We're not seeing contest fatigue, quite the contrary, participation in
promotional offers and giveaways that add real customer value,
especially practical value, are way up.
We ran a program that was the 5th highest trafficked promotional site
in the month of January. It had a planning tool people could actually
use in their everyday lives and a kitchen makeover with over 500,000
entries, extensive on-line chatter and the client's business was up in
a flat category in one of the worse sales periods of the year.
Unpractical prizes and messaging are not resonating right now. If you
win a diamond, what's it really worth when you sell it? How do you sell
it? It's a bit of a hassle. All the more, if you think it through, do
women want a diamond from a deodorant?
Imagine they keep the diamond and have it made into a ring or pendant.
They get a compliment from a friend. "Wow, nice diamond!" They reply,
"Thanks I got it from…"
They either lie about it or they state they're wearing a diamond they
were given from a deodorant to every person who asks them about it.
Both situations are socially awkward, which is completely counter to
Secret's positioning.
Thinking through the intrinsic value you add to the customer's life is
the key to making promotions and social media buzz and chatter work for
your brand.
This is highlighted in our white paper the 9 Step Guide To Social Networking.
payday loans says:
Like your writing! Still you can do some things to improve it.
November 15, 2009 @ 8:09 am