinner option for the fam.

$23.99 16-inch two-topping pizza, cheese bread and 1-liter Coke at Pizza Man

No matter where you are in life, we want you to live life for less. Our goal is to help you live your best life and do more by making your money stretch further. With SaveOn, you’ll be able to buy that extra shirt, get those new windows or take the vacation you’ve needed for years. We have deals from so many of your favorite businesses in the Twin Cities. Check out our website for savings on retail and fashion, home improvement, automotive, health and beauty, groceries, and more.