Making a Strategic ‘Offer’ to Ignite Direct Marketing Results

“We could also consider making recipients answer a short survey before redeeming their tarch offer,” Lucy added. “This could help us uncover valuable buying information that we can use in future communications.”

“Or sales calls!” Zoot said excitedly.

“I’m on board,” Org declared. “Clearly this program can drive FEI brand awareness and further the sales of our other products.”

“Next week, we’ll talk about the final component of the 40/40/20 rule—the design,” Marka revealed.

Today’s FIRE! Point
When creating your offer, consider giving away free or inexpensive versions of one of your lowest-selling products. As long as the product’s perceived and redeemed values are high, the offer will help forge future business opportunities with recipients. In addition, you can use the offer redemption process as a chance for another brand touch.

FIRE! in Action
Text Message Campaign with Compelling Offer Generates Big Responses for Sonic

The drive-in restaurant chain targeted 1,000 customers with text messages offering discounts, promotional giveaways and chances to win free meals for a year. The promotion garnered a response rate 20 times higher than previous e-mail and direct mail efforts.

Next week: Discussion of the 40/40/20 Rule concludes with suggested best practices for the design component.