Yesterday afternoon, I tuned into a webinar sponsored by Marketing Experiments. Tagged Rapidly Maximizing Conversion: How one company quickly achieved a 53.9% lift with a radical redesign, the webinar was hosted by MECLABS Managing Director Flint McGlaughlin.
The basic message was this: When attempting to achieve a web page response lift, do not test individual components of the landing page. Rather, go for a radical redesign of the whole web page.
Why? Because testing one variable at a time is very very slow. For example, an average web page redesign experiment might test the headline, color, call to action, three dimensionality, video, copy, etc.
Instead, begin with a radical redesign and work backwards to achieve the necessary fast conversion improvement that marketers are looking for.
How do you know whether or not you need a radical redesign?
First, Evaluate your results to date to identify any of the following failures:
1. Your website is significantly under-performing.
2. You are experiencing unimpressive test results.
3. You have trouble getting a valid test.
4. The market you are appealing to has shifted in macro or micro directions.
Second, review your conversion index and customer profile analyses to determine specific structural [categorical] problems. [More about "categorical problems" in item #2, below].
The Six Key Principles
Based on a variety of independent theories -- decision theory and game theory, for example -- radical redesign urges marketers and web page designers to adopt six key principles.
1. Understand how to utilize radical redesigns to determine your optimum page "category."
a. A radical redesign is one in which the experimental approach is "categorically" different from the control.
b. Various perceived problems in the page design -- for example, weak headline, jumbled layout, ineffective call-to-action, a value proposition buried in links, poor thought sequence, poorly performing form field, too many or too few graphics, questionable perceived value, multiple steps to get to the buy process, etc. -- will all be changed and tested in one move.
c. From the point of radical improvement, then you can go back and look at individual variables.
2. Radical Redesign is aimed at determining our "best page" category. This is accomplished by taking into account structural elements inherent in a given communication archetype (for example, long copy vs. short copy, graphics heavy versus copy heavy, etc.)
Through radical redesign, you learn as soon as possible everything about how to get a lift. You are able to test such structural website attributes as image-heavy structure v. text heavy design; sales tone emphasis v. to academic tone; a 3-column layout v. a 1-column layout; structure that shifts from process value to product value, etc..
3. Use Radical Redesign to get to single-factor testing.
First, figure the structural communication categories [see#2 above], then move to such single-factor testing as an a/b split.
3. Hypothesize solutions.
• How might it work to simplify the multiple steps in the buy process?
• Suppose you eliminated as many cart steps as possible?
• What would be the effect of replacing a single call-to-action with radio buttons aimed at product selection?
• How might change copy to clarify and highlight the underlying value proposition.
4. Design alternative treatments.
Test as many treatments as your traffic will allow, then test the differential between the control and the treatments.
5. Analyze and interpret test results.
Look for enough actions and enough variants to allow for statistical significance and be sure to run tests full cycle. Don't assume anything too early in the testing cycle.
At this point, the learning begins. Now you must convert how much and how many into why and what can I learn about my customer? for example:
a. Is my customer's motivation sufficient to maintain momentum through longer cart processes?
b. Is the customer confused by multiple calls to action?
c. Is the customer ready to click the call-to-action button only when they have read and understood the value of the product?
6. Plan iterative tests.
a. Once you've tested into the correct category you can challenge the control enough to generate a significant difference. The objective now is to test the highest performing variables and increase channel specificity.
-- scrubbed by MarketingBrillo
Thursday, January 12, 2012
Friday, January 6, 2012
Why Use ONE Video When 22 Will Do?
My December 12 blog post was titled "2012 Is [Definitely] the Year of Video. If a promotion I recieved from Borrell Associates on Wednesday is any indication, I may have underestimated video's impact this year.
Borrell Associates took video marketing to a new level in promoting a line-up of 22 conference speakers via video!
On March 21-22, the Local Online Advertising Conference in New York City will feature a host of industry stars. The promotional landing page for this event gives us a few minutes with all of them.
Check it out here.
Nice!
