For Immediate Release
Philadelphia, PA April 17, 2012 – Resident Places announces the launch of the Philadelphia Pilot with select communities from Morgan Properties, University City Housing, and Korman Residential Suites and Apartments.
Resident Places President, TJ Goulet stated, “We are very excited to have these three companies take part in our initial Philadelphia launch. All three are committed to bringing their residents great amenities and pioneers in utilizing social tools to promote themselves and their resident services. We are confident, with these partners, that we can fully demonstrate the value of Resident Places in advance of our national launch.”
About Resident Places
Resident Places is an amenity to residential and mixed use properties where residents receive valuable money saving offers from local businesses through a co-branded coupon portal. These neighborhood deals are delivered without any sales activity by leasing staffs. Every deal printed through the co-branded portal will include the name of the property and is shareable via social networks, which expands the reach and audience of the community’s brand. For business owners, our unique offering gives access into a typically difficult advertising market – multifamily communities, with a low cost, high tech solution.
For business owners, our unique offering gives access into a typically difficult advertising market – multifamily communities, with a low cost, high tech solution. Business owners can be sure that their marketing dollars are focused on potential customers who are immediately proximate to their location.
If you are a local business, learn more by visiting our advertiser info site. If you are a property manager, contact Rob Remus at (484) 474-0590.
Coupons have been a powerful marketing tool for many years and their value as an effective tool in marketing a business is without dispute. The economic crisis that began in 2008 has given rise to increased use of coupons and the invention of the deal or daily deal program. Because the economic crisis hit such a broad segment of the population, the use of coupons by businesses and consumers has not only increased, but any stigma that was associated with coupons has all but disappeared. Best of all, the way we get our coupons has moved from the newspapers and mailbox to the web and our phones. The economic crisis, boom of smart phone use and the rise of the daily deal companies like Groupon have made coupons almost vogue and a necessity in today’s business world.
Coupons are a tremendous marketing tool for all businesses that are looking to increase customers, traffic and brand awareness. Even if you sell a product or service that doesn’t lend itself easily to coupons, you can take advantage of the messaging opportunities that a coupon offers. Whether you are a pizza shop with great carry out offers on Tuesday or an insurance agent representing a company that offers multi-policy discounts, you can use coupons as a messaging tool and direct traffic driver.
Even if your business is very successful, coupons can be a great resource for increasing your bottom line without losing revenue from your existing customers. Coupons allow you to write very specific offers that can effectively market a segment of your business, like a specific product or service, or drive traffic to a particular location or time. A very busy restaurant still has slow days or times in their schedule, how about offering early bird specials or mid-week happy hour specials? A retailer with great traffic would still benefit from turning over old inventory or increasing per ticket averages by offering deals on the second or third item purchased. Coupons can be very specific marketing messages that can drive new customer traffic, increase per ticket averages, increase traffic on off days, times or last season’s products and, best of all, even if people don’t use your coupon, they will see your message, remember your brand and your business will remain in the forefront of their minds between visits.
Getting started with coupons is easy…first, start with a great offer!
- Offer Discounts…”$50.00 Off!”, “60% Off!” (percentage discounts are only good when they are high percentages and the value of the product or service is well known.) Dollars Off discounts work best.
- Offer Bonuses…”Buy One/Get One Free!”, or “2 Free with Each Case Ordered!”, “Free Batteries When You Buy One Super Flashlight”, or “Free Drop Cloth with Each Gallon of Super Paint”, etc.
- Offer Premiums…Offer premiums for a presentation, for a trial order, for a subscription, for a demonstration, for a new customer referral, for an order amounting to $xxx or larger”, etc.
- Offer Free Information…”FREE booklet”, “FREE brochure”, “FREE estimate”, “FREE details”, “FREE samples”, “FREE trial”, “FREE consultation”, “FREE quote”, etc.
Use Bold, Commanding And Specific Headlines!
- “Save $50.00 on Any Portable TV….This Month Only!”
- “FREE BROCHURE…’Beauty Secrets for Career Woman’!”
- “Free Catalog Saves YOU 70% on Office Supplies!”
- “Rent Two NEW RELEASE Video Movies–Get One FREE!”
- “Buy One Dinner Entree–Get One FREE!”
- “Buy Five Cases of Copier Paper–Get the Sixth Case Absolutely Free!”
