Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Denny’s Daily Zinger: Vistaprint’s Bait-‘n’-Switch Scheme

June 26, 2014 By Denny Hatch
5
Get the Flash Player to see this rotator.
 
I design my own business cards—and print them on glossy stock.

For months, I watched the Vistaprint TV spot offering 250 Business Cards for $10, with free shipping.

Okay, I thought, I'll try these guys. Two reasons:

  • My time, glossy card stock and toner equals more than $10 for 250 cards.
  • I can do a column on how Vistaprint makes an offer with textbook follow-up that lands repeat customers and lifetime value.

I copied down the Vistaprint Web address and here's what happened:

  1. I came to the Vistaprint landing page offering 15 percent off on custom T-shirts, plus "WEEKLY SPECIALS."
  2. I saw no reference to the TV offer of 250 premium business cards for $10.
  3. I clicked on "Business Cards/Premium Business Cards."
  4. The offer: 250 business cards for $20, with no mention of free shipping.

Where I come from, this is called "bait-'n'-switch."

Takeaways to Consider

  • Maybe this bait-'n'-switch scheme works for Vistaprint.
  • It pissed me off. I will never again trust Vistaprint.
  • If you run an ad anywhere, online, on TV, off-the-page or via direct mail, do not send the prospect to your generic landing page.
  • Set up a satellite landing page that reprises the offer with a warm welcome from the CEO, a photograph and a real signature.
  • Always make it easy-peasy to order.
  • If I were CEO of Vistaprint, I'd send 250 spiffy business cards for $10 and test a surprise welcome gift of a personalized T-shirt. With a personalized thank-you and welcome letter.
Denny Hatch's new book is "Write Everything Right!" Basia Christ writes, "I read the book in two days … I couldn't put it down! It is fun reading filled with resources, anecdotes, and although I have an MBA in marketing, I learned much more from your book than many of my classes." Click here to download (opens as a PDF) and read the first three chapters FREE. The title is also available on Kindle. Reach Denny at dennyhatch@yahoo.com.
 
5

SPONSORED CONTENT

MORE ON COPYWRITING, CREATIVE AND BRAND >>

FROM THE BOOKSTORE

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more! Monthly Giving: The Sleeping Giant

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more!...

ORDER NOW

 

SPONSORED CONTENT

MORE ON DIRECT MAIL, PRINT AND POSTAL >>

FROM THE BOOKSTORE

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more! Monthly Giving: The Sleeping Giant

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more!...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: