Tag Archives: Groupon

Daily Deals: Are relationships dead?

13 Dec

Checked your full inbox this morning? Or noticed after you signed up for ‘Daily Deals’ that your inbox is always full (someone does love you)!!

This trend is growing with businesses being smart to cash in on this phenomenon. Anything goes with products and services offered ranging from wine, house cleaning, yoga, facials, holidays, ballooning… and I could continue on forever! Direct mailed straight into your inbox – with a clever headline! We as consumers can now pick and choose whatever takes our fancy. If we are not interested, we delete the email. Simple!

Or is it?

From a marketing point of view, what message are business sending? Do we need a deal to attract the attention of new prospects? Possibly we do? But possibly we don’t.

Will this new customer become loyal to your business?

This really depends on how you treat them. If you treat prospects poorly they won’t come back to complete their deal. You need to still woo these customers over to ‘your dark side’!! You need to provide superior service, you need to value add and provide solutions superior to their (original) provider. You need to provide a positive brand experience.

I suppose the other aspect is… do you want a relationship with these new customers? Most smart businesses and brands will…. But there are always those brands out there that may be arrogant to believe that by doing nothing will turn these potential new prospects into customers. Treat ‘em mean hey?? Unfortunately this strategy won’t work in our uber competitive marketplace.

So we get the new customers in from a deal. What is your conversion rate? And this is after costs? To offer this ‘daily deal’ costs a lot… to not convert will hurt your purse strings.

How about another take on this, keeping your loyal customers happy?

Do they get a deal as well?

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