Well before our “Deal-Maker”-in-Chief rendered the idea ridiculous, “Deal” had become something of a four-letter word in local, small business circles. And the reasons for that are straightforward.
As traditional local marketing vehicles – like the yellow pages and neighborhood newspapers – either disappeared or lost their relevance, digital platforms like Groupon, Yelp, ValPak and the like rushed in to fill the void.
Throwing Hope Against the Wall, Hoping It Sticks
For the most part, their recommended strategies were similar and remedial: promote steep discounts to win new customers! And the methods used by some of these “marketing” platforms to gain traction in neighborhoods like yours were notorious at the time, if not downright extortive.
At first though, local independent businesses – threatened on all fronts by big box, national chains and something new called “Amazon” – swallowed the bait (and often their pride) to try something – anything – that might help them compete effectively.
But it quickly became apparent that, when coupled with the steep fees charged by these companies, those already discounted offers resulted in zero profit for participating businesses:
Yelp Sponsored Ads – $300 PER month minimum
Groupon – 15% charge against every already discounted deal
FB Ads – Mininum $5 PER ad PER day
Google Adwords Average $1 PER click
ValPak – Minimum campaign $300 PER month
“Don’t Worry. It’ll Come Out In the Wash.”
Still, this was about expanding our customer bases, right? Driving trial among excited new patrons who would return again and again, with or without our tantalizing offer. Nope. Turns out those non-local bargain hunters lured in by discounted goods or services moved on quickly to other cut-rate opportunities. Few if any of these commuters returned to indulge our full-priced offerings.
As a result, and to this day, “The Deal” as a concept elicits scorn in many local entrepreneurs. Our collective inclination, it seems, was to throw the baby out with the bathwater. But cleverly crafted deals, used the right way, are still the most effective tactic for enticing the right sort of customers, delivering that elusive up-sell, and rewarding your most loyal patrons.
Anticipate Loyalty. Reward Proximity.
PoasterBoard.com is a geo-fenced directory and marketplace that allows your small business to Poast deals that you control – offers exclusively targeted to your most valuable customers. We’re talking about the locals who have a vested interest in your success – because thriving shops, restaurants and service providers make neighborhoods more liveable. Further, mere proximity means the barrier to repeat purchase is lowest among locals.
But PoasterBoard deals are not different simply because of whom they target. First, we are supported by a fixed monthly subscription fee paid by your local business association. Individual businesses pay nothing for a permanent StoreFront Poast on PoasterBoard.com. And just as importantly, PoasterBoard never shares your data and never takes commission from your Poasted offers. In other words, you keep 100% of every sale you make using PoasterBoard.com.
The Scroll Before the Stroll
As your community “deal repository,” PoasterBoard enables incremental impulse clicks whenever local customers check it out. (e.g. “I went to my PoasterBoard looking for a specific deal, and I found two other cool offers while I was there!”) Plus, you can address new business priorities at any time by updating your StoreFront offer – easily and, again, at zero cost.
Deals on PoasterBoard.com manifest as single-use digital coupons for easy, trackable redemption of any offer. It’s literally like putting a local-to-local marketplace in everyone’s pocket.
A Great Deal Hits You Where You Live
At the end of the day, local customers are not only your most reliable revenue, they’re the most effective influencers of other locals (and of non-locals). With PoasterBoard.com, you’re providing something special for friends and neighbors and their friends and neighbors.
For someone like you -who is even more committed to your location than your best customers are – maybe PoasterBoard is the deal you can live with.