Really?! You tell me I instantly won a fabulous prize and then you give me a $10 coupon off my next purchase?! Coupons are NOT prizes!
As a marketer I think offering entrants a coupon at the end of an unsuccessful instant win entry, or via email after any standard online form entry is a great marketing idea. It encourages the entrant to try your product or service at a discount.
Why some marketers think giving me coupon as a prize is a good thing, I will never know. It’s obvious that it’s a terrible idea. It doesn’t follow The Golden Rule: “Do unto others as you would have others do unto you.”, and remember Maya Angelou’s famous quote: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Why don’t they put themselves in the entrant’s place? How would they feel if they ‘won’ a coupon or discount? I know I feel annoyed. Do you think any brand wants to be associated with annoyance in the consumer’s mind? How likely am I to buy their product or use their service if my first response to them is unpleasant? They may have the best product in the world, but I will probably buy from their competitor. I also feel if they can’t run a promotion well, I wonder: How well are they choosing their other suppliers? If they can’t chose a a great agency to run their marketing promotions, what else are they making poor decisions on?
What do you think when you ‘win’ a coupon or discount? More importantly, how do you feel??
Carolyn Wilman (aka @ContestQueen) is a Digital Marketing Strategist and Sweepstakes Specialist. Carolyn teaches others how to Find, Organize, Enter and Win giveaways along with working with companies to create, and viral market, winning promotions maximizing ROI and loyal customers.