One Promotion Does Not Fit All

One-Size-Fits-All Doesn't Apply to MarketingEmail and snail mail promotions are great methods for creating customer loyalty. However, you need to make sure that the information customers include during the sign-up process is accurately addressed in the marketing. There’s no greater feeling than receiving an unexpected coupon or discount on something you want to purchase. It’s a completely different story when the promotion is for something random that doesn’t remotely pique your interest.

Here’s an example of a mail promotion gone wrong: A few weeks ago, I received a pamphlet ad from a loyalty program I belong to at major drug store; the advertisement was primarily for cosmetics and other feminine products that I will never have a use for and it completely alienated me from their program.

For auto dealerships, are you doing this in your service department? For instance, if a customer has just purchased a brand new vehicle and you send them a coupon for a 30,000 or 60,000 mile maintenance service, the chances of that coupon being redeemed are slim to none. Not only are you wasting postage and/or time, but you may be making the customer wonder, “Why did they send this to me?” That customer would probably better appreciate a 10% discount on accessories to personalize their new vehicle.

When creating your marketing campaigns, do you check to make sure customers are receiving a relevant promotion?

What promotions have you created recently that have resulted in high redemption rates and loyal customers?

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