Think Customers: The 1to1 Blog

“From a marketing perspective, it’s about providing the site with more of a personality, someone who speaks to the site from their own experience as someone who uses the site,” Weitzman says. “What we found so appealing about Kim is what she’s done with mommysavers.com, which was to interact with others and essentially create a community. She’s warm, sincere, and truly passionate about her subject matter; her personality embodies what we want to say at Coupons.com.”

The idea goes well beyond simply slapping a face on the site, Weitzman notes. “We represent a vast number of companies across a lot of categories, many of whom have spent decades or even hundreds of years on their brands,” he says. “As such, we have to be very careful to feel as passionate about their brands as they are.” Weitzman says the company is running 1,200 to 1,400 live coupons at any given time, with an estimated 6 million unique visitors per month.

Having met with Coupons.com’s sales and marketing staff and giving insight into the types of mommies who are likely to visit the site, Danger will now be posting articles at Coupons.com to not only extend her own brand, but also to give Coupons.com more of a personality beyond a coupons warehouse.

With the Danger relationship still in its infancy, so to speak, Coupons.com is still developing the means of measuring her impact on its business, though Weitzman hints that further outside experts could eventually be added. For now, he says, “We still have a lot of work to do with Kim.”