Sell The Benefits.
- Save time, save money, increase profits, protect your family, improve your standard of living, be happier, improve your health, increase your income, and increase your comfort, more convenient.
Make Effective Use Of The 18 Most Powerful Words In Advertising.
- Free, now, new, how to, save, guarantee, money, easy, simple, you, proven, love, results, discovery, fast, amazing, sex, profit.
The final piece to coupon success is don’t stop! One of the biggest mistakes I see is that marketers run a coupon offer, and even if it is hugely successful, they stop. Why? If you target your offer and write a great coupon, the downside to customer redemptions is increased business and profits. Don’t stop reminding your customers how much they love you and how much you appreciate them…just write great coupons that will enhance your business and profits and reward customers and increase your brand awareness and everyone wins!
Hyperlocal Marketing Offers Powerful Returns
Chicago restaurateur Michael Lachowicz has studied the mechanics of daily deals and applied what he calls a “surgical” strategy. In the past two years, he has run six Groupon deals, which have brought in $120,000 in revenue—an impressive figure, given the bad rap Groupon has gotten from some unimpressed small businesses.
The trick, says the chef-owner of Restaurant Michael, is putting restrictions around the deals—limiting when they can be redeemed and how many are available to purchase. With the revenue generated by these deals, Lachowicz built an addition onto his restaurant—and he says 30 percent of the people who’ve bought his coupons have turned into repeat customers.
At Street Fight, where we focus on hyperlocal marketing trends, we recently conducted a series of interviews with local merchants to find out why they’re turning away from print media, including yellow pages, and trying new advertising options like daily deals. We looked at the three most prominent hyperlocal marketing channels—including location-based services (like Foursquare) and hyperlocal publishing (like Patch), in addition to deals. The result is a new white paper, “The Local Merchant: Inside the Minds and Motivations of the Business Owners Driving a $43 Billion Market.”
We spoke in-depth with more than 50 small-business owners from across the country, whose annual revenue ranged from less than $100,000 to more than $5 million. In the survey, the largest group of respondents (those with annual revenue below $100,000) said they are just beginning to dip their toes into the water while keeping their spending on hyperlocal limited for the time being. Across the entire small- to midsize business (SMB) landscape, many have begun experimenting online—an estimated 70 percent of SMBs now use social networks for marketing, and 32 percent use check-in services like Facebook Places.
What we found is that just as merchants are feeling a squeeze on their budgets, these new platforms offer low or no upfront costs to launch a campaign. And, not surprisingly, because of the low barrier to entry, more of these businesses have begun taking an active role in their marketing activities.
“One of the good things about the daily deal phenomenon was that it really got the small business to think about marketing,” said Jonathan Dyke, COO of EDO Interactive. Dyke, who frequently works with small-business owners to develop performance-based marketing platforms, sees local online marketing in the midst of a rapid evolution: “When Groupon and company came along, you had alternatives. It really woke up a lot of merchants to think about their options. Now you have the second generation of the daily deal space, and that is more refined, more surgical, and has better economics—solutions to all the things that merchants were frustrated with in version 1.0.”
Our survey also indicated that merchants are only spending a small portion of their marketing budgets on hyperlocal, clearly pointing to the early days of experimentation and education. We’re not alone in expecting this market to grow in 2012 and 2013 as business owners become more familiar with hyperlocal channels and begin incorporating them more prominently into their marketing mix.
Noah Elkin, a principal analyst at eMarketer, believes that location-based technology in particular is poised for wider adoption by local marketers. “We are really at the very early stages of the adoption curve here in terms of location-based services,” says Elkin.
“One of the things that differentiates mobile devices—and smartphones in particular—from other devices is that they allow marketers to deliver on the things that make offers, content, and advertising much more relevant and compelling; location, context, behavior, and timeliness. I think [location] is going to play an increasingly important role,” he says. “As we have this increased adoption of smart devices, it is making it easier for consumers to move more in this direction.”
And as go the consumers, so go those who want to reach them.
“Local merchants have been the bread and butter of local media for decades. But as local media struggles and new technologies have emerged, hyperlocal marketing platforms are becoming not just more effective ways to attract the customers you want, but cheaper—and with clearer ROI too,” said Laura Rich , CEO of Street Fight.