Spokane/Coeur d’Alene Population: 253,053
Spokane County Population: 462,677
Daily print circulation: 69,748
Sunday print circulation: 89,752
Web Views: 4.3 million/month

In less than two months since launching, The Spokesman-Review has 80 merchants, 175 active deals, 2,033 consumer sign-ups, and their impressions are already over 1.1 million.

We recently asked Dan Fritts, Integrated Sales Manager at The Spokesman-Review, if he would be willing to talk a little about the success they have had with ForkFly and offer some tips to other Media Partners. He was happy to oblige!

“Hello All -

We had the following sales incentive for ForkFly sales made by the 12/5/11 launch date, signed contracts in hand:

· Sell at least five, get $15 per merchant
· Sell ten or more, get $30 per merchant

This was the carrot… The stick was each AE had a goal to sell at least five by the launch date and at least ten by year end 2011. If you did not make the five deadline you received a verbal counseling coupled with a fun (seriously) role play with me and another sales manager, ensuring your presentation was up to speed to close more sales. If you did not make the year-end goal of ten, you received a Written Warning.

Regarding motivation and how this fits in the big scheme of things, here are the key things we did and/or do, or discuss:

• ForkFly “Brand Champions.” For us this meant two sales managers teaming on this project. For partners that might have just one sales manager, we think it’s critical that someone become the “brand champion,” if you will. Someone has to be focused on ForkFly even with the other duties you may have.

• Consistently educating the sales team and keeping ForkFly front and center on a regular weekly basis.

• Role Playing. We had our Account Executives present to us and we provided feedback with a focus on keeping the presentations simple and time efficient.

• In regards to Sales presentations, we have had our Account Executives focused on a four step process: First, begin illustrating ForkFly from a consumer standpoint via their phone; Second, from a merchant standpoint showing the ease of setting up coupons and profiles via a handout; Third, they discuss our marketing promotions; and Fourth, discussing the pricing along with the sales close.

• We used a really big white board to track individual sales and the total sales goal of hitting at least 40 merchants by our launch date.

• We understood that in order to generate consumer interest, a critical factor once we had the merchants, we needed to populate ForkFly with as many merchants as possible by launch date and the end of the year. (In essence, the first several months.) We felt it was critical that we did not place ourselves in a situation four or five months down the road, trying to sell the platform to merchants while only having a few others on board, or we would be dead in the water. Thus, why we were very aggressive on the pricing, only charging an “Intro Rate” of $75 per month. (Regular price was double).

• Membership has its privileges: Being an “early adopter” and growing with us had/has significant advantages for merchants. One, you get a special “Intro Rate,” and two, if you re-up prior to your current commitment expiring, you can upgrade using the “Intro Rates.”

• As a bonus to our “early adopters” we are giving them two additional Deals Co-op ads and a tile ad on our dining and entertainment site www.spokane7.com through the end of January at no charge. Read: FREE.

• Each of our “early adopter” new merchants received a Forkfly gift bag – another opportunity to THANK each one for joining us and being our partners in this new venture.

• ForkFly has given us the opportunity to jump ahead of our local competitors by providing a very dynamic, mobile marketing platform that no one else has locally.

• The ForkFly platform is better, and different, than Groupon and Living Social, for various reasons.

• It’s a pretty simple sales premise. A lot of the presentations were sold by simply demonstrating ForkFly with a Smartphone. Sales calls made over the phone (land line only) with the video sent beforehand and demonstrating via the website have also worked. Not a lot of the multiple page sales presentations were used/necessary once an AE was proficient in selling ForkFly.

• The level of commitment we were placing behind this launch/new product was important to many of our merchants, so making a commitment to do advertising outside our newspaper property was crucial. We began with radio in December 2011, and in January 2012 we began an aggressive bus advertising campaign.

• We had already begun expressing and educating the sales folks on expectations for 2012 before our launch date. With a launch date goal, a year end goal and now a 2012 goal, the expectation was clear that ForkFly is here to stay; this is not the classic newspaper process of it being just today’s flavor and after the launch date we are on to something new. We’ve discussed that this truly has the potential to be really big. Be one of our CORE digital product offerings.

