Promo lovers might not be actual brand advocates. People offering free samples at the grocery store are always exhausted because they experience first-hand someone coming up five times in an hour not because they love the brand, rather, they want free food. It takes a toll on brands when they invest time, energy, and rewards to so-perceived “loyalists.”
My advice is there needs to be a check in place before you treat someone as if they are a brand loyalist.
You may not need to go to the extreme of only rewarding those with tattoo’s of your logo, but there needs to be some type of way to decipher between someone signing up for your promo (and it’s their 23rd sign up for a promo today) and someone who truly cares about your brand that they are only signing up for your promo.
You’ve got to see the bigger picture of those who subscribe, retweet, enroll and purchase. Just as it takes a toll on the gal handing out pizza samples at the grocery store, it takes a toll on the brand’s social media presence. Time, energy, and communication gets spent where it doesn’t convert.
Stay Positive & Avoid The White (And The Too Colorful) Noise
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