According to citybizlist Baltimore, Google has launched their Google Offers product in Baltimore as of 10/25/11. Baltimore has numerous entrants in the daily deals space, with established competitors such as Groupon & Living Social battling it out on a daily basis inside of Baltimorean’s inboxes.
From a marketer’s perspective, I’m going to examine Baltimore’s first Google Offer, a $30 for $15 deal at Conkling Street’s Blue Hill Tavern. First, let’s flashback to Google’s failed bid to purchase Groupon. Google was rebuffed in their attempt to purchase Groupon in late 2010, which made the rumors of a Google Offers launch much more interesting. Google Offers launched in January 2011, and has been opening up new cities in a controlled manner since.
The offer, found here, is your standard 50% off coupon that many restaurants offer to help fill up empty tables, in hopes of attracting new customers that will become return patrons (hopefully at full price). What Google seems to bring to the table is integration with their other products such as Maps, and the related Places page. In the snapshot below, you’ll recognize the basic building blocks of a Google location search – Map, Address, Phone Number, Website link.
The other slightly more interesting link is simply labeled “Look inside”. Clicking on this link takes you to a panoramic view of the inside of Blue Hill Tavern, providing a virtual “tour” of the tavern (click link here & select "Look Inside" in bottom right corner.
It’s not a huge logical leap to see how this could be of use to business owners – we’re a visual species, and the Business Photos product feeds that curiosity, ultimately deepening the experience of the user. I do have one comment about Blue Hill Tavern’s panoramic photo – I’m surprised they chose that vantage point. I’ve dined there before, and the views from the 2nd level & the outside deck are far superior compared to the bar view chosen here. However that’s just my own preference – this is an attractive restaurant nonetheless.
Last but not least, let's remember Google also recently acquired Zagat to beef up their restaurant review content. Restaurants would be wise to squeeze all the usefulness out of Google's offerings, including links to existing Zagat reviews of their business. Blue Hill's Zagat reviews did not display on the offer itself, but a link is provided from the Google Places page to Zagat's full profile of Blue Hill Tavern. No doubt Google will find new, useful ways to integrate Zagat's massive stockpile of dining preference data into their offerings to help inform potential customers.
I'm interested to hear whether any other Baltimore business owners have been approached yet by Google. Curious to see if they focus on food here in Baltimore, or if there are any creative uses being tossed about. A quick scan of today's offers from other cities reveals mostly food offers, with some spa deals & a bike repair offer in the mix.
Many types of businesses are not able to offer the deep discounts required of the daily deal model. I'll be interested to see if Google Offers evolves to assist businesses outside of the stereotypical daily deals model, or if it stays with the well-worn track of offering deals on the same-old same-old. There are some indications that consumers are already saturated with similar offers - Google may do well to find ways to differentiate itself in this space. One way they seem to be doing that is in the quick payment turnaround they receive after an offer has completed. Their payment plan compares favorably to that of it's competitor Groupon, which is certainly a plus for cash-strapped businesses.
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