As communities develop and perfect their web portals, expansion of the technology and innovative ways of getting information make it possible for you to go after profit streams you once thought untouchable. Take the Free Standing Inserts in your newspaper, did you think of a way to use them online? I have seen pdf versions of those circulars on some web portals but how do we take that money from print? Maybe it is as easy as "Office Depot's Circuitous Route, Takes "Circular" Online, Launches Specials on Hulu" would have us believe...
"The effort, which is built around a new micro site, and weekly Internet show dubbed, "Specials with Matt and Matt," is being billed by Y&R executives as an alternative to the Sunday newspaper circulars.
The site, which is located at www.thesurvivalofthesmartest.com, features the weekly "Specials" show, named after its advice-giving co-hosts, and offers a variety of consumer promos including contests, sweepstakes, discounts, as well as direct commerce via a variety of online services aimed at small business owners and consumers.
Y&R execs would not disclose the cost of the site and the weekly series, but said it was being done at a "fraction" of the "hundreds of millions a year" that Office Depot currently spends on traditional Sunday circulars.
More importantly, they say the new online platform will generate a bigger bang for the buck by creating community interaction that extends the life of the offers.
The series, which is also available as a downloadable widget, will soon be launched on Hulu.com, and will be emailed directly to millions of Office Depot "rewards" members each week to promote viral activity."
Why not take the concept to your Mom and Pop stores in your market and help them exploit a new marketplace? I think the opportunity to put this in front of consumers is only limited by your imagination and time constraints. Now go out and do it!