- Tech & Gadgets
- BRW. lounge
Published 13 July 2012 11:54, Updated 18 July 2012 05:49
Ben Mulcahy’s competitors think he’s too late to the online deal party. But the managing director of Pink Media Group is not deterred.
In announcing his new deal website, Pink Rewards, which opens for business today and is targeted at the gay and lesbian community, he shrugs off comments made in a recent BRW article on the future of group buying. Among others, Catch of the Day group chief executive Paul Reining called niche sites “irrelevant”.
“They’re saying the market is full,” Mulcahy says. “They’re wrong. I think there’s a big opportunity. As a gay man looking at Groupon or Scoopon or any of those current sites, most of their products are not directed at me, they’re not directed at our lifestyle. They’re not communicating at all with 10 per cent of the population.”
Mulcahy is encouraged by comments from Telsyte senior research manager Sam Yip, who reckons niche sites that bolt onto existing databases or partnerships will have a chance. Pink Media Group sells advertising for a large swath of media outlets and can use these relationships to promote deals. “We already have the readers,” he says.
Brands will be able to list deals for free but will be encouraged to promote them through paid advertising campaigns. Mulcahy is also shunning the daily email. “That’s just annoying,” he says. “There’s too many of them already.”
Mulcahy plans to offer further segmentation and rewards.