• ForkFly provides a low cost marketing solution for small businesses in our local community, especially ones that have left the paper for various reasons. It also opens the door for non-traditional newspaper accounts.”

Q&A with Dan

Q: Did your newspaper group already have a daily deal platform on board? If so, is Forkfly a complement to that platform? Are you competing for the same advertisers?
A: We have a mobile deal site, but it was not a Daily deal site. It should be a complement. We are working on improving that since our mobile site has its own large unique audience. Not everyone goes to a deal site/uses coupons.

Q: What has the advertiser response been?
A: We launched 12/5/11 and the response from advertisers has been really positive. We had 70 merchants on board at launch date and many of them are “quality” merchants! We had already begun hearing positive results from merchants just two weeks into the launch. In general, merchants “get” this concept.

Q: Are you satisfied with the number of customers signing on?
A: Yes, the next big step is renewals on March 5, 2012 since many made an initial 3 month commitment.

Q: Do you have a separate staff to sell Forkfly?
A: We have all our reps selling this and each one has a sales goal.

Q: What has been the reception of your sales team to the product?
A: Really good/positive. They get it, too. It is a unique offering that no other local media company has. It is current technology: mobile/Geo-targeting/social sharing, yet a very simple sales premise. It is unique and better than Groupon/Living Social, which are not so positive with many merchants now.

Q: Are you bundling Forkfly with any other products?
A: Yes we are.

Q: Are you pleased with the technology?
A: The last improvement this past month (December) was nice. Based on our conversations with ForkFly, we feel confidant that they are fully behind making sure Forkfly stays relevant. With new enhancements, the consumer, merchant and the vendor experience continues to grow in value.

Q: Are you happy with your support from Forkfly?
A: We have been very pleased. We are in it together. They don’t forget about you/are on to their next client once you’ve purchased their service/product. We’re growing together to make this an awesome partnership. They welcome and want your feedback, ideas etc.

Q: Are you continuing to add merchants? If so, what is your target?
A: YES! We are working on that right now. In the big grand scheme, we will likely try and set a goal to hit 200 merchants by year end 2012. First, it’s getting a high resign rate for all the three month commitments that expire 3/5/2012, while we also push hard to increase new merchant sign-ups during this 1st quarter.

Q: In your opinion, what are the best categories to sell?
A: What consumers need on an on-going basis, so restaurants are big, shopping and services, etc. We have one furnace company that had a $500 coupon. They just sold one through ForkFly, so they have more than covered their costs.

Q: What would you do differently, or what would you advise to someone starting out?
A: Role playing helps a lot to make sure the sales presentation is dialed in properly, especially with your AE’s that are not as comfortable with digital.

ENSURE your staff understands that the merchant needs to have really good offers, and offers that are, ideally, unique to Forkfly. If the deals are not exciting few will come back and “word of mouth” will get no legs. No amount of advertising/marketing will help to overcome this.

I would recommend setting launch date six weeks after the date your staff gets their initial ForkFly sales presentation. For us, four weeks was not enough time for the sales staff to absorb the info, practice the presentation, then get out there, selling asap to try and make the launch requirement number. Even though it was a no-brainer for some advertisers, others wanted to think about it.

You’ve got to have scale here too. If you only have a few merchants it will not be a good consumer experience.

If you’re a regular, run-of-the mill American consumer, your inbox is overflowing with daily deals. Groupon, Tippr, Daily Deal… the list goes on. Even Amazon is getting in on the deal train. Just recently we noticed a deal app called “Forkly.com!” Obviously it’s creating some waves.

The sheer amount of deal sites out there might be staggering, but from the customer stand point it’s not exactly a big problem to have so many outlets for amazing discounts at your cities’ hottest spots. For businesses though, the constant onslaught of calls and emails from sales reps from these various deal sites can be not only overwhelming, but down right annoying. Add to that the numerous stories of merchants run out of business by getting in with the wrong daily deal sites, and the pressure mounts.

So, who can you trust? Who do you turn to in this time of “deal overload?” Let’s look at Groupon, one of the largest deal sites out there. Groupon makes its money by taking a cut of the amount it collects for the merchant: 30 to 60%. To feature a coupon, the merchant must discount its products or services by at least 50% off the regular price. This can be a very attractive offer for people who want to save money. The deal site claims that the businesses that run a deal can do so to get people in the door, to build loyalty, etc. But in reality, the type of customer the merchant is attracting is often times one who simply wants a deal.

