Revise Your Need to Incentivise
By Sarah Ripley, Wizard of Ads Partner
It’s the oldest trick in the book… which many businesses have used in an attempt to attract new customers into the market, or poach existing from competitors. Incentive schemes.
It also seems to be the ‘go-to’ marketing option when money is tight and things are getting a little desperate so you want some kind of insurance of an activity that will work. It’s like asking the plain Jane girl at school to the dance as a back-up, just in case the hot popular girl turns you down…
Only pay another $1 to upgrade to a larger size, 10% off your first ten visits when you join today, free night’s stay with every booking, 0.9% interest on balances you transfer from other credit cards….
We are exposed to hundreds of incentive-type schemes every day from businesses trying to vie for our attention through numerous offers that are seemingly ludicrous for us as consumers to pass up. But what kind of customers are these incentives attracting and will these customers be fruitful long-term for the business?
There are two general types of customers – transactional and relational.
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