In regelmäßigen Abständen dreht die deutsche e-commerce Branche durch: Da kommt ein neues Konzept aus den Staaten zu uns rüber geschwappt und kurz drauf schießen die Klone wie Pilze aus dem Boden. Vor einer Weile waren es Liveshops und die Shoppingclubs, momentan sind es Groupon-Konzepte. Mit den Groupon-Konzepten kommt dieses Mal aber eine Idee auf, die auch als Ertragsmodell für Lokal- und Regionalzeitungen durchaus interessant sein kann.
Wie funktioniert Groupon?
Bei Groupon-Konzepten geht es darum, möglichst viele Menschen für ein bestimmtes Angebot zu finden. Zum Beispiel werden 20 Leute gesucht, die eine Massage buchen. Wenn sich 20 Käufer zusammengefunden haben, kommt die Aktion zustande und jeder der Käufer zahlt beispielsweise nur 30 anstatt den normalen 60 Euro. Die Käufer freuen sich, dass sie gespart haben. Das Massagestudio freut sich, dass 20 Kunden fest eingeplant werden können. Finden sich keine 20 Leute zusammen, kommt auch die Aktion nicht zustande.
Die Schlüsselbedingungen für das Konzept sind:
- Vertrauen der Käufer in den Verkäufer
- Vertrauen der Käufer in den Vermittler
- Räumliche Nähe zum Ort des Verkäufers
- Die Möglichkeit weitere Teilnehmer aus dem persönlichen (räumlichen) Umfeld zu werben, um so in den Genuss des Rabattes zu kommen
- Bevorzugt Dienstleistungen als Angebote (hohe Margen, Vorteile durch Planungssicherheit)
- Kurze Vorlaufzeiten bis zur Einlösung des Angebotes (sonst macht es einfach keinen Spaß)
Große Chance für Lokalzeitungen
Wenn man sich die Bedingungen genauer anschaut wird schnell klar, dass das eigentlich die natürlichen Kernkompetenzen der Lokalzeitung sind: Jahrelanges Vertrauen der Leser, räumliche Nähe und das Vertrauen der Käufer in die örtlichen Händler. Sauber aufgesetzt können sich mit Groupon-Konzepten für Lokalzeitungen ganz neue Möglichkeiten ergeben:
- Die Werbekunden zahlen nur bei erfolgreichem Abschluss der Aktion (dann aber gerne und auch gerne wieder)
- Die Leser werden die Aktionen zum Großteil als echten Mehrwert wahrnehmen (sie sparen schließlich Geld)
- Die Lokalzeitung kann Leser auf andere Weise an sich binden (der Leser könnte ja ein Angebot verpassen)
- Im kleinlokalen, ländlichen Umfeld kann das Konzept auch mit Ware anstelle von Dienstleistungen funktionieren (z.B. der Fahrradhändler, der schon ab fünf Verkäufen einen Rabatt geben könnte – ohne direkten Konkurrenzkampf zum Internet)
- Im lokalen Raum sind noch weitere wertvolle Dienstleistungen denkbar: z.B. fünf Hauseigentümer, die sich zusammenschließen und ihr Dach neu decken lassen (sehr hohe Provisionsmöglichkeiten für die lokale Zeitung)
Mit der normalen Anzeige ist es bald nicht mehr getan
Das mag auf den ersten Blick alles recht aufwändig und “nach ganz anderem Business” klingen. Aber die Zeiten, als man mit ganz normalen Anzeigen Geld verdienen konnte, werden auch im lokalen Umfeld bald vorbei sein oder zumindest deutlich schwerer werden. Die Werbekunden wünschen sich – wie die Online-Werbekunden auch – einen echten Mehrwert für ihre Anzeige. Und einen größeren Mehrwert, als nur für Kunden zu bezahlen, die auch wirklich etwas kaufen, wird man ihnen nur schwer bieten können.
Wenn die lokalen Zeitungen nicht bald anfangen selbst auf neue Erlösmodelle umzustellen, werden es eben andere tun. Die e-commerce Branche steht zumindest in den Startlöchern und war auch bei vielen anderen Modellen schon deutlich schneller als die meisten Verlagshäuser. Und es sagt ja keiner, dass amazon nicht auch irgendwann Nachrichten produziert – wenn es das Vertrauen der Kunden und somit den Verkauf fördert werden sie es machen…
Auf excitingcommerce.de gibt’s noch mehr zu dem Thema
Weitere Artikel auf netzleser:
- Es gibt keine neuen Erlösmodelle im Journalismus Etwas vermessen das direkt zu Beginn eines Blogs zu schreiben. In einem Blog welches sich mit neuen Geschäftsmodellen im Internet beschäftigt. Und dann auch noch von einem Gastautor. Aber zumindest laut Robert Niles von Online Journalism...