Let’s look at this theory a bit closer. For the most part, people who subscribe to most daily deal sites are willing to spend time every day reading e-mails that summarize the daily deals. These are people who are very interested in saving money. They’re buying because of the 50% off deal, not always because they want the product or service. The voucher will get them in the door, but are they likely to come back and pay regular price for the same goods or services in the future? Most businesses are learning the hard way that is simply not the case.

When Paul Wagner, Forkfly CEO, opened his wine bar in Portland, Oregon, he quickly became frustrated with the leading digital city guide.  Those frustrations lead him to find a better way to guide customers, and thus began Forkfly.com.

If you’re looking to build loyalty and return customers, plus reward your current, loyal customers, the Forkfly model is the only way to go. We’re not a huge business with sales reps running around wild. We work with local media partners, who sell the Forkfly app to local businesses they already know, understand, and have a relationship with. We don’t force restaurants and other businesses to mark down their services and then take a hefty portion of sales to the point that the business actually loses money.

Forkfly is a self serve platform for small businesses. Advertisers can manage offers, social media, print and digital spends, and more.  They can even build a loyal follower base by using the Favorites tool for instant communication and engagement with their customers. The big picture is this: Forkfly.com is about building customer loyalty and engaging with customers in real time. It’s not about asking just anyone who wants a deal to stop in for a one-time entrée that will cost the restaurant more money to make than they’ll profit.

In a time of deal overload, it’s important to know what’s out there and do your research. It’s also important to understand the reputation of the company you’re partnering with. With as fast as communication moves, and as quickly as consumers look for something new, Forkfly is in a great place to grow.

But the times are changing. Digital Coupons are popping up and being used at the same rate as paper coupons. According to a recent study from Promotional Codes, “in 2011, 53% of redemptions are still done with paper coupons, but Internet-based redemptions are creeping up. By 2014, most Internet couponing will be the norm.” This means the use of coupons is not going away, but growing. It’s the way people are redeeming them that is changing. And it’s the way merchants are offering them that is also evolving and changing. Now, consumers have more than one option for how to redeem their coupons, which makes it convenient for them as well as merchants.

Consumers are enjoying the convenience of redeeming coupons via their smart phone, but also having the option to print the coupon at home or cut it from the Sunday paper. The economy continues to drive consumers to use more and more coupons, with new daily deals cropping up around every corner. But who’s looking out for the publishers- and the merchants? The Forkfly platform offers the ideal way for media- including publishers, radio and television- to jump on board the digital advertising train. Forkfly also offers something a lot of these large, deal-centric companies are missing: the local angle. Who knows the locals better than the local advertisers and media partners? Each market is different and unique, and each market has its own specific needs.

Three years ago we started building Forkfly, a collection of web based and mobile tools aimed at keeping publishers in the digital game.  Our approach was unique: Publishers, when working together, are a force to be reckoned with.  The collective marketing ability and sales potential of the industry could effectively compete with national disruptors like Groupon, Living Social, and myriad of other players on that national scene that wish to divert small business marketing spends.

So what does Forkfly actually do?

Forkfly allows merchants to offer ongoing and one time deals via web and mobile apps. If a consumer wants to redeem, it’s simple; they print a voucher or hold up their phone. Soon they’ll even be able to earn rewards for sharing deals with their friends via social media!

Forkfly is a self serve platform for small businesses. Advertisers can manage offers, social media, their print and digital spends, and more, all from one platform.  They can even build a loyal follower base and use this tool for instant communication and engagement with their customers.

So what’s all of this about Groupon Now!?

Groupon Now! is now being rolled out in select markets.  Imagine Groupon not offering just one daily deal in your market, but hundreds.  It represents a significant threat to media partners’ ability to retain local advertiser spend.  Forkfly is a huge win for local.  Alisa Cromer, from the trade journal “Local Media Insider” said it best:

“Our recommendation to compete immediately for the space is a partnership with Forkfly”

Groupon confirmed its plans to go public this month, raising an estimated $750m on the US stock markets at a price that could value it at potentially over $20bn, according to analysts. The company will become the latest social media firm to go public, adding to a highly competitive new technology market.