-- scrubbed by MarketingBrillo
Borrell Associates took video marketing to a new level in promoting a line-up of 22 conference speakers via video!
On March 21-22, the Local Online Advertising Conference in New York City will feature a host of industry stars. The promotional landing page for this event gives us a few minutes with all of them.
Check it out here.
Nice!
-- scrubbed by MarketingBrillo
Wednesday, January 4, 2012
The Marketers' Best of 2011
Allow me to throw my “Best” hat into the ring. Here is a list of marketing developments that hit top grade in 2011.
1. Best marketing ebook: Newsjacking. This little gem by David Meerman Scott underscores what savvy PR folks have always known: for expansive media interest, tie your own stories to major news events. Scott tells us how.
2. Best marketing concept: content marketing. The wisdom of using information to influence consumer attitudes and purchasing came on strong in 2011. This not-new practice got a catchy new name -- content marketing -- and attracted conferences, seminars, books, and other how-to paraphenalia. Best advice? Get a writer.
3. Best emerging communications tool: the infographic. USAToday popularized the modern-day information graphic when it featured small, color-rich, quick-look graphics on its front page. Click-hungry marketers took the option to a new level in 2011, scrambling to develop content-rich infographics that could go viral and drive consumers to websites.
4. Best marketing channel: video. Video is nothing new, obviously, but in 2011 the masses jumped in to create millions of simple little videos that sell everything from “how-to” to “why not?” In 2012, no smart marketer will leave a website without video.
5. Best direct marketing innovation: pURLs. Personalized landing pages came on strong in 2011. Associated with the massive increase in digital marketing of all kinds (email, in particular), well-designed, content-specific, response-targeted pURLs became the must-have element in every sophisticated marketing campaign.
6. Best prediction: the rise of mobile. All the experts said 2011 would be the “year of mobile.” They were right. “App” became a common term and mobile devices – from smart phones to smart tablets – now rule consumer and B2B communications alike.
7. Best direct marketing innovation that didn’t catch on (yet): QR codes. Marketers love "quick response" [QR] codes, but as AdAgeDigital recently observed, so far consumers aren’t much interested. The codes are too confusing, too many apps have spoiled the broth, and irrelevant code spamming has turned off would-be users. Expect better response in 2012.
8. Best unpredicted marketing powerhouse: coupons. Who knew that 2011 would be the year of coupons? Direct mail couponing flourished when online mega coupon pushers like Groupon and Specialicious made coupons awesome all over again.
9. Best potential technology: location based marketing. This technology may hold the most promise for retailers, but marketers' ability to grab people where they stand is certain to grow in 2012. Consider the 13 possibilities in this article from Mashable.
10. Best “the time has come” technology: cloud computing. With booming sales of low-storage-capacity, but easy-to-cart mobile devices, the demand for creating and storing information “in the cloud” will explode in 2012. Millions of new consumers armed with more affordable smart tablets [see #11 below] will get familiar – and comfortable – with cloud computing.
11. Best new product: Kindle Fire. And, yes, this does belong on a “best of marketing” list because – at $199 – this little tablet is on fire. Some people are calling it the iPad killer. That’s not precisely true, since there will always be snob-appeal marketing for the expensive version of anything. In terms of mass use, though, the Kindle Fire does everything needed. Meanwhile, Forbes has an interesting take on where tablet explosions might take marketing. In “Advertising as an App,” contributor Roland Deal writes,” What if you approached the development of your marketing/advertising campaigns as you would in developing an app?”
What if, indeed …
-- scrubbed by MarketingBrillo
1. Best marketing ebook: Newsjacking. This little gem by David Meerman Scott underscores what savvy PR folks have always known: for expansive media interest, tie your own stories to major news events. Scott tells us how.
2. Best marketing concept: content marketing. The wisdom of using information to influence consumer attitudes and purchasing came on strong in 2011. This not-new practice got a catchy new name -- content marketing -- and attracted conferences, seminars, books, and other how-to paraphenalia. Best advice? Get a writer.
