Thoughts From the Coffee Table: I’ve seen examples of marketing brilliance recently. Promotions, commercials and strategies designed to more fully immerse the consumer in a brand experience.
Read the label on this freebie from the Philly Thanksgiving Parade. Clearly designed to increase NEW customers and engage them in an automated process, this is one of the smartest giveaways I have seen.
One of the first lines in Kate Colbert’s new book “Think Like a Marketer” is this: Do everything in service of maintaining a virtuous cycle of creating value for the customer while capturing value for you.
This Dunkin’ Donuts card does just that, while also capitalizing on our love of the free. If you read further between the lines as well, you’ll see that the FREE is a beverage, not a donut, further solidifying this company’s continuing move away from “Just a donut” store to a Dunkin’ mindset.
Business changes. Customers change. Needs and wants change. And the business that adapts while engaging new customers, holding the hearts (and wallet) of current, and goes boldly forth will stand the test of time.