Consumers and merchants alike see the benefit to offering on-going or daily deals. Studies are proving that the lasting effects include customer loyalty, customer retention, and new customer acquisition. Daily deals and on-going deals also prove to be a better method of managing marketing in a digital market and allowing merchants to give the customer the deals they desire through on-going communication. Analytics built into online coupons and mobile coupons also offer result tracking like never before.

The companies that are set to take advantage of this new market place are those that have a model built for sustainability. In short – the Groupon sales/employee weight and the national marketing expense coupled with the end user acquisition cost is heavy. Compared with the Forkfly model, which is light, nimble and based heavily on merchant to customer communication and retention.

As Local Media Insider Alisa Cromer writes, “Don’t cede your DMA to GrouponNow (or GoogleOffers) in the locational deal store/coupon space. The locational coupon and certificate store space is still up for grabs. Forkfly, can, at least conceivably, be launched in 30 days, because most of the technology is already built. It also has a nascent national network, which is better than launching alone.”

From 2006 to 2009, the proportion of digital coupons among all coupons redeemed increased from 1% to 10%, while newspaper coupons fell from 63% to 50%, according to data from NCH Marketing Services. With digital coupons on the rise, customers are looking for a fully integrated digital solution, and who better to offer them that than the publishers.

While Forkfly is not a daily deal centered business (Only 7% of our revenue) we have put the time and attention to build a platform that utilizes the relations of the publisher/media companies. Forkfly utilizes the wholesale platform, merchant to customer communications and retention in real time, and hundreds of free and every day deals for end users.

The frequency of more and more people buying and using Smart Phones means more people are consistently “plugged in” and the success of daily and on-going deal platforms is sure to only increase. The real question for merchants and publishers is not if you’ll sign on, but when and with whom.

One of my friends was just commenting on how much she adores the St. Johns area and would love to move there.  She is in love with the area’s small pretty shops, quaint diners, and friendly atmosphere. I myself have never been, but after stumbling across the Leisure Public House in the St. Johns neighborhood I will most definitely be taking a trip to the North.

Leisure Public House is one part bar, one part pub, and is 100% the kind of place I would love to hang out at. They have a full bar, an absolutely gorgeous outdoor seating area, and a menu that is anything but ordinary–instead of a hamburger and fries, why not try their chevre salad with fresh goat cheese, or one of their gourmet pressed sandwiches?

They definitely succeed in the fun area as well. You can play some ping pong, something called bocce ball or just play some tunes on their jukebox. Then on Mondays you can show off your talents during open mic night. Tuesday try your luck at trivia night to win some cool prizes. Then wind down on Sundays with Sunday movie night–last week they showed one of my faves, Big Fish.

I really love the story of how Leisure came to be as well. Owners, Travis and Nicole, had a passion for pubs and a love of their neighborhood, and they both wanted to create a place where people could come hang out and get to know each other in a comfortable, fun setting.  You can really tell when you look at this place that they put a great deal of thought and hard work into designing it. Travis actually built  Leisure’s patio, tables, benches, planter boxes and bocce ball court, all himself!

I can’t wait to visit Leisure Public House located at 8002 N. Lombard St. Find them online here.

With hundreds of spa/salon options available in Portland, it is easy for consumers to be overwhelmed by choices and for salon owners to get lost in the crowd.  Brow Betty, a premiere eyebrow and waxing bar, hopes that their fun, no stress atmosphere and to the point slogan “Perfect Eyebrows in the Bat of an Eye…No Lie!”, will make them stand out from the sea of businesses for years to come.

Even though they offer other types of waxing and products, brows are of course their passion and forte. Unlike some salons where waxing is more of a secondary side business, Brow Betty does eyebrows all day every day, and they won’t let you leave until they have found the perfect arch for your face.

Surrounded by cotton candy pink walls and 50′s style wooden mirrors you just can’t help but feel upbeat and ready for beautification. The estheticians are all waxing veterans, and are all as cute as a button.  Besides eyebrows, the team also does all other types of facial waxing, body waxing and tinting.