3. Best emerging communications tool: the infographic. USAToday popularized the modern-day information graphic when it featured small, color-rich, quick-look graphics on its front page. Click-hungry marketers took the option to a new level in 2011, scrambling to develop content-rich infographics that could go viral and drive consumers to websites.
4. Best marketing channel: video. Video is nothing new, obviously, but in 2011 the masses jumped in to create millions of simple little videos that sell everything from “how-to” to “why not?” In 2012, no smart marketer will leave a website without video.
5. Best direct marketing innovation: pURLs. Personalized landing pages came on strong in 2011. Associated with the massive increase in digital marketing of all kinds (email, in particular), well-designed, content-specific, response-targeted pURLs became the must-have element in every sophisticated marketing campaign.
6. Best prediction: the rise of mobile. All the experts said 2011 would be the “year of mobile.” They were right. “App” became a common term and mobile devices – from smart phones to smart tablets – now rule consumer and B2B communications alike.
7. Best direct marketing innovation that didn’t catch on (yet): QR codes. Marketers love "quick response" [QR] codes, but as AdAgeDigital recently observed, so far consumers aren’t much interested. The codes are too confusing, too many apps have spoiled the broth, and irrelevant code spamming has turned off would-be users. Expect better response in 2012.
8. Best unpredicted marketing powerhouse: coupons. Who knew that 2011 would be the year of coupons? Direct mail couponing flourished when online mega coupon pushers like Groupon and Specialicious made coupons awesome all over again.
9. Best potential technology: location based marketing. This technology may hold the most promise for retailers, but marketers' ability to grab people where they stand is certain to grow in 2012. Consider the 13 possibilities in this article from Mashable.
10. Best “the time has come” technology: cloud computing. With booming sales of low-storage-capacity, but easy-to-cart mobile devices, the demand for creating and storing information “in the cloud” will explode in 2012. Millions of new consumers armed with more affordable smart tablets [see #11 below] will get familiar – and comfortable – with cloud computing.
11. Best new product: Kindle Fire. And, yes, this does belong on a “best of marketing” list because – at $199 – this little tablet is on fire. Some people are calling it the iPad killer. That’s not precisely true, since there will always be snob-appeal marketing for the expensive version of anything. In terms of mass use, though, the Kindle Fire does everything needed. Meanwhile, Forbes has an interesting take on where tablet explosions might take marketing. In “Advertising as an App,” contributor Roland Deal writes,” What if you approached the development of your marketing/advertising campaigns as you would in developing an app?”
What if, indeed …
-- scrubbed by MarketingBrillo
Friday, December 30, 2011
The Happiest New Year Thought -- Ordinary People Have Power
Ian and Meg Lawton followed me on Twitter this morning. Since I am one of 29,381 people the Lawtons are following, I assumed they were Internet Marketing folks, eager to sell me something. Moreover, I was a bit turned off by their hokey Twitter handle (@seeds4couples). I almost didn't follow back, but then I thought, "What the heck? I'll have a look."
So, I went to soulseeds.com to see what these two were about.
The website had some pleasant bird tweets playing in the background and the colors were earthy and peaceful. Words like "greenhouse," "grass roots," and "community garden" appealed to me. A lot of the message addressed "the power of positive thought," not a new concept by any stretch, but always useful.
Visiting the Lawtons, I had a little revelation. How powerful the Internet is!
(Okay, duh. And, yes, I *do* feel a little like Ben Stiller in Meet the Parents saying, "Oh, Dear God, you are such a good God."). Nevertheless ...
Folks like Ian and Meg Lawton are doing their part to spread good will.
That's pretty awesome when you think about it. Similar messages come from thousands of videos, blogs, and sites developed by ordinary people who yearn to make a difference. Even a curmudgeon can get in tune with that simple notion, since, if anything can save this fair earth, ordinary people would be it. Transformation happens one at a time and, just like Ian and Meg, we've all got a shot at it.
Happy New Year!
So, I went to soulseeds.com to see what these two were about.
The website had some pleasant bird tweets playing in the background and the colors were earthy and peaceful. Words like "greenhouse," "grass roots," and "community garden" appealed to me. A lot of the message addressed "the power of positive thought," not a new concept by any stretch, but always useful.
