Industry Eye: Furthermore - Marketing & Mobile Minute
- Encourages people to buy more faster, contains a reply-by date and a minimum order size.
- Is exclusively a product of yours or a gift with your logo and URL screened on to make it yours.
- Accomplishes what you want it to: If you're looking to get lots of traffic, try a more general offer or a sweeps. If you want to pare it down, information-oriented offers, such as a book or a whitepaper, can work well.
- Is easy to fulfill. Online coupons and gift cards that can be "delivered" via an e-mail are great — no postage, no breakage.
- Might be a "hot potato," such as a coupon for your store, Web site or catalog. It could be a gift like a free T-shirt (Talbots used this successfully for years to generate retail traffic) or dollars off on a purchase. The "use by" date gets consumers moving if they want to enjoy your offer.
If you've tried an offer before and it didn't work, it just means you didn't figure out what works. Check it against this list, and try again. —Carol Worthington-Levy, partner, creative services, Lenser (carol.worthington-levy@lenser.com).Q&A with Strand bookstore's Eddie Sutton
The Strand Bookstore in New York City has long been known for its giant collection of publishers' overstock, used, rare and out-of-print books.
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