Make Me an Offer — But Set My Expectations
My first reaction was that somebody at Travelocity had screwed up. Surely any email offer was going to last more than a day or two.
First, I found the original email offer in my deleted folder and it told me the offer expired on September 7. But instead of telling me I only had a few days or 72 hours, the email just gave me a calendar date — which, at the time, seemed like the distant future.
The September 6 email also noted that the offer expired on September 7 … but it should have said “24 hours” which would have given it the sense of urgency it deserved.
Instead, this Travelocity customer had a negative experience with the brand — and all over a potential 10 percent savings.
The point is, it’s critical that you think carefully about your offers, their activation windows and how you position it in your communication. Travelocity could have created a lot more interest and excitement if their original subject line had said “72 hour sale” in it … and their follow up email had “Final 24 hours of our sale.”
Motivating your target to act is one of the many challenges facing marketers today, so if you’re going to include an offer, make sure you give it the urgency it deserves.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.