Before You Offer a Deal on Groupon or Living Social, Have a Marketing Strategy
Posted by Allison Semancik on Fri, Jan 28, 2011
Last week, the daily deal website Living Social had the single largest sales day in daily deal site history. It offered a $20 Amazon gift card for $10 and over 1 million were sold. I hope you managed to snag one!
I think the deal was brilliant. For one, Amazon has invested $175 million into Living Social, so with this deal, they just helped increase the email subscriber list to Living Social. And two, Amazon knows how to properly get repeat customers. So for the people who are new to Amazon, they will most likely become a repeat buyer.
If your business is considering offering a deal on one of the many daily deal sites, you need to put some thought into not only your offer, but how to properly market those deal buyers so you can generate some repeat customers.
Get Repeat Buyers from Your Offer on a Daily Deal Site
You're going to see that a good amount of the people who bought the deal are just people who are looking for a good deal. These buyers are most likely not going to be repeat buyers. But there will be people who could be repeat customers. How are you going to get them back in the door?
1. Put buyers on an email list. Once someone takes advantage of the deal, ask them to join your email newsletter. You'll be able to email with special deals or just good information.
2. Make sure they know where to find you on Facebook and Twitter. Make it prominent on your website, on your emails and at your business location. Have employees tell patrons where to find your business on social media sites.
Bonus: If your business is something where people fill out personal information in order to partake in the deal (a spa, hair salon, yoga, dance studio, etc) ask them for their email address and Twitter profile.
I recently filled out a form somewhere that asked for my Twitter handle. After I visited the store, they sent me a tweet thanking me. It made me feel special and made me want to go back!
3. Is there an opportunity for a frequent buyer program? This will depend on your business, but building some sort of program like this could get you repeat buyers. Especially since a lot of the buyers like deals. Maybe it's a discount if you buy more classes or buy 10 manicures and get the 11th free.
With the amount of daily deal sites out there, chances are, you have considered offering a deal. If you put some thought into your deal and the marketing on the back end, you can really generate some buzz for your business and hopefully a few new great, repeat customers.
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Photo: rachaelvoorhees