Deal Co-op CEO Nate Schmidt says that when Birmingham, Ala.,-based TheSuperDeal is pitching deals to local merchants, sales reps are usually not just making cold sales calls. Rather, because of the team’s longstanding local ties to the city, it’s often a pitch to a business that someone that their team knows in some way, he says: “We’ve been in the community. There’s no doubt that’s been really important.”
Launching a branded deals program gives publishers an additional stream of revenue in a notoriously difficult advertising market, potentially increasing a media company’s annual advertising revenue anywhere from 15% to 30%. These programs also give community newspapers, hyperlocal blogs, television stations, and radio stations a way to capitalize on the trust and authority they’ve developed with their audiences over the years.