Groupon is hot, and news today that the company wanted to file its IPO this week with a $25 billion valuation speaks to that. So does the number of Groupon-like companies and programs that have spawned over past months. But as many publicists know, jumping on board what’s hot isn’t always a sound communications decision.
Julie Mossler, Groupon’s director of communications, tells mediabistro in today’s PR, Perfected feature, “We never sell ourselves as money-making; it’s much more about exposure. We guarantee foot traffic.”
To that end, a Groupon offer should be part of a bigger PR strategy rather than the entirety of it.
Coincidentally, we met with Aaron Kwittken and Jason Schlossbergat Kwittken & Company’s offices last week and the topic of e-commerce came up there as well. Schlossberg noted that the “retail world has fundamentally changed ” due to “different relationships between brands and consumers.” For retailers or other companies looking to use these sorts of deals, it’s important to remember that this is a “channel to reach people.” Schlossberg added.
“There needs to be strong potential for upselling, sharing with friends, or repeat business,” Chris Heuwetter, president of TwiloPR, told mediabistro.
To read more of the feature “PR, Perfected: Should Your Client Be on Groupon,” click here. [sub req’d]