Can coupons be reimagined to spur more consumer engagement? That’s what DataSphere is working on. The Seattle-based company sells and hosts marketing solutions to more than 20,000 SMBs under local TV and newspaper brands owned by Gannett, Belo, Raycom, Meredith and other players.
Part of its effort has been enabling and distributing free coupons for its SMB clients. As part of this effort, it has developed a network that can send coupons out to national website and mobile players such as Coupons.com, GeoQpons and CouponSuzy. It also drives traffic via organic and paid search, Facebook, Twitter, affiliate programs and mobile campaigns.
DataSphere’s latest coupon-centric effort is LocalSaver.com, a destination site that showcases coupons based on category and popularity. It also uses the coupons to anchor a rich media experience for the SMBs. Every SMB coupon on the site links to a page that includes a video, pictures and information about the business.
“Consumers who look at a coupon are more likely to play a video and consumers who play a video are more likely to look at a coupon,” says SVP Gary Cowan. ”Eventually the aggregate of all these touchpoints hopefully results in a transaction.”
Cowan notes that LocalSaver is fully integrated into the company’s coupon network, which makes it easy for SMBs to frequently add or modify as many coupons as they like (for instance, they can set their coupons on auto-renew, or set a predefined date range during which they will be valid.) The compay also provides best in class coupons for particular business categories. Over time, there will be opportunities for advertisers to gain additional exposure across the network through premium service tiers.
Cowan is a featured speaker during our Sales Force Transformation session at Leading in Local: SMB Digital Marketing, which takes place Sept 11-13 in Austin. You may register here.