Patch Pitch: 855-Town Gorilla Doles Out Daily Deals | Street Fight

Turf Talk

Patch Pitch: 855-Town Gorilla Doles Out Daily Deals

10 Comments 10 August 2011 by

Patch certainly reports the news, but it also seems that often Patch is the news. This is one of those weeks. And not simply because one of their interns recently helped assist an injured pedestrian, and Patch covered it.*

The hyperlocal news destination that AOL’s betting a bunch on (closing in on $200 million invested thus far) announced last week that it had crossed a milestone of one million articles published (bam!). It’s also rolling out a shiny new daily deals product in over 800 of its communities (pow!). Meanwhile, on the heels of poor earnings, AOL’s stock price goes into freefall in part blamed on weak ad sales (Patch included — thwat!). Never a dull moment.

No telling whether Patch Deals will skew toward pole dancing, like that other big daily deals site with connections to lots and lots of former AOL folks, including significant cross-investors. But from what I’ve seen they are fairly standard fare and simple to use. You know the drill: see the deal (in the Patch newsletter in this case), pay roughly 50% of the value with credit card or PayPal and voila: savings. Still, there’s a good deal of disagreement on the daily deals business in general, with some merchants arguing they are overwhelmed by the deal swingers (have we reached a tipping point?) and others saying their customers are quite happy, thankyouverymuch.

A few recent offerings from Patch Deals include the following:

Patch co-founder Jon Brod thinks there’s a clear differentiation. The President of AOL Ventures and Chief Operating Officer of The Huffington Post Media Group told Street Fight the unique selling proposition of Patch Deals is threefold:

- “The Hyperlocal nature of our deals ensures relevancy.”

- “Most major deals players are focused on major-metro areas and have not penetrated our markets.”

- “Since we are also a publisher with a large and loyal following, we have unique reach and an ongoing relationship with our customers beyond just deals.”

But where’s the innovation? OK, there is the Patch-American Express deal to allow use of the Serve card. I tend to think that rewarding existing customers and their loyalty, much like Closely.com, could be a winning and innovative recipe as opposed to more of the same. But with Herculean efforts like this deals expansion, it’s one thing at at time.

The Hyperlocal nature of our deals ensures relevancy

The Deals actually started May 31 with six towns (including mine — I didn’t buy). A month later it was 185 towns and they are likely now holding back the hands of time trying to reach 800+ Patches this week. A Patch spokesperson told me the whole team is pretty swamped getting the deals to market. But that’s what happens when you live by numbers: growing localized nationwide deals or completing a million pieces of content in two and a half years.

Of that million-piece-march, Patch Editor in Chief Brian Farnham wrote recently:

“That adds up to over 382 million words. All that in just 30 months, and with over 600 of our sites having launched in the last eight months. (Another number we love? 391. That’s how many articles we’ve published about lost pets – and in many cases, we’ve heard that our stories helped reunite those pets with their owners. Woof.)”

And the millionth piece? Patch says it’s a story about donations to keep the “backpack lady” legacy alive.

Maybe Patch needs to combine strategies and aim for a million daily deals. Numbers like that might keep their own legacy alive.

* Thanks to an eagle eyed reader who pointed out the intern only “helped assist” rather my original assertion “saved”. Sorry about that.

Rick Robinson’s Turf Talk column appears every Wednesday on Street Fight.

  • anonymous

    You write that “one of their interns recently saved a pedestrian, and covered it.” I can’t find any evidence to support that statement in the article you linked to. While Patch covered it, I don’t see anything in the article that suggests the intern covered it, or that he saved the woman. Can you please clarify? Thanks.

  • http://twitter.com/Loclly sonicrick®

    clarified in story. thanks.

  • http://seoservicesconsultant.com San Diego SEO

    Looks like Patch still has a loooooonnnggggg way to go…  

  • http://pulse.yahoo.com/_JSUNTE67TUHS36QAOVMR4LC5HA Pink

    The intern helped? Rick, I think you need to worry about your own reporting because you’re on your second correction and you still don’t have it right. I read the story you linked to on Patch and the intern was quoted in the story as a witness. All he does is tell the Patch editor what he saw. There is nothing in the article that says the intern saved or helped a pedestrian.