- Verlage müssen sich mehr auf das mobile Internet einlassen Daran, dass das Internet in Zukunft immer mobiler wird, hat wohl kaum jemand Zweifel: Anstatt am Rechner werden Nachrichten und Infos in den nächsten Jahren mehr und mehr über mobile Geräte konsumiert. Den Anfang hat...
- Das geht App!!! – ein bisschen zumindest Das klingt schon mal gar nicht so schlecht: 100.000 App-Downloads im ersten Monat. Wie sich die 100.000 Downloads auf Bild und Welt verteilen, will Axel Springer allerdings lieber nicht verraten. Ich gehe ja mal ganz...
{ 3181 Kommentare }
← Vorheriger Kommentar
Nächster Kommentar →
I do believe all the ideas you have introduced on your post.
They’re really convincing and can certainly work. Still, the posts are too brief for novices.
Could you please prolong them a little from subsequent time?
Thank you for the post.
What’s Taking place i am new to this, I stumbled upon this I have discovered It positively helpful
and it has aided me out loads. I hope to give a contribution & assist different customers like its aided me.
Good job.
I for all time emailed this webpage post page to all my friends, as if like to read it afterward my contacts will too.
Hi, I check your new stuff like every week. Your humoristic style
is awesome, keep up the good work!
Hey there just wanted to give you a quick heads up. The text in your
post seem to be running off the screen in Opera.
I’m not sure if this is a formatting issue or something to do
with internet browser compatibility but I figured I’d post
to let you know. The layout look great though! Hope you get the problem solved soon. Many thanks
It’s a shame you don’t have a donate button! I’d without a doubt
donate to this outstanding blog! I guess for now i’ll settle for book-marking and adding your RSS feed to my Google
account. I look forward to fresh updates and will share
this site with my Facebook group. Talk soon!
Thanks for finally writing about > e-commerce vs. Journalismus:
Groupon-Konzepte für Lokalzeitungen < Loved it!
After I initially commented I seem to have clicked the -Notify me when new comments are added- checkbox and from now on whenever a comment is added I get 4 emails with the exact same comment.
Is there a means you can remove me from that service? Thank you!
Howdy! This is my first comment here so I just wanted to give a quick shout out and tell you I genuinely enjoy reading your blog posts.
Can you recommend any other blogs/websites/forums that
cover the same subjects? Thanks for your time!
I just could not go away your site prior to suggesting that
I actually loved the standard information a person supply for your guests?
Is going to be again often to investigate cross-check new posts
It is in point of fact a great and helpful piece
of information. I’m glad that you just shared this helpful information with us.
Please keep us up to date like this. Thank you for
sharing.
Yes! Finally someone writes about http://www.instapaper.com.
A motivating discussion is definitely worth comment.
I do think that you should write more on this subject, it might not be a taboo subject but generally people do not talk about such subjects.
To the next! Kind regards!!
Do you mind if I quote a few of your posts as long as I provide
credit and sources back to your weblog? My blog site is in the very same area of interest as
yours and my users would genuinely benefit from a lot of the information you provide here.
Please let me know if this ok with you. Many thanks!
Hey there! Someone in my Myspace group shared this
site with us so I came to look it over. I’m definitely enjoying the information. I’m bookmarking and will be tweeting this to my followers!
Wonderful blog and terrific design and style.
I simply couldn’t depart your site prior to suggesting that
I really enjoyed the standard info an individual supply on your guests?
Is going to be back continuously to inspect new posts
We are a gaggle of volunteers and opening a brand new scheme in our community.
Your website offered us with valuable info to work on. You have done
an impressive job and our whole group will be thankful to you.
Wow, incredible blog layout! How long have you been blogging for?
you made blogging look easy. The total glance of your web site is excellent, as
neatly as the content material!
Hi there! This is kind of off topic but I need some help from an established blog.
Is it very difficult to set up your own blog? I’m not very techincal but I can figure things out pretty quick.
I’m thinking about setting up my own but I’m not sure
where to begin. Do you have any points or suggestions? Thanks
Hmm is anyone else having problems with the pictures on this blog loading?
I’m trying to figure out if its a problem on my end or if it’s
the blog. Any suggestions would be greatly appreciated.
It’s nearly impossible to find knowledgeable people on this
subject, however, you seem like you know what you’re talking about!
