First cab off the rank is this little puppy from Coca-Cola - who confusingly disribute Nestea for Nestle. So, the promotion is still being showcased in our local Woolworths one week after the promotion has closed.This is probably at the lower end of our industry. Buy Nestea and get a guaranteed $50 off your next holiday.
There are a few conditions. Well if truth be told there are lots of conditions. This is obviously too good to be true and so will not be believed by a wise old owl like myself.
It's Indian Giving. That's what it is. To redeem I have to go to some obscure website desperate for traffic to get my $50 off. I am only allowed to use 1 voucher per booking etc etc.
To me it doesnt feel on-brand and doesnt seem to be shopper or consumer centric. There is a global financial crisis on at the moment and this doesnt really send out the vibe that Coca-Cola or indeed my local Woolworths understands what empathy means. A holiday is the last thing on my mind. Come on you brilliant folk at Coke - give the shopper some hope, spread the love and give us something we want and can get without having to be a member of Mensa.
And so ends Promo Review 01. Be ready for the rather more punchy titled next episode in a week.
2 comments:
Like the segment, Mark. Keep 'em coming.
I agree with the on-brand comments and thoughts behind the offer. The empathy angle could work if it was the trip that was the offer...not the $50. Which, by the way, the $50 may only cover all of the on-line fees you incur in booking the gig!
$50...what is the real goal behind this. Maybe, as you suggested it is a quick way to lure people in with a free $50 spot and get their data for future promo pulls. But it really doesn't do much for the brand at all.
What do you think about the holiday give away? In this "economic climate" is it OK to give away a holiday...that the "winner" will have to spend money on while on the holiday? Do you think rewards (holidays) are a better promotion than "relief" (gas cards, grocery vouchers, etc.)?
Thanks Judd. These activities often fall into the bucket that no one wants to own or even touch. So many of these are pulled together at the last minute by sales guys in a panic and the marketing team have a 'that'll do' approach.
I do think holidays work but not when the consumer has to foot unforeseen expenses. They work as a nice creative hook and give us some nice cues for visibility. If you support them with a nice frequency prize then all is good.
I am still a big fan of slipping the consumer some money to help them with their household expenses but also agree that any brand can do that.
And there lies our challenge - how to give consumers what they want in a relevant and branded way.
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