I reached a point (very quickly) where I could no longer pose Groupon as a viable part of any strategy to ‘get the word out’ for my clients. The metrics of how Groupon works does not make sense for any business hoping to make a profit. MAYBE as a ‘Hail Mary’ pass, last ditch effort, or any other relative cliché. Maybe. It could be the ‘final nail in the coffin’ – OK, I promise, I’ll try to make that the last one… I will try not to digress any further.

The problem: it’s difficult to convince ANY business owner to relinquish any chance of profit to bring in ONE customer, let alone his/her entire family. The chance that this customer will be a whale, new evangelist – slim. It would be better assumed that this person already frequents your establishment, and takes advantage of every coupon they can find.

Scenario: A business owner decides to go with Groupon (or LivingSocial) to boost foot traffic in their retail space, increase the covers at their restaurant … Sure, the word gets out, but can the proprietor fulfill? If it does work, and 4,000 (even 400) people buy that Groupon – what now? A Groupon that becomes too popular could destroy a business. Can you maintain the promise of your brand with this boost? Does offering a ‘coupon’ affect your brand image? Is this how you want to introduce your business to those who’ve never met you?

How it works: You buy a Groupon for $10, worth $20 – the business owner receives $2.50 from that sale… I’m surprised that they have convinced so many to take the risk! In my opinion, the Groupon business model isn’t good for those they are trying to help. Obviously, it’s not even working for them. A business model where nobody wins, needs some serious retooling.

Unfortunately, with the every other day tanning bed, massage parlor, teeth whitening Groupon – has proved the concern that this IS the next ‘Dollar Stretcher’ magazine, ValPak coupon. I am not trying to insult any, I had hoped Groupon would be something a little more, well- glamorous, chic.

The current model leaves the proprietor enduring a walk of shame the next morning, feeling cheated and used. Trust me, those I have talked with told me they’d rather have empty tables, or a quiet store and MOST, if not all hate the concept of even offering a coupon, or a discount.

So what is the solution to getting more traffic? Having more covers? Increasing your conversion rate? Fast answer: Do whatever it is that you do, better than anyone else, and differentiate. More on that later..

In 2009, I had an amazing opportunity to collaborate with the fine people at the All-American Soap Box Derby.  They needed a business card redesign, and I was happy to be of service.  This was a pro-bono effort for a fantastic non-profit organization.  The result was a polished design that makes fine use of their current logo, designed by other talent.

The Weils provides the finest in residential care, with services and amenities that exceed the highest standards of excellence. The Weils is dedicated to enhancing the distinctive lifestyle of its residents. Above all, The Weils staff of healthcare professionals is committed to helping residents promote and maintain their physical, emotional, mental and spiritual health and independence.

The new site features a new CMS platform that makes the site easy to edit, as well, a new design that brings a shared look and format to create a family look and feel.

Visit http://www.theweils.org

This is a basic introduction to Location Based Marketing services such as Foursquare, Gowalla, Yelp!, etc.  A general overview that helps communicate the some how-to, and  the importance of your local business participating in this social media arena.

It’s my first webinar, so go easy on me – let me know what you think!

Click here to download (PDF) the phantom Keynote presentation that went missing.  Download and share with your closest friends

More about Urbean Café

The Urbean Café provides quality foods and beverages to a community of people using public transportation. They are committed to using only local suppliers and offering great coffee at a competitive price.

As a nonprofit social venture, the Urbean Café operates as a job training outlet to enhance the lives of the participants, increase the work readiness of our community.

A unique, upscale and innovative environment is required to provide customers with an atmosphere that will create socialization. The Urbean Café leadership passionately believes the decor and feel of the area should match the modern, well designed Intermodal Transit Center in which it is located.

The community also benefits from the Urbean Café as the store becomes a source of trained and tested job candidates and an expanded base of taxpaying citizens. The café is built on a self-supporting business model that also serves a social purpose—in this case, a tangible path to self-sufficiency for people exiting poverty. We also see this as a great opportunity to enhance our community by promoting our Biblical foundations to our workers and our guests.

First, it’s important to advertise such an event as much as you can. Second, some are underestimating the power of the check-in.

Ironically, I started putting this post together in my head on the way into what I call ‘the office’ this morning. By the time I got there, I received a response from 4SQ that I have been waiting for – for months. I am finally the owner of my location.

4SQ’s response times seem to be a little slow, impeding the progress of business owners, and their ability to advertise rewards through the 4SQ system. Hopefully 4SQ responds to the increasing challenge, and works to empower owners so they can make the most of the growing followers of this popular location-based service.

Sure, it’s easy to pick on 4SQ, but what about the local business owner, restauranteur?! Why aren’t they taking advantage of the power of the check-in? I’m sure that in MOST cases, it’s NOT because they haven’t heard back from the 4SQ biz team.

These business owners are either completely unaware, or too disinterested to get involved.

So what’s the lost value of keeping track of who’s checking-in?! Well, you are missing opportunities to communicate directly with those who actually come to your restaurant, and plan on telling all of their friends they are there. That’s a valued customer! Being the owner of a location gives you the privelege to message that person, and offer specials to mayors, or those who check-in frequently.

What it comes down to, as much of a fad you might think 4SQ or any other location based service is a fly by night fad, you are missing an opportunity that is proving itself to be effective right now. Guaranteed, it will continue to grow and morph into an even bigger and better opportunity to provide more exciting, and better experience for your customers.

The project was considered a success, featuring easier-product-access packaging style, that’s ‘green’, and smarter.