Win-Win Marketing
By Andy Wright
Too often, consumers are given a raw deal by brands. Marketing campaigns promise experiences and rewards but don’t always give back as much as they take. The Internet has made it easier for companies to collect valuable data and not give back a valuable experience.
Competitions are devised to collect data and build lists that can be sold time and time again for ‘relevant’ communication that soon leads to consumer regret. Incredibly BAD Brandhabits.
That’s why, when a brand does decide to invest in meaningful services and communication that ARE rewarding and of value – it shines like a diamond in the rough.
Visit Tabbloid (by Hewlett Packard).
I can imagine the brief: With a proliferation of mobile technology, Kindles, RSS readers on mobile phones, emails with ‘only print this email if necessary’, how can we get more people to print?
Luckily the answer wasn’t ‘discount paper and cartridges’. The answer was ‘Let’s provide a service that helps our customers get even more out of something they already enjoy.’ I’m pretty sure I’m not the only one who will find an article / post on the Internet that I want to read and print out for reading on the bus home. (Or I’ll save it in my clippings or on Del.icio.us and forget to come back to it).
Tabbloid lets me input feeds that I subscribe to and then emails them to me to in a newspaper format to print out as a PDF. I can choose whether I wish to receive this daily or weekly and a time that suits me. Like 6pm on a Wednesday as I’m thinking of making my way home.
That’s it! Other brands please note, I’m not asked to:
- Forward this onto 5 other friends
- Tweet how great the product is before I can subscribe
- Sign up to receive email updates about the product, special offers from HP or relevant offers from third parties.
- Download special software that sits on my desktop
I just have to enjoy the service and a feeling that I’m getting a fair trade for the investment of my time. And what will I do? Well, certainly points 1 and 2 above, plus post it on my blog. HP will gain from my increased use of printing, if not now (because our printer at work is a Canon), then in future when I buy my next printer. And I have absolutely no problem with that.
This isn’t rocket science- good Brandhabits usually aren’t.
Brandhabits
