Ich habe vor einiger Zeit schon mal über Groupon Konzepte als Chance für Lokalzeitungen geschrieben. Jetzt habe ich gerade einen Beitrag bei www.niemanlab.org über den Aufschwung von Coupons/ Gutscheine im amerikanischen Markt gelesen. Gutscheine waren demnach seit 1992 stetig rückläufig und wurden immer weniger angeboten. Bis 2008.
Seit zwei Jahren herrscht allerdings ein ziemlicher Boom, was die Wiederauferstehung von Gutscheinen, Sammel- und Rabattaktionen usw. angeht. Wahrscheinlich ist es gerade die Krise, die Gutscheine für viele Anbieter interessant macht: Die Händler und Marken versuchen, ihre Kunden mit Rabatten zu halten oder Neukunden zu gewinnen – ohne dauerhaft die Preise senken zu müssen. Ist die Wirtschaftslage wieder besser, sind die ausgegebenen Gutscheine verfallen und der alte Preis gilt nach wie vor (zumindest theoretisch). Ob bei zu vielen ausgegeben Gutscheinen der “echte Preis” überhaupt noch vom Kunden als realistisch wahrgenommen wird, lasse ich hier mal offen.
Wie ich beim letzten Mal schon geschrieben habe, sind Gutscheine und Groupon-Aktionen perfekt geeignet für (Lokal)Zeitungen: Je räumlich näher der Händler am Kunden, umso höher die Chance, dass der Kunde den Gutschein auch wirklich einlöst. Nochmal kurz aufgelistet die Punkte, die eine (Lokal)Zeitung dafür schon von Haus aus mitbringt:
- Vertrauen der Käufer in den lokalen Verkäufer
- Vertrauen der Käufer in den Vermittler (Zeitung)
- Räumliche Nähe zum Ort des Verkäufers
- Kurze Vorlaufzeiten bis zur Einlösung des Angebotes (sonst macht es einfach keinen Spaß)
- Die Leser werden die Aktionen zum Großteil als echten Mehrwert wahrnehmen (sie sparen schließlich Geld)
- Die Lokalzeitung kann Leser auf diese Weise an sich binden (der Leser könnte ja ein Angebot verpassen)
Die Anzeigenabteilungen der Lokalzeitungen müssten dafür allerdings ihre Einstellung zum Kunden ändern. Im Büro sitzen und auf die Kunden warten wird nicht funktionieren. Man muss raus zum Kunden und ihm die Konzepte und Ideen erklären und ihn dafür begeistern. Im Idealfall zahlt der Anzeigenkunde sogar erst nach Ende der Gutscheinaktion und dann nur das, was es ihm auch gebracht hat. Zeitungen müssen, wie im Internet schon lange üblich, Mittel und Wege finden, wie sie den Erfolg einer Anzeige messen können. Anzeigenkunden wollen spüren, dass die Werbung für sie etwas gebracht hat. 20 neue Kunden, die ihren Gutschein einlösen, sind dem Händler mehr wert, als theoretische 20.000 Leser, die die Anzeige scheinbar gelesen haben (aber nicht direkt in den Laden kommen).
Wie man Gutscheine mit Hilfe von Handys schön tracken kann, haben zwei Studenten aus Köln (PDF) gezeigt.
Unter www.coupies.de bieten sie Gutscheine direkt auf’s Handy an. Die Gutscheincodes werden anschließend an der Kasse vorgezeigt und schon bekommt der Kunde seinen Rabatt. Bisher gibt’s das nur in Köln. Der deutschlandweite Aufbau ist aber in Planung.
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