Greg Yardley on Meetup's New Fee

It looks like I've overlooked the most obvious monetization method for meetup. Greg Yardley writes:

This is going to cause them to quickly shed users, which in turn is going to kill the real opportunity they have to make money - permission marketing based on group membership and interests. Surely knowledge of the meetings I attend and groups I’m interested in can be used to send me advertising I actually want to receive. We shall see, I suppose, but I suspect that Meetup’s just handed a huge opportunity to competing services.

I'd bet that Greg is right about how users will be looking for other services. I bet they'd lose some people too, if they started email marketing or other less popular advertising methods. I think they could have been pretty creative with advertising, without destroying their credibility with the anti-advertising crowd, though. For example, hooking up with bzzagent and sending out product samples, might have been a good way to raise money from product marketing and consumer feedback.

Comments

[scott heiferman]

hmmm... we'd rather focus on the people than have to spend all our time kissing up to advertiers & marketers.

[peter caputa]

"Kissing up". Interesting way of putting it. We're obviously from two different camps, here. The way I see it, serving the business community through advertising in ways that respect the rest of the community, is paramount to the growth of the community, as a whole.

I may be a bit senstitive to this, as I just attended a meeting of cultural leaders and listened to people complain about how businesses don't support the arts. But, I think the web and f2f events represent a huge opportunity to enable community and economic growth at the same time. Meetup could be a catalyst for that.

I respect the decision you've made, Scott. I am sure meetup will continue to be successful. I wouldn't advise anyone to build a product that is free to consumers and based on advertising alone. And given the amazing things meetup has going for it, I'd say you made the right decision.

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