Activating customers

I sometimes despair at how naive brand managers can be. Here we have a simple promotion designed to stimulate interest and get customers involved. This falls firmly under A for Action in the AIDA process.

With this postcard, Wella customers can win a weekend at a beauty farm or any of 19 other prizes. In return, Wella gets a list of customers actively involved in the brand. When you’re trying to build close customer relationships, a list like that is worth its weight in gold! So isn’t it worth paying a little extra for?

Obviously not at Wella. As with too many promotions in Germany, they expect the customer to pay for the pleasure. With this one, the price of a stamp. Arguably a small price. So why not pay it yourself, Wella? Because your accountants run marketing, not the brand managers?

De-activating customers