When Groupon started in November 2008, it changed the world of the online coupon. The first wave of business owner reviews was extremely positive: what a brilliant idea to get hoards of people to become customers! The second wave of reviews was more negative, as the horror stories from small business owners started rolling in.
So the big question: Is a group buying site like Groupon an awesome, or awful, idea for your small business?
If you’re a little nervous about whether this is the right internet marketing strategy for your business, the following pros and cons should help to clarify what running a promotion like this actually means and whether it makes sense for you.
PROS of group buying sites
Think of it more like an advertising option than a money maker. It can boost awareness, and website/blog/social media traffic. It’s also great buzz creation if you are a new or relocated business.
Some group buying sites offer some great targeting options that can help you get your business in front of your target market. You don’t just want new customers. You want the RIGHT customers.
Research the group buying site: what are the demographics (age, gender) of their audience? Do they focus on particular types of businesses? In some cases, you may be able to find a site that’s an ideal fit for your small business and a much better option than a more general, well-known site.
One local example here in Vancouver is Ethical Deal – offering group buying for eco-friendly products and services. If your small business is green and based in the Vancouver area, this site allows you to really target and hone in on customers that are into environmentally sound options.
Extra inventory that you need to get rid of? Or extra capacity at an event? Then a daily deal can be a great way to get rid of a product that would collect dust or seats that would otherwise sit empty. Better to recoup some profit than nothing at all.
A boon for repeat customers
In my mind, the greatest potential with group buys is for businesses that rely on repeat customers. Yes, you will get a short term boost in sales, but if you offer something that customers need over and over again, the value is in getting the customer in the door in the first place. If you deliver a fantastic experience for something that people regularly need and want, you could have a whole whack of new customers that will continue to buy from you.
A group buy also has something to offer for small businesses that have a variety of offerings. Consider the likelihood that the new customer would buy over and above the coupon value. Once you get them in the door, do you have more to offer them?
A restaurant is a perfect example of this. Once the customer gets there, they’d be tempted by the full menu and the bar. Will they spend above the coupon? Most likely.
CONS of group buying sites
Profits and your bottom line
Your profit margin with group buys can be pretty dismal and for some, this type of online promotion turned into a complete business disaster. If not thought through properly, it can put you in the hole for months!
Many businesses do it anyways because they think that the word of mouth marketing and the brand awareness is worth the loss. Tread carefully. The loss could be too great. And don’t forget that with these deals, you are not only targeting new customers. Your existing customers that would normally pay regular price can buy in too.
Each different group buying site will have different cuts and terms, so do the calculations and figure out if it’s REALLY worth it. (Example: Groupon will charge for between 30%-60% of the already reduced price. You can also try to negotiate percentages with the group buy sites). Do the math and carefully think through whether you can actually afford to offer such a heavy discount. Make sure you’re familiar with all the terms and conditions and research the options at your disposal, such as the ability to limit quantity amounts for example.
Huge influx of customers
Can you handle the heat? Some businesses are better equipped to handle major spikes in customers than others. Don’t think that because people bought your services at a great discount, you can get away with delivering a poor experience. Not only will they never come back, you can bet that they will tell all their friends and family. And don’t forget to consider how a huge influx in customers will affect your current customers.
Some sites will allow you to limit the quantity, which puts you in control of how many customers you can handle. If you can’t limit the quantity, be sure to have a plan in place on how to deal with an upsurge of traffic. The ability to offer an awesome customer experience is absolutely crucial to making group buys worth it.
The mentality of the bargain hunter
Deal seekers for most small businesses are not the ideal customer base. Let’s be honest here: some people are coupon junkies because they love a deal. They do not actually value your service or product. For a large percentage of your coupon buyers, it could be a one time visit. Something to consider especially in highly competitive markets and industries. A temporary surge in business, but not in profits or customer base.
These are some of the most important considerations for this whole group buy phenomenon. As with anything in the world of internet marketing, whether you should do a group buy completely depends on your unique small business. There are no generalizations possible and you need to take the time to think through and figure out whether this strategy makes sense for you.
Now let’s hear from you. Have you done a group buy with your business? How did it go? Share your experience to help fellow small biz owners make their decision!
Comments, likes and tweets are always appreciated! Did I mention that I LOVE your feedback?
Image source: dmdonahoo/ Flickr Creative Commons