They will also give you some great tips and tricks on how to keep your newly plucked/waxed areas looking great all the time. As someone who took off half her eyebrow last time I tried waxing it myself, I would very much appreciate that kind of advice.  You should also check out the shops highly entertaining blog here–where I found out about something called vagazzling, and yes it is what it sounds like.

Brow Betty is located at The Pointe at Bridgeport, 7114 Hazel Fern Road in Tigard.

The Marriott, Holiday Inn, Motel 6, these are the standard sleeping options that are normally nearby an airport when you visit any U.S. city.  You can expect a hard bed, minimal design, Denny’s style food, and an overall lack of comfort and entertainment. And then there is Aloft Portland Airport Hotel, basically the opposite of everything I just described.

Aloft is located at 9920 NE Cascades Parkway, and is just minutes from baggage claim at Portland International Airport. Stylish, fun, and green minded to boot, Aloft is a clear display of Portland pride and the creator’s love for the North West. This bold new airport lodging sports a loft inspired design with earth tones and geometric shapes, as well as a green building plan and an enforced eco program.

The hotel itself has a gorgeous gym, an impressive bar, a 24/7 open pantry packed full of healthy and indulgent snacks, a beautiful pool, and complimentary hotel-wide internet access. Once inside your room it gets even better, and each room has an ultra-comfortable signature bed, an over-sized showerhead, custom amenities by Bliss® Spa, and a fun, art-deco design. And you don’t have to be afraid to bring the kids along for the stay. Aloft offers for the kids a child-size air mattress and kid’s bedding, kid-friendly food options, games galore, and their splash pool.

And even though there is plenty to see and do right within the walls of the hotel, the establishment urges visitors to get out and enjoy our fantastic city, boasting about our “urban energy, cool culture, edgy art galleries, unique boutiques, and tons of outdoor activities.”  You might expect rates to be high at a place like this, but they start out as low as $99 and have a lot of great offers you can take advantage of.

This is a fun, innovative and stylish airport lodging that is like nothing I have ever experienced before.  It is a welcome addition to our fare city!

Growing up I was extremely lucky to have adoptive grandparents who lived right next door to us and would have my family over for Sunday breakfast on a consistent basis.  They loved filling their house with children who adored them, and we loved being spoiled by them!  My grandmother would make biscuits and sausage gravy, cinnamon rolls, and hashbrowns.  My own mother was more of a bran muffin and granola for breakfast type of person, so getting such a huge breakfast like the one my grandmother would make was a special treat for us.  I haven’t had the pleasure of eating breakfast at Sugar Mamas’ Cafe yet, but I imagine the experience is just as delicious and heart warming as mine growing up.

Sugar Mamas’ Cafe, located at 579 SW 13th Ave & SW Alder, is the creation of two adorable sisters, Michelle and Zelda, who love cooking and the joy that their food brings to their customers. Known for their big breakfasts, Sugar Mamas doesn’t scrimp on size or taste, so bring your appetite.  Breakfast is served all day long with yummy options like the Power Cakes Mama’s Cakes with dried cranberries, coconut, banana & REAL maple syrup; their authentic corned beef hash; biscuits and gravy just like how my grandmother made them; and even a meatloaf breakfast served with hashbrowns and eggs.

But Sugar Mamas isn’t just about breakfast, they also serve lunch and scrumptious baked goods. For lunch try their meatloaf sandwich, tomato soup made from scratch, or a tasty grilled sandwich.  For anytime of day, you must try a German Chocolate Brownie, their famous Carmel Pecan Sticky Buns, and their homemade Snickerdoodles just in time for Christmas!

Sugar Mamas is open Mon-Fri 7am to 3pm and Sat-Sun 8am to 1pm. Want to get them delivered to your home or office? Portland Pedal Power has got you covered, just order here and they will deliver it to you by bike!

Portlanders love to buy their clothes from local designers, are loyal to their favorite neighborhood cafe, and boast about having some of the best wineries in the NW, so why not take it one step further gang and try out some fantastic locally made liquor too!

