I just received an online offer from DIRECTTV that read:
“You are one of a very small number of DIRECTV subscribers selected to participate in an anonymous survey about media and technology at home. Don’t miss this opportunity to let DIRECTV know what you think. This is an important chance to influence future products and services from DIRECTV.”
I don’t know why DIRECTTV would think I’d find this so compelling that I’d stop my day to fill out a survey. Or, maybe the company’s banking on a lot of unemployed, really bored people. My marketing assessment, however, is that they forgot the golden rule of marketing – the WIIFM – What’s In It For Me, their target audience.
How did they miss so badly?
- Selling me on being part of a small number.
So what? If that’s true, tell me what makes me so special? Make me feel good right now. Otherwise, I’m guessing they say that to all their subscribers.
- Telling me this is my chance to tell someone what I think.
Couldn’t I already do that under the contact info on the website? You could argue that taking the survey is more immediate, but unless I have something burning to say, I have other, more pressing activities.
- Saying I can influence future products.
Perhaps so, but when and how will I know? There’s nothing terribly gratifying in sending information into the ether and never knowing the result. Nor is this something I can use as boasting rights with a friend.
Last and most importantly,
- Forgetting to offer immediate gratification.
As a busy consumer, if I do something for them beyond paying my bill, I want something in return.
Which is why I kept reading for my special offer – the thing that would motivate me to jump through a survey hoop that they said should only take about 10 minutes of my time.
What’s 10 minutes of my time worth to them? At a minimum I’m thinking a free movie download (less than $10), or a $10 dollar rebate on my next bill.
Social media marketers are extremely attuned to giving people something for something. Small players, who have to work harder, frequently offer a free download of insider tips. (This one is played out in my opinion.) Big players like Apple know that getting people to buy apps means letting them sample first. Whether you’re asking someone to read, or sending out a monkey survey, you need to give to get.
In your own marketing, what are you asking an audience to do? What’s in it for them right now? What will you give them to get their input, undivided attention, or attendance?
And because I like to walk my own talk – Here’s my special offer. For the first 100 of you who write in a marketing challenge, I’ll give you 15 minutes of no strings marketing recommendations.
Now that’s gratification.
