I recently made a post suggesting retailers leverage the consumer's desperate cry for more socially responsible marketing (aka - build some trust back up when consumers have none left). But don't stop there. Why not jump on the "bailout" bandwagon as well. One company put a creative spin on a promotion to give away free pizza for a year. The only problem? They started giving away pizza this week by accident before ever selecting a winner. Opps. This isn't necessarily all bad. They did learn just how quickly their campaign was catching on in the websphere. But I'm betting they didn't have time to do a cost analysis before giving away 11,000+ pizzas. What they could have leveraged is a dynamically generated coupon offer.
Here are just a few quick benefits had this promotion been driven by a dynamic offer:
1.) Identify the geo-graphic areas of the country that are generating the most traffic. Now you've got another re-marketing attribute to leverage for the next campaign.
2.) Identify the time of day the offer was used and now you've got yet another re-marketing attribute for the next campaign.
3.) When the demand for the offer is higher than the expected traffic, you can always switch the consumers who haven't opened the email yet to a different offer. Never too late to switch.
4.) Dynamically generated codes means no one can guess the code and then mass distribute it.
5.) Generate future business by requiring those who received the forwarded offer to sign up first in order to receive a promo code.
And before you know it, that coupon code bailed out your customers and your job!
Here are just a few quick benefits had this promotion been driven by a dynamic offer:
1.) Identify the geo-graphic areas of the country that are generating the most traffic. Now you've got another re-marketing attribute to leverage for the next campaign.
2.) Identify the time of day the offer was used and now you've got yet another re-marketing attribute for the next campaign.
3.) When the demand for the offer is higher than the expected traffic, you can always switch the consumers who haven't opened the email yet to a different offer. Never too late to switch.
4.) Dynamically generated codes means no one can guess the code and then mass distribute it.
5.) Generate future business by requiring those who received the forwarded offer to sign up first in order to receive a promo code.
And before you know it, that coupon code bailed out your customers and your job!
ExactTarget Feed
Powered by Compendium Blogware
Comments for Email Marketing Solution - Retailers Need a Live Offers Bailout!