If Groupon’s not already a household name, it may be soon. According to AdAge, the company is getting ready for some big time TV advertising, starting with spots during the Super Bowl pre-game show (the Super Bowl itself was already sold out).
Groupon has already been growing like a weed, based mainly on web-based word-of-mouth. A big television campaign could be just what the company needs to truly get the masses interested, and it will be interesting to see the approach they take with the ads. AdAge reports:
Groupon has been ramping up by quietly tapping a variety of agencies to handle various marketing duties. It’s expected to partner with MDC Partners’ Crispin Porter & Bogusky for traditional advertising, and, considering that shop’s reel of creepy (Burger) Kings, talking mannequins and Volkswagen Beetles, Groupon appears to have no intention of playing it safe.
It has also added a media agency of record in Publicis Groupe’s Starcom. Over the Christmas holidays Groupon CEO Andrew Mason sent a note to cable networks alerting them to the new relationship. And last month, Groupon tapped Havas-owned Euro RSCG, Chicago, for help with customer-relationship marketing strategies, a move that Groupon Director of Marketing John Becvar last month said was part of an effort to "test different programs with our growing base of Groupon subscribers."
As you may know, Groupon recently rejected a $6 billion acquisition offer from Google, but as Google’s Marissa Mayer recently pointed out, Google already has some weapons in its arsenal that compete directly with companies like Groupon.
Last year, Google ran its first TV commercial during the Super Bowl.
Groupon continues to grow, both in terms of funding and geography. Groupon most recently expanded into Australia, though it has been forced to operate under a different name in that country, due to a Groupon-clone owning the name there. Groupon is currently fighting this.
Groupon is likely to become more attractive for small businesses as it boosts brand name recognition through TV advertising. More consumer interest in Groupon means more potential customers for businesses who offer deals. Groupon CEO Andrew Mason recently said his company is the savior for small businesses and that he wants it to do for local businesses what Amazon did for buying products.