A Perilous Pitfall of Promotion
2 May 2010
I found myself dumbfounded today.
A brilliant young woman I’ve had the privilege of getting to know through a volunteer organization, a woman I respect and one I’d hire in a heartbeat, given the right opportunity alignment, posted a status update on Facebook that knocked my socks off. This woman works in a marketing capacity. I believe she has a marketing degree. Yet, she thought it was “bull” that she couldn’t take advantage of a Mother’s Day promotion, even though she is not herself a mother.
I read her status update five times before I commented. I tried to point out, gently, that as long as the company sponsoring the promo has clear definitions. on eligibility, and terms and conditions of the promotion that are enforced fairly, she just isn’t eligible.
That’s just the way it is.
While I believe my answer was both accurate and appropriate, it wasn’t satisfying.
I felt it was missing something.
And I think the something may be this:
Every promotion that reaches out to one specific customer segment, runs the risk of alienating a different customer segment.
I was on the flip side of this equation a few years back.
Spending way too much of my disposable income at one major retailer, they had mailed out a special “two day” offer, letting me receive an additional 30 – 50% discount off ANYTHING in the store (exceptions noted) during this time frame.
I would have loved to go on a shopping spree, but found myself scheduled to be out of town those two special days.
I went to the local retail outlet and talked with the store manager, pointing out how much I would likely spend, if they’d just allow me to use the coupon on a different two day period.
You guessed it. I got nowhere. Her hands were tied. The rules and regulations were clear – it was a quarter-end traffic generating special. I’d just have to miss it.
I wasn’t happy. I’ve probably shopped there significantly less since this experience. But I understood the rules and they couldn’t change the rules for me.
So fellow marketers – what’s the answer?
I suspect that all the energy that goes into establishing a promo offer is rarely buffered with the “who are we going to alienate” discussion.
But after today’s incident, reminding me of my personal experience, it’s going to become a documented part of our promotion development going forward.
Would appreciate learning how other marketers have dealt with this.
Thanks!
Jane Rodmyre Payfer, Chief Marketing Officer, Ergotron
