Posts Tagged ‘online marketing’

I was doing a little check up on my local maps section for Houston Pest Control, and I came across an ad space that I have never seen before. Google now places ads under a businesses name. Very interesting.

Residential Pest Contol Service in Houston

I wonder how effective this ad is. It does have the benefit of finding an audience that is searching for relevant businesses. Those that buy from Orkin would be potential consumers for Bulwark Exterminating. This could indeed be a great ad space. On the other hand, those that are looking for Bulwark will most likely not be interested in a competitors ad, so long as Bulwark is taking care of it’s customers. In which case this ad will perform poorly. I guess the only way to know is to test. If you are going to test these ads then you may want to consider long and hard about what you will use to differentiate yourself from your competitor. If Google would allow me to create a unique ad for each of my competitors then I could see this as being even that much more effective.

“Have you considered buying from a Family Owned Pest Control company?”

“We offer a guaranteed scorpion control service in writing, do they?”

“Does your service suck? Tired of Corporate pest control?”

“We are the only Houston Pest Control Service with an Angie’s Award.”

As always, test, review, improve.

And if you need Houston Residential Pest Control Service:

Bulwark Exterminating‚Äé
10900 Brittmoore Park Drive
Houston, TX 77041
(281) 668-4930
http://www.bulwarkpestcontrol.com/houstonpestcontrol.php

While in school pursuing my marketing degree we brushed upon the subject of coupons.¬† Coupons can have their place in the promotion of products and services.¬†¬†However, one of the down falls is what the text book called “Coupon Dependency”.


What is Coupon Dependency?

Coupon Dependent:
A consumer whose purchase relies on a coupon or special offer.

 

Coupon dependency is when consumers associate a product or service with a coupon and will only buy with a coupon. Coupon dependency occurs typically after a consumer becomes aware of special offers received through coupons.  If the consumer perceives that these coupons are readily available then the consumer will withhold purchasing until they receive a coupon. Often times, coupon dependency, leads to a perception of lesser value than the suggested retail price. 

Case Study: Sonic Drive-In

Don’t laugh, but yes, I worked at Sonic. In fact, it was my first real job. I even car hopped on roller skates.¬† When I worked at Sonic, we would equip every tray with a coupon. One of¬†Sonic’s regular coupons on that tray was a buy-one-get-one-free Burger.¬† In fact, there is even a permanent¬†BOGO¬†Burger button on Sonic registers. Esentially 50% off retail. Sonic used these coupons for years. While working there I observed many individuals that would pull in and ask for a coupon sheet before ordering.¬† They were coupon dependant.¬†And if no coupons were available,¬†some of¬†these consumers would drive away. Heavily coupon dependent. Sonic no longer offers coupons on their trays.

Coupon Woes

In today’s online marketing race, more and more brands are competing for attention. Groupon¬†offers what no other mass media agency in the past could deliver. They offer a customer at a fixed price. A guaranteed sale. No more guessing what the ROI will be for a mass media campaign. No more playing to the numbers and eyeballing customer conversions based on the per 1000 audience reach. Groupon¬†takes out the complexity of marketing for the average business owner.¬† No dice roll. A simple, you offer it at X amount, give groupon¬†Y percent and you have a real live body for Z cost. While I am not going to argue if “Groupon’s Days are numbered“, I am going to say,¬† please read the fine print. As a business you are gambling with the perception of value.¬†If you rely solely on the merits of cutting your price in half then you will soon find your profits cut in half as well.

Coupons most certainly have their place in marketing and promotion, just understand the weapon you are carrying and the potential backfire it may have.