Thanks
Hey very interesting blog!
all the time i used to read smaller content which as well clear their motive, and that is also happening with this article which I am reading
here.
You really make it appear so easy together with your presentation but I find this
topic to be actually something that I believe I might never understand.
It kind of feels too complex and very huge for me. I’m having a look forward to your subsequent put
up, I’ll attempt to get the hang of it!
Your means of telling all in this article is truly pleasant, every
one be able to effortlessly understand it, Thanks a lot.
I loved as much as you will receive carried out right here.
The sketch is tasteful, your authored material stylish.
nonetheless, you command get got an shakiness over that you wish be delivering
the following. unwell unquestionably come more formerly again since
exactly the same nearly a lot often inside case you shield this increase.
Thank you for the good writeup. It in reality was once a entertainment account it.
Glance advanced to far brought agreeable from you! By
the way, how could we be in contact?
Hey There. I found your blog using msn. This is a very well written article.
I’ll make sure to bookmark it and return to read more of your useful info.
Thanks for the post. I’ll definitely return.
Longtime head of a single of Europe’s most influential
families…
Feel fee to surf too my page; 바카라 검증사이트
Thanks for the marvelous posting! I truly enjoyed reading it, you could be a great author.I will
make sure to bookmark your blog and will often come back sometime soon.
I want to encourage you to definitely continue your great work, have a nice afternoon!
Excellent pieces. Keep posting such kind of information on your page.
Im really impressed by your site.
Hi there, You have performed a great job. I’ll definitely digg it and personally
recommend to my friends. I’m sure they’ll be benefited from this
web site.
I really like it whenever people come together and share views.
Great website, continue the good work!
Hello there I am so grateful I found your weblog,
I really found you by error, while I was researching on Google for something
else, Anyways I am here now and would just like to say cheers for
a fantastic post and a all round enjoyable blog (I also love
the theme/design), I don’t have time to read it all at the moment
but I have saved it and also included your RSS feeds, so when I have time
I will be back to read a lot more, Please do keep up
the fantastic work.
I know this web site provides quality based articles
or reviews and other information, is there any other
web page which gives such data in quality?
This piece of writing is genuinely a good one it helps new internet viewers,
who are wishing for blogging.
I know this if off topic but I’m looking into starting my own blog and
was curious what all is required to get setup? I’m
assuming having a blog like yours would cost a pretty penny?
I’m not very internet smart so I’m not 100% certain. Any suggestions or advice
would be greatly appreciated. Cheers
Saved as a favorite, I really like your blog!
Thank you for every other magnificent post. Where else may just anyone get that type of info in such a perfect means of writing?
I have a presentation next week, and I’m at the search for such info.
It’s awesome to visit this site and reading the views of all mates concerning this
paragraph, while I am also eager of getting experience.
Hi there to every , because I am truly keen of reading this weblog’s post to
be updated on a regular basis. It contains good data.
Hi are using Wordpress for your blog platform? I’m new to the blog world but I’m
trying to get started and create my own. Do you require any html coding knowledge to make your
own blog? Any help would be greatly appreciated!
Very good article. I’m dealing with many of these issues as well..
Good post! We are linking to this particularly great article on our site.
Keep up the good writing.
What’s up to every one, the contents present at this site are really remarkable for people experience, well, keep up the nice work fellows.
Wonderful blog you have here but I was wondering if you knew of any message boards that cover the same topics discussed here?
I’d really like to be a part of community where I can get opinions
from other knowledgeable people that share the same interest.
If you have any recommendations, please let me know.
Appreciate it!
Today, I went to the beachfront with my kids.
I found a sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She placed the shell to her
ear and screamed. There was a hermit crab inside and it pinched her ear.
She never wants to go back! LoL I know this is entirely off topic but I had to tell
someone!
I really love your website.. Excellent colors & theme.
Did you make this amazing site yourself? Please reply back
as I’m trying to create my own personal website and would love to know where you got this from or what the theme is named.
Thank you!
I am curious to find out what blog system you happen to be utilizing?
I’m experiencing some minor security issues with my
latest site and I’d like to find something more safeguarded.
Do you have any recommendations?
It’s really a cool and helpful piece of information. I’m glad that you
just shared this helpful information with us. Please keep us informed like
this. Thanks for sharing.
You can definitely see your enthusiasm in the article you
write. The arena hopes for more passionate writers such as you
who are not afraid to mention how they believe. All the time follow your heart.
← Vorheriger Kommentar
Nächster Kommentar →
{ 4 Trackbacks }