What a Deal

A small cataloger offered a great deal – a 30% off coupon with only 150 available. They casually mentioned the offer on their lifestyle blog and noted that the offer was going fast; they then emailed the offer to their prospect file, the first 150 people to call their call center with the special code got the discount, the rest were offered 15%.

The rules were simple – the program was first launched with great secrecy. It was to be an exclusive event for friends of friends only; the blog leaked the offer. To redeem, users were to fill out an online form with their preferences.

The impact of this offer on their list size was quite dramatic; they received over 2000 new names with targeted preferences. They also got a lot of inquiries from others asking about the program. Based on interest, they posted their next offer on their site – Some of you recently redeemed a coupon for substantial savings. We will be doing this more often, offering special discounts on specific items of interest to you. To take part, fill out your preferences and you’ll be the first to know.

This advertising garnered over 6,000 new names along with a massive drive to collect customer preferences. The results continue today, they now enjoy a list that is focused, significant word of mouth and a marketing team that has polished their process of delivering offers for their file.