I received an email today inviting me to try a new crispy chicken taco via facebook. However, getting the coupon seems to be a little loco (their words, not mine).
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As marketers we advertise to induce change. A change in brand choice. Getting people to rethink their brand selection is about motivating them away from what they do today. Getting them to take a different path — a new path. The question is are we talking to the Elephant or the Rider? An email synched up with the pending storm is clever, stands out, and the coupon is useful for many. Although the email by itself is not a grand strategy, sometimes the little “cool” things stand out, differentiate our brand, and are worth talking about. When I opened an email from Entenmann’s today, I did a double take. I couldn’t believe what I was reading. Entenmann’s had a one day sweepstakes for a $4 coupon. That’s right, a $4 coupon (actually 250 $4 coupons to be exact). To enter you need to register at Entenmann’s 4 You by midnight tonight, Nov 19th. McDonalds is taking on all comers — Starbucks, Dunkin Donuts, Caribou Coffee, Biggby, and don’t forget the Canadian underdog Tim Hortons. And Mickey D’s placed a $100 million down to gain share in the crowded coffee field. Back to School is the second largest retail period of the year. It is also a hectic time. Consumers do not want to be ripped off, and most are looking for deals. Every retailer has a sale, but I think the penny breaks through the clutter. The penny says deal. The fact OfficeMax is consistent in their approach over the past several years bodes well. |
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