Study after study says that the number one reason people become fans of your Facebook page, or follow your brand on Twitter, is in to find discounts they might miss otherwise. Which means that you ignore that fact at your own peril. If they simply want to know more about your products, they can always visit your website, right?
Just look at the current success of Groupon, Living Social, Retailmenot, One Kings Lane, Dealcatcher, Rue La La and at least a dozen others. In case you’ve been living without Internet access, each of these offers deep discounts to members. Even FourSquare – which grew 3400% in 2010 – works best when discounts are offered for repeat check-ins. Everyone loves a bargain, and thanks to all these new business models on the web, it’s easier than ever to find one.
One of our favorite promotions right now is a dedicated microsite called liveoffgroupon.com. Here you can follow the adventures of ‘one brave soul living only off Groupons’. It’s brilliant because it’s funny, simple, entertaining – and it makes the point that you can get by on just what’s available on Groupon. Kudos!
Lots of fledgling brands have Facebook (and sometimes Twitter) pages with a good number of followers. But often they don’t do the research that’s needed to discover who their real brand advocates are. It just takes a little know-how. And once you discover precisely who they are, you can offer them incentives to promote your brand – which they’re already predisposed to do. It’s a win-win.
And just in case you think your brand is somehow ‘above’ offering discounts, remember that Prada, Mercedes-Benz and Tiffany don’t shy away – just Google any of those brand names with the word ‘sale’ and see what you find.
If you want your brand to be loved, offer your brand evangelists incentives on a regular basis. They’ll not only thank you for it, they’ll tell their friends how great you are, too. And today, isn’t that the whole idea?