Monday
Sep102007
Don’t Make Customers Jump Through Hoops
Remove the obstacles to customer rewards.
by Wizard Associate, Sonya WinterbothamIf I want a circus, I’ll go to the big top… So don’t make me jump through hoops.
Value starts to look less and less like good value when you have to “do” things to reap the rewards… so choose carefully when you’re offering a deal to your customers.
“Say this”, “mention that”, “bring this coupon”… In your mind it’s monitoring your advertising dollar right? Tracking? I’ve heard that more times than I care to remember. The unfortunate reality is… in your customers mind it all just equates to conditions. Conditions make it harder for your customers to score the prize, get the discount and save the money; as a result you’re lessening the value of the deal. Is that fair tracking?
Is it fair to ask your customers to come in and say… “Hey I heard your ad on the radio (customer shuffles feet uncomfortably) So… ummm… Can I have my free drink now?” To be perfectly candid that can’t be disguised as anything but petty, and it does the one thing you should never do… Make your customers feel cheap. Nobody wants to ask… We all just want to receive, because good value is something that’s on offer… and the best value comes with no conditions at all.
Leave the hoops for when the circus comes to town; try using word flags instead… These are a much more fun (not to mention successful) way of integrating a “tracking device” into the minds of customers, and they won’t even know it.
Of course the ultimate way of tracking the effectiveness of your advertising dollar… Is to watch the movement of your bottom line.
Value starts to look less and less like good value when you have to “do” things to reap the rewards… so choose carefully when you’re offering a deal to your customers.
“Say this”, “mention that”, “bring this coupon”… In your mind it’s monitoring your advertising dollar right? Tracking? I’ve heard that more times than I care to remember. The unfortunate reality is… in your customers mind it all just equates to conditions. Conditions make it harder for your customers to score the prize, get the discount and save the money; as a result you’re lessening the value of the deal. Is that fair tracking?
Is it fair to ask your customers to come in and say… “Hey I heard your ad on the radio (customer shuffles feet uncomfortably) So… ummm… Can I have my free drink now?” To be perfectly candid that can’t be disguised as anything but petty, and it does the one thing you should never do… Make your customers feel cheap. Nobody wants to ask… We all just want to receive, because good value is something that’s on offer… and the best value comes with no conditions at all.
Leave the hoops for when the circus comes to town; try using word flags instead… These are a much more fun (not to mention successful) way of integrating a “tracking device” into the minds of customers, and they won’t even know it.
Of course the ultimate way of tracking the effectiveness of your advertising dollar… Is to watch the movement of your bottom line.
Advertising
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