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The Big Deal About Coupons

I don’t buy anything without coupons. Well, if I do, I feel cheated and like I paid too much. From half off meals I get on Daily Deal sites to attraction discounts from the Entertainment book, I and a lot of other people never have to pay retail.

The Big Deal About Coupons
But what does that mean for you, the business owner? Is it worth it to have a loss leader just to entice people in with a shiny 50% off?

I say yes.

Even if that person never comes back (there are coupon-hoppers that would rather save on a meal at another restaurant rather than pay full price at yours a second time), people are social, and they’re sharing where they go.

When I buy a deal on Groupon or Living Social, I share it with my Facebook and Twitter peers. In part, I do that because if you click on the link and buy your own deal, I get credit. But I also love sharing the great products I’m buying at a discount. So my network sees that.

I also use Yelp. I usually mention if I have a coupon in the review, but whenever I find fantastic restaurants and service providers, I rave about it on Yelp. If you’re not using Yelp, either as a business or on the personal side, get started now. It’s good karma to share your love (or bad experience) at a restaurant, as it helps others make an informed decision about where to eat.

Sometimes I blog about places I go, like San Juan Capistrano (I think I had like a $2 off coupon on that, and that’s not why I blogged about it). That business got free publicity from me because I have a big mouth.

So when considering adding coupons to your marketing mix, look beyond the immediate goal of getting repeat business. Show you’re a social company and encourage reviews and social media shares, and I guarantee you won’t miss that shave off of your profit.

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

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