I am so excited to have discovered Distillery Row.  Situated in SE Portland, Distillery Row is a handful of small distilleries who make handcrafted, locally distilled spirits available for the first time since prohibition. How great is that! There are 5 distilleries on Distillery Row–Deco Distilling, House Spirits, Integrity Spirits, New Deal Distillery, Stone Barn Brandyworks–and they make everything from vodkas and gins, rums and whiskeys, to more specialized spirits such as absinthe, aquavit, and flavored liqueurs.

Deco Distilling, located at 1311 SE 9th Avenue, makes one of my favorite rums of all time the Deco Ginger Rum. It is great with some Cola, Sprite, or some warm cider. All of their rums are made from natural ingredients. The ginger flavored rum in particular has no added sugar, which I love because then you can mix it to your desired taste.

House Spirits, located at 2025 SE 7th Avenue, makes everything from vodka, gin, whiskey and aquavit.  Sporadically House Spirits also releases a small batch of limited-edition spirit in their Apothecary Line available only in their tasting room. Their goal is to pour into every creation the taste and flavor of the Northwest. “We have great respect for our distilling elders and incorporate old world philosophy into our products for the savvy new world palate.”

Integrity Spirits, located at 909 SE Yamhill Street, sells vodka, gin and a specialty absinthe. Their concoctions are more of an art form than a drink, which makes since why their labels are designed with as much care, love and attention as their spirits. I am extremely enticed by their Hazelnut Vodka and 12 Bridges Gin.  The 12 Bridges Gin is aptly named for the number of bridges in Portland, and for the 12 botanicals in its recipe, like Hungarian Juniper Berries, cucumber and peppery ginger.

New Deal Distillery, located at 1311 SE 9th Avenue, is all about vodka. They carry four different styles of vodka, including the award winning Hot Monkey Pepper-Flavored Vodka and the one I am dying to try the Basil-Flavored Vodka. They also make a special brand of organic liqueurs called LOFT Organic Liqueurs. These are made from as-local-as-possible organic fruits and botanicals available.With flavors as diverse as Lavender Cello, Spicy Ginger Cello, and Lemongrass Cello.

Stone Barn Brandyworks, located at 3315 SE 19th, Suite B, produces yummy craft distilled, regional fruit brandies and spirits. Check out just a few of their amazing sounding drinks, like their pear and apple brandy, coffee and quince liqueurs, and an unoaked rye whiskey. I first tried one of their liqueurs at the fabulous Gilt Club and it was absolutely delicious!

I highly recommend you make a visit to Distillery Row.  I just hope Santa is reading this and makes a special delivery to my house this year!

]]> http://blog.forkfly.com/portland/discover-portland-distillery-row/feed/ 0 http://blog.forkfly.com/portland/trendy-tuesday-local-designs-unique-handmade-pieces-at-frock/?utm_source=rss&utm_medium=rss&utm_campaign=trendy-tuesday-local-designs-unique-handmade-pieces-at-frock http://blog.forkfly.com/portland/trendy-tuesday-local-designs-unique-handmade-pieces-at-frock/#comments Tue, 21 Dec 2010 21:49:26 +0000 deanna http://blog.forkfly.com/?p=2550 Mix some vintage styles with some Burning Man inspired fashion and you have Frock–a unique boutique that sells independent designs and small runs of rare, one-of-a-kind pieces, and handmade items. As local as it gets, Frock is committed to the local, living economy with a product mix consisting of 90% locally designed and produced items supplemented with 10% regional, independent, and other goods.

It doesn’t matter your age or sex because Frock has something cool for everyone. They have a plethora of items and it was really hard for me to choose my favorites, but here they are!  For women, I would recommend the Stumptown Tee, Peacock Tank Top, Red Floral Applique Tunic, a belt buckle by Namaste, the bike earrings by Handmade Julz, and the What’s Your Poison necklace.

For kids, I love the Octopus Onesie, the Hotdog Hi Five Tee, and the Cat Eye Sunglasses. How cute are these little models by the way!

For the men out there, check out the Cock Tee, Oregon Undies, Lucha Mask Socks and The Hole In One Sweater Cap.

Frock is located at 1439 NE Alberta St. in Portland, Oregon.  Enjoy your holiday shopping (hint, hint) !