Leveraging the Offer Within

March 3, 2010
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You don’t have to offer everyone the same deal. People are willing to pay more for convenience, choice, or perceived value. Why not offer a little intrigue? Why not leverage mobile? Why not come up with custom offers? Oh, and don’t forget about social media. The point is to make them feel special, treat them like a Maharaja.

A neighborhood golf course puts up a sign on the road each week. They list the weather forecast for each day and have published pricing for all. They take the time to update their web site, update the rates in their pro-shop & their even ad in the local newspaper. Same deal for all – they call it consistency, but I spoke to them about different options for different people. Start by thanking those that have played with a simple email & an opportunity to sign up for the next round with a special discount. People will pay a premium to play in better weather. They also won’t complain if they don’t know what others have paid.

A local pizza shop has started asking people driving by to follow them on Twitter. Nine times a day...



You don’t have to offer everyone the same deal. People are willing to pay more for convenience, choice, or perceived value. Why not offer a little intrigue? Why not leverage mobile? Why not come up with custom offers? Oh, and don’t forget about social media. The point is to make them feel special, treat them like a Maharaja.

A neighborhood golf course puts up a sign on the road each week. They list the weather forecast for each day and have published pricing for all. They take the time to update their web site, update the rates in their pro-shop & their even ad in the local newspaper. Same deal for all – they call it consistency, but I spoke to them about different options for different people. Start by thanking those that have played with a simple email & an opportunity to sign up for the next round with a special discount. People will pay a premium to play in better weather. They also won’t complain if they don’t know what others have paid.

A local pizza shop has started asking people driving by to follow them on Twitter. Nine time a day, they tweet an offer out to those that follow them. The offers vary – some of them just offer a scrumptious meal, some offer a deal, some even are timed offers – ‘if you order in 20 minutes’ you get 2 free toppings!

A sports team engages fans by asking them to text in the answer for a chance to win during the game. The fan is engaged even more when they are asked to choose between offers. What follows is a timed text message, encouraging the recipient to visit a concession stand or a merchant. Oh, and even if you are not at the game – they think of ways to keep you engaged.

The web to many is one offer fits most. Given technology, interactivity, & personal media – why not look for ways to create offers within the ‘envelope?’ More power to you as the consumer feels special and an opportunity for you to test offers, earn more, and stay engaged with your consumers.

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