(1) It’s getting old people. Move along … nothing new to see here

… Part of my job as a marketing strategist is to get people to think or re-think. Sometimes kicking over a hornets nest is a good way to wake people up.

(2) It’s all a matter of perspective.

… If you read between the lines, and my replies, you’ll see part of what I’ve done is point out that a TACTIC without a STRATEGY is pointless. Coupon sites are neither good nor bad – it’s the application of them (or not) as part of a well thought out marketing plan that decides whether they’re valuable or not.

(3) It’s NOT personal.

… I don’t know the folks at Smart Betty and I’m guessing they’re nice people trying to make a buck in this economy. I don’t hold that against them – I’m trying to sell services, add value and feed my family too.

As a side bar, you should have seen the piece I wrote about Yellow Pages a few years back. Now that really caused some buzz – LOL…

Again, companies that sell tactics without strategy are doing a disservice to their clients. The YP (back in the day) used to get really upset when I would tell clients that they were in the business of selling space in books – not results. Sorta like newspapers actually … but I digress.

Call me cynical if you wish, but when a company buys a promotional or marketing service from a supplier, they don’t give a tinkers toss about the actual tactic being employed .. what they want is more business, more leads, more profits or ALL OF IT.

As long as the company works in the clients best interest and clearly explores and articulates the STRATEGY and how it integrates with their other activities, then it’s all good.

Remember, success is more about psychology than technology.

Just my 2 cents for the day. Make it a good one.

Over an out

I see there has been a lot of rebuttal, and I think well-informed rebuttal, to your commentary, so I won’t repeat what has already been said. However, I think the argument for a business is about the cost of advertising. You speak of reaching the right market for your product- well, media ads can’t guarantee that goal, cost a lot of money upfront that has to be recouped before the effort generates a profit (especially if the ad is advertising a special promotion), and ultimately are very hard to track in terms of cost efficiency. An online deal has no upfront cost, can provide the company with exact numbers of respondents so the costs are easily measured, and brings actual buyers to their door. And those are the best kind.

If I’m a company that wants to reach a new market (and 80% of online deal buyers are doing it for the first time), it is with the intention of turning them from buyers into customers. And I would always see my best opportunity to do that when they are in front of me, so I’m all for getting them in the door as cost-effectively as possible. And since 68% of them will return, and 36% will spend beyond the deal’s value, it’s an easy yes to online deals.

Of course, as a consumer, I assume you are like me and like the opportunity to get a great deal… as long as the marketplace likes online deals, the debate over whether a company should get onboard seems secondary to discussing the best strategies for success with them.

For the record I would coyly draw everyone’s attention to a small point: CONTROVERSY is a killer marketing tactic…

To take a position and argue it – sometimes overtly – has been shown to garner much coverage and frankly, this comment thread proves it.

I should just say this: I agree Ryan, when coupons are used correctly they work. Heck, I built a successful strategy around coupons when I designed Goodyear’s first foray into internet marketing and social media back in 2005 (we even sold coupons at a discount on eBay!)

They key to success with coupons is to use them properly – as part of an integrated marketing strategy. All along I’ve said most people don’t do this. Most think using coupons is a cure-all, they’re not. Nothing is … not even social media LOL.

In truth, most mediums can work when applied strategically. Sadly people get confused between strategy and tactics. With respect to my “all sucks” comment … I’d just say read my comment about controversy again.

Have a wonderful and remember, to a man with a hammer, everything looks like a nail. And to a company selling coupons, everybody looks like a mark … sorry, prospect

PS. You mean the moon landing was real?

I agree that “Giving Away the Farm” is not a sound marketing practice and that it truly attracts the wrong audience. I particularly like the phrase “Businesses that live by price, die by price” and may have to borrow that in the future.

But, couponing has been a successful marketing practice for many years if done right and used correctly. Likewise, utilizing the correct couponing sites for your goal can be successful.

An independent marketing research firm, the A.C. Nielson Co., reveals that 95% of all shoppers like coupons. And 60% actively look for coupons. A recent article in the Wall Street Journal entitled, “In a Pinch, Snip.”, states that coupon use rises as the economy in any given area slides.

The above quote was from this online article: http://www.businessknowhow.com/marketing/couponing.htm

To your point of doing a Google search for “coupons suck” to support your position, you can also Google “did the US fake the moon landing” as well with interesting results. Or how about “Is Bigfoot Real”.

My point is that businesses should not blindly put their faith into coupon sites hoping that it will increase their sales or generate more business, which is what I believe you are saying as well. If they use it as one of many tools in their toolbox to bring more traffic through their doors, it can be a cost effective marketing practice. Once you get them through the doors is when you show them the true value of your business.

Just like panning for gold where you have to sift through a lot of dirt to find a little gold, although many new potential customers may come through your doors don’t expect to retain more than a few.

Again, with the utmost respect…

It seems like several times per month I’m hearing industrial salespeople and marketers voice their frustrations about the overwhelming “tsunami” of tedious lead followup duties that are going unattended to. Marketing automation systems are certainly fulling a vital need.

P.S. The link for Check Out Infusionsoft.com is a bit messed up.

But seriously let’s tackle this head on.

I’ve been accused of being harsh saying “coupon sites suck” … well, they do. And I’m not the only one who knows this, believes this or says this.

Here’s a post from a much bigger fish than me carping on about why coupon sites are bad for business… any business other than the coupon site

PC World’s Article on “Why Groupon Sucks” [Click Here]

Also, if you do a quick google search for “suck” and “coupon sites” you’ll see I’m not the first, or the last to raise such concerns over the marketing impact for business.

Now, as to the idea that they’re an awesome idea to gain exposures … Are you kidding? If all you want is exposure I suggest you stand naked at a corner and yell “free sex!” That will get you one hell of a lot of exposure – maybe even some news coverage too.

But it’s NOT just about exposure. It’s about exposure to the RIGHT TARGET MARKET.

I learned a long time ago that I can get my products and services boatloads of free exposure if I give them away… But then all I’ve done is shoot myself in the foot because they’re not the target market that would buy.

And … those that would have bought are more likely to think my stuff is less appealing now for a whole raft of other reasons.

Simply put, coupons are bad for business unless you’re selling cans of beans, or some other mass produced commodity whereby you know the margins and your market is used to getting a coupon to save 25 cents when they buy a 4 pack.

But for most service businesses – heck, every other business out there – using coupons to “generate leads” is a bad idea if you think you can sell your service for half-price and then upsell them later. Not going to happen – wrong market, can’t afford you, see original post etc etc etc.

This is basis marketing strategy 101. I’m not making this stuff up. Better and brighter minds than me have been harping on about this for years. Just try Googling the subject.

And for all those coupon sites out there … it’s not personal, you’ve just drank too much of your own koolaid and now believe the ‘party line’ yourselves.

I suggest detox … a colon flush … and take two marketing classics and call me in the morning.

Businesses that run deals on Smart Betty do it for various reasons. For some, they have an opportunity to upsell when the voucher is redeemed. An independent study in the US showed that on average people spent more than double the value of the coupon when they redeemed it. Other businesses run Smart Betty deals to build their client base. Another independent study showed that 68% of people that redeemed an online coupon went back to that same business later without a coupon and spent full price. Another reason businesses do a Smart Betty deal is exposure. Offering a deal is free, if nobody buys the deal then the business owner owes nothing. There aren’t too many forms of advertising that offer free exposure.