    What is never dull is the weekly blitz of anti-AOL/Patch stories that are published here and at BI, but this must be a first in which the author uses comic book effects to supply that extra few degrees of hotness off the pretentious press of Rick Robinson. Your name kind of rolls off the tongue like a super hero name, too.

    What’s next, Rick? Are you going to bring out Super Soakers? Online sound effects at the end of some sentences? Show-and-tell day, Rick?

  • http://pulse.yahoo.com/_AKH6JOL35FSVDFWQVHK75OSZBY John Stevens

    Seeing AOL’s stock price it feels like Patch.com is all the company has going for it lately.

    • http://pulse.yahoo.com/_JSUNTE67TUHS36QAOVMR4LC5HA Pink

      I second that. Hopefully AOL can turn Patch profitable because I am enjoying its presence in my area.

  • Fonzi

    Then again, the deals game is darn crowded. 

  • Jdoe

    @ john stevens

    “Patch is all the company has  going for it lately” ???

    Are you serious? $100 million a year, no ad revenue, and a 900 editors to pay? AOL is a dead brand, and Patch might just be the final nail in the coffin.

    Based on their balance sheet, the only thing they have – and I don’t think it’s really “going for it” – is their rapidly shrinking dial up base.

    Patch simply will not work. HuffPo will never be the NY Times, and at $10 a share (as of Wed.), it seems investors don’t think there’s much of a future for the company as a content provider.

  • Googleplus

    Gorilla? Patch is more like a chimpanzee.

    Groupon and Living Social already have the largest market areas covered.

    Facebook has it’s local “Deals”, (and 500M potential users and many of them multi-times per day users).

    Maybe nobody was paying attention — Google recently bought TheDealMap.com and just rolled it out as  “Google Offers”,  [ http://google.com/offers ] — as soon as they tie it to “Google Places” and other search tools, (and run it into all those Android and Motorola phones),  AOL won’t know what hit it.  Already if you google “Patch Deals” you get ads for Google Offers.

    AOL is brain dead and someone should pull the plug.

  • Jackie

    Gloucester Township cut a deal to by politicians to pay for advertising in exchange for defaming people they seek vengeance on.

Big Things Coming in Local in 2015!


Join us in New York, San Francisco and Denver for Street Fight's industry-leading conferences. Top speakers, great networking, valuable insights, and killer parties.
Click here for dates and details!

Newsletter

Get hyperlocal industry headlines in your inbox every morning. Subscribe to the Street Fight Daily newsletter.


See how brands compare in local presence across areas such as local SEO, data accuracy, social engagement and more. Presented by Where2GetIt and Street Fight. Click here to see the battle!

Free White Paper: Pay-Per-Call’s Role in Improving Marketing ROI

Call campaigns can make the phone ring — or alienate prospective customers. Learn how to get it right: Download "Pay-Per-Call's Role in Improving Marketing ROI."

Produced by Street Fight Insights for Soleo.

Free White Paper: Contextualization

Learn how to deliver better, revenue-driving consumer experiences. Download "Contextualization: Leveraging Location-Based Technology and Mobile to Drive Success for Brands."

Sponsored by Artisan Mobile.

Follow Us

Get the latest Street Fight news, information and analysis via Twitter and Facebook.

The Commerce Graph

The “Commerce Graph” is a new framework we have developed to think about the future of physical exchange. The model offers an alternative to the dominant narrative about the commerce landscape that frames digital networks as an adversary of physical exchange.

The $20 Billion Mobile Marketing Opportunity

Strategies and insights into the landscape of targeting options and how they deliver foot traffic and sales for SMBs.
Check out our 2013 report and get your copy today!

Twitter

© 2014 Street Fight.

Powered by WordPress. Hosting by Page.ly