Local search engine Superpages.com began feeding its clients’ coupons to city-specific Twitter accounts on March 18.
Superpages allows clients to upload three coupons at a time to its Web site. With the Twitter capability, coupons will be fed to accounts in 72 markets, with more to be added. Local marketers can attribute results to the coupons by including promotional codes.
“We’re doing this to use the social media space to drive more traffic to our clients and listings,” said Lisa Vilfordi, spokeswoman for Superpages. “This is going to encourage more clients to upload coupons because it’s going to drive more leads, as people search for coupons in their local area.”
Superpages.com’s clients are small, local businesses, such as locksmiths, plumbers and florists, who promote mostly within their own communities.
Superpages’ goal is to encourage clients to capitalize on increased coupon use nationwide, Vilifordi said. The company cited studies from CH Marketing Services, Scarborough Research and BIA/The Kelsey Group that showed a rise in coupon redemption, especially locally. Kantar Media also reported on March 17 that free-standing insert spending increased last year as marketers used coupons to encourage customer loyalty.
“Everybody’s using coupons, especially with the economy where it is now,” Vilifordi said.
Superpages also has a presence on Twitter and Facebook that gives consumers tips to solve household problems. The company also runs @SP411, a Twitter account that returns local results to consumers who Tweet or direct message their location and what they are looking for.
