NY TIMES - Mar 14 - SaveLocal, a new deal service entered the market. It’s an offering from Constant Contact, the Waltham, Mass., company whose cloud-based service has helped hundreds of thousands of small companies with their e-mail marketing. Constant Contact’s CEO, Gail Goodman, argues that SaveLocal can bring the benefits of online deal promotion while minimizing the costs. SaveLocal’s coupons are sent only to a small business’s e-mail list and Facebook followers, offering them a deal plus an incentive to share the deal with their social network. The small business determines who gets the deal, how big the discount is, and what incentive customers get in return for forwarding the coupon to their friends. Ms. Goodman says that because the coupons are aimed at the friends of existing customers rather than a list of consumer deal-hunters compiled by Groupon or LivingSocial, the new customers who actually redeem the coupons are likely to be fewer in number but better candidates to become loyal customers.
by David H. Freedman
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