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The Chaos Theory for the Webmaster and Internet Marketer |
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*This is an independent examination of the idiotic promotion practices of some marketers. Pepsi and Coke are not sponsors or co-sponsors of this examination. Pepsi is a registered trademark of Pepsi Corporation. Coke is a registered trademark of Coca Cola Corporation.
IDIOTIC PROMOTIONAL CAMPAIGNS
I received the following email from a direct email marketing company. This is not the first time I have seen someone use this technique in his or her direct promotion campaign. At first, I had deleted the message for being the spam that it was... Then I realized what a good article this would make. So I dug the message out of my trash folder so that I could share it with you.
SUBJECT: Soda Taste Test
Dear Consumer,
Today, we're gathering opinions and preferences about popular soft drinks. Your feedback will help us determine the people's choice.
SURVEY QUESTION
DOES PEPSIŽ TASTE BETTER THAN COKEŽ?
a. Yes
b. No
THE REAL GOAL EXPLAINED
I understand what they are trying to do. They are trying to generate reader participation within their marketing campaign. And they are trying to do so within the strategy of using a question everyone generally has an opinion about.
A good friend of mine has often told me about his first job as a telemarketing sales representative. It was his words that prompted me to write my article today.
Eighteen years ago at the age of 19, my friend worked for a spell as a telemarketer. It was his first gig as a salesperson and it left a lasting impression with him.
It seems that his boss had read the same book that our direct email marketer had read. It seems both have asked the exact same question, although at different times and within different marketing mediums. Yet, I am sure that the response will be the same.
A HISTORICAL PERSPECTIVE
In 1984, it took less than a week for my friend to see the futility in this approach.
The goal of the Pepsi vs. Coca-Cola question is to create an opportunity for the consumer to interact with the telemarketer or the direct marketer.
This technique was born in the sales teaching manuals that suggest that the salesperson should stive to get the customer to answer three of four questions with a Yes before moving into the sales pitch.
Of course, the basis of the approach is legitimate in that you must
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