Promotion

    Like, like….like

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    I went to a PSFK Conference a number of years ago and posted “Sort of” is the new “um.”  Well, I’m here to update you — “like” is the new “um.”  For 5 years it has been a nervous word kids and Millennials use to fill in their sentences.  But now the word is taking on more meaning, or lack thereof, thanks to Facebook’s use of “like” as a ranking system. 

    When a teen or tween tells a friend the gut-wrenching “I like Mary” it’s very different than the like-gating or liking that’s going on when marketers are cheesing consumers into pressing the like button.  Don’t native Inuits have nine different words for snow?

    One used to rank online affinity by counting web traffic.  If a site had lots of traffic, it was a well-appreciated site. Web Trends followed that traffic to see what people really landed on and it informed marketers. But then SEO jockeys started cheesing the system and traffic became less relevant. Enter the “like” button. But now even liking isn’t always liking. Google likes liking and calls it +ing (plusing).  

    A number of Facebook and Google Plus cottage industries are emerging and helping marketers game the system.  It’s a huge business.  But only about 10% of them really know what they are doing. And that 10% get what corporate CEOs and CFOs get — tie likes to new and recurring sales and you have a touchdown. Otherwise, those likes are flatter than a non-redeemed coupon.  And how would Mary feel about that?  Peace!

    Promotion and the Human Algorithm.

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    The problem with appointment promotions is they don’t really build customer loyalty. When Starbucks tells you to come to the store on Thursday between 12 and 2 P.M. for a free apple fritter and they publicize it in a big newspaper ad, you have to make an appointment to go.  They’re trying to generate traffic. If you must buy a new cup of something in order to get the free fritter, it’s about product trial.  It’s not really a loyalty play because everybody can participate.  Unexpected promotions are much better for loyalty building. 

    Unexpected promotions are much better, also, because they’re more social. With an unannounced promotion, especially one of the free variety, there is a wonderful surprise and feeling of serendipity. With mobile phones what they are today and our “always on” culture, free can go viral fast.  And those virused are usually best friends or most appropriate friends. 

    Let’s say I go into Starbucks to order coffee and get a blueberry fritter, not my usual apple fritter. As I’m waiting online I might tweet or 4square it.  Or, text my commuting office mate.  Why would I do that?  Because I’ve been hit with a pleasant random act of kindness and I can pass it on. I’ve been recruited to be a good guy.  And Starbucks has enlisted me to curate their promotion.  I mete it out based upon who I think will enjoy it.  The human algorithm.  And, by letting “the people” promote your promotion, you can spend more money on the giveaway itself and less on advertising. Try it you’ll like it. Peace.