The Art of the Daily Deal: 3 Tips for Small Businesses

Adility CEO Thomas Cornelius says the key to first know what is in the deal for you, the marketer. Not the consumer. Not the publisher, although the publisher should have an accounting.

“The main answer is that [the small business owner] has the opportunity to ‘wow’ a new customer,” said Mr. Cornelius. “For most consumers changing their habits and trying out a new restaurant, spa or salon is very difficult. Daily deals provide an opportunity to break the habit of the consumer and prompt them to branch out.”

The first step: KISS the deal. Keep It Simple, Stupid. You probably learned that in business school or have heard it along with hundreds of other references. Keep the deal simple: 25% off of a certain product for the day, for example. Personalize the offer so that Joe Consumer isn’t just another number and feels like they are part of the team. Make sure it’s simple for Joe Consumer to redeem the offer. By making the offer relevant, personal and simple to redeem you’ll keep the customer coming back week after week.

Second, remember that a daily deal is just one more way to advertise to your target audience. “See the deal voucher as an invitation to explain to the customer about your business,” said Mr. Cornelius. “Allow your staff to invite the new prospect into your business with a nice, informal and social conversation. Make it a point to tell each new customer about your history, the quality of your products or services or any other information you can share that allows you to connect with consumer with your business.”

Finally, know your limits. How deep a discount can you, the business, take before you’re working for free or – worse – going into debt just to make good on the offers. “Take a good look at your business and set a cap of the number of deals you are able to sell and still service your existing customers best,” said Mr. Cornelious. “Run multiple promotions a year instead of one big promotion and find those deal sites that are real partners and help you to understand the risks.”