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If You Mess Up, Acknowledge and Try Again
April 20, 2006
We know that every once in a while a company sends out an email with links that have changed, were wrong or did not test it. Now you could just bury your head in the sand and ignore it, hoping that it just goes away. Or you can let them know you made a mistake and take the high road of touching them again with an explaination and an updated creative. Better to have egg on your face and be forthright, than to sit back and let a bad experience occur.
Comments (0) | Posted by dylan at 6:01 AM | Permalink | TrackBack
Diesel Does Consumer Generated Media
April 19, 2006
Leave it a great brand like Diesel to ask the fans to submit works of art that can be used for public display. No, we aren't talking in a gallery, on a bus or on a flyer, we are talking the side of a building in either Milan or Berlin. Does it get any better.
But what I love the most is that they are doing this call for art using the opt in community of brand loyalists and driving it to offline uses. Genius.
Comments (0) | Posted by dylan at 6:02 AM | Permalink | TrackBack
Jack Baurer Knows You - Personally
April 18, 2006
If you have been living in a cave there is a chance that you don't know who Jack Baurer is yet. This does not mean that he does not know who you are....
This campaign is one of the best examples of personalization I have seen in a while. Although simple in execution, it was very well thought out as to how to draw the invidual into the experience.
Try it for yourself. But don't think that Jack now does not know where you live.
Comments (0) | Posted by dylan at 4:54 PM | Permalink | TrackBack
Segmentation paralysis?
April 17, 2006
In this day everybody is telling you to segment, segment, segment. Now I fully support this philosophy, but sometimes companies are too wrapped up in segmentation and creating offers specific for segments, instead of offers that are best for them. Now I recently said that Golfsmith needed to do their segmentation better, but this email below is relevant for their entire audience.
In market research their is a term called "analysis paralysis" meaning you can get so wrapped up in analyzing the data that you have a hard time producing actionable recommendations. Companies can get so wrapped up in segmenting that these "targeted" offerings are thought out too much and may be so specific that without exact proper timing, they can fail miserably.
Comments (0) | Posted by Jeff at 11:02 PM | Permalink | TrackBack
Opt out, Opt in, or Confirmed Opt In
April 4, 2006
Have you weighed the three options? Which give you the best opportunity to market your products and services? One school of thought is that Opt-out and Opt-in produce the highest number of subscibers while Confirmed opt in hampers the subscription process.
But how much do you really consider the value of these individuals, how likely are they to be a valuable subscriber. Valuable subscriber does not just mean purchase, I think there are a few things that really make a subscriber valuable:
1) Likelihood to purchase
2) Take an evangelist role - likelihood to pass your brand on to friends and family
3) Influencer
What are your goals?
Comments (0) | Posted by Jeff at 8:56 PM | Permalink | TrackBack
Using email for targeted offers
April 3, 2006
So I have been on Golfsmith's list for a little over a month now. For those of you that don’t know, Golfsmith is an retail company focusing on golf and tennis equipment. I receive about 2 emails per week, which is okay especially since the golf season just kicked into gear the other week, but really, I think it is time to start segmenting your list.
I think they missed the boat on this one for two big reasons:
1) I am a 29 year old male that has played golf since I was 5
2) I can understand if they used this offer to focus on my spouse, but they do did not even ask me if I was married or if my wife played golf.
If you are going to promote offers focusing on a sub-segment of your subscriber base, it is important to look at user data and be sure you are sending offers that speak to your subscriber base. We all know that you only have a short period of time to make the right impression on your prospects, make sure that those impressions count, segment offers targeted at women to women.
Now I might be a little different from other subscribers, but I am amazed they did not ask me my handicap, how often I play, etc. Imagine the marketing power of just those two questions can target very specific offers. Let's assume I am a 7 handicap and play 2 times per week.
That means I need golf balls on a regular basis. how about offers for Titleist Pro V1 balls on a monthly basis in addition to any other items you think are interesting instead of an offer on women’s apparel.
Comments (0) | Posted by Jeff at 8:29 PM | Permalink | TrackBack
