Groupon validates hyperlocal couponing

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Groupon’s whopping VC funding that, at last count, values the company at $1.35 billion, validates the power of hyperlocal couponing as a form of pull advertising media (pull advertising defined as a vehicle where the consumer actively monitors deals as opposed to passively receiving commercial messages like TV ads).  Consumers follow Groupon by various social media channels – Twitter, Facebook, RSS, or their website – and monitor daily local deals for ones they like and want to buy.

The big opportunity to imitate and replicate the Groupon model is on. Techcrunch listed the imitators:

Note that the new constellation of “Groupons” is at startup stage and fragmented across geographies, each targeting a stake in one or a series of cities. At this nascent stage, only the metro areas are being covered by the Groupons for scalability. However, it’s easy to see that the hyperlocal couponing model can extend granularly down to the towns, suburbs and rural areas just as easily.

As the Breaking News Network builds out across cities and towns in America, we see opportunities to partner with the couponing ventures to reach local business. Our first step is to aggregate all of the daily deals offered by the Groupons for each city and share them through each city site. Here’s an example of these Daily Deals in BreakingSFNews.com:

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Follow us to watch our next steps in developing a localized Groupon model across the Breaking News Network.

About Pat Kitano

Patrick Kitano works with brands in developing hyperlocal engagement solutions and is administrator of the Breaking News Network, a national hyperlocal network devoted to community service. He is the author of The Local Network on Street Fight, and is reachable via Twitter @pkitano and email pkitano@gmail.com.