Visiting the Lawtons, I had a little revelation. How powerful the Internet is!(Okay, duh. And, yes, I *do* feel a little like Ben Stiller in Meet the Parents saying, "Oh, Dear God, you are such a good God."). Nevertheless ...
Folks like Ian and Meg Lawton are doing their part to spread good will.
That's pretty awesome when you think about it. Similar messages come from thousands of videos, blogs, and sites developed by ordinary people who yearn to make a difference. Even a curmudgeon can get in tune with that simple notion, since, if anything can save this fair earth, ordinary people would be it. Transformation happens one at a time and, just like Ian and Meg, we've all got a shot at it.
Happy New Year!
Monday, December 12, 2011
2012 Is [Definitely] the Year of Video
It’s all over the Internet, stuffed into every eNewsletter, offered up on any website that works, glowing LED at every click. It’s marketing VIDEO. By the end of 2012, we’re going to be seeing so much of it people will begin to ask [all over again] whether “this is the death of print.”
Examples? How about the following three videos, all of which landed on my desk in a single morning (December 1).
Square2Marketing has its “Video Marketing Minute.”
Direct Marketing IQ [Target Marketing Group] has DMIQTV.
Production Solutions features Package Formats that will get your attention.
None of these videos are fancy-schmancy. They feature real people talking about -- and demonstrating -- marketing expertise. The films are short, sweet, and targeted.
There’s plenty more where this came from, so if video isn’t on your 2012 calendar (yet), you still have two weeks to put it there. Happy New Year!
p.s. In its Who's Mailing What archive report, DirectMarketingIQ.com reported a big crash (33% decline) in B2B direct mail in 2011. Please note that all of the above videos are B2B efforts.
p.s.s. When this post appeared on The Digital Nirvana blog to which I contribute, one commenter defended direct mail's role in acquisition marketing and wrongly assumed I was echoing the oft-repeated "direct mail is dead" mantra. Not so. Direct mail remains an effective — even essential — part of acquisition marketing. DMIQ’s “Who’s Mailing What” analysis led to their conclusion that B2B marketers had been doing far less direct mail in the first six months of 2011, compared to 2010. Meanwhile, I, too, have seen an explosion of B2B marketing video, not necessarily for acquisition, but certainly as a substitute for textual "content marketing." I stand by the prediction that 2012 will be the year video becomes commonplace on websites, in emails, in eNewletters, and in landing pages. A case in point? HubSpot's brilliant use of a "What is HubSpot" video on its download landing page for a free eBook.
--scrubbed by MarketingBrillo
Examples? How about the following three videos, all of which landed on my desk in a single morning (December 1).
Square2Marketing has its “Video Marketing Minute.”
Direct Marketing IQ [Target Marketing Group] has DMIQTV.
Production Solutions features Package Formats that will get your attention.
None of these videos are fancy-schmancy. They feature real people talking about -- and demonstrating -- marketing expertise. The films are short, sweet, and targeted.
There’s plenty more where this came from, so if video isn’t on your 2012 calendar (yet), you still have two weeks to put it there. Happy New Year!
p.s. In its Who's Mailing What archive report, DirectMarketingIQ.com reported a big crash (33% decline) in B2B direct mail in 2011. Please note that all of the above videos are B2B efforts.
p.s.s. When this post appeared on The Digital Nirvana blog to which I contribute, one commenter defended direct mail's role in acquisition marketing and wrongly assumed I was echoing the oft-repeated "direct mail is dead" mantra. Not so. Direct mail remains an effective — even essential — part of acquisition marketing. DMIQ’s “Who’s Mailing What” analysis led to their conclusion that B2B marketers had been doing far less direct mail in the first six months of 2011, compared to 2010. Meanwhile, I, too, have seen an explosion of B2B marketing video, not necessarily for acquisition, but certainly as a substitute for textual "content marketing." I stand by the prediction that 2012 will be the year video becomes commonplace on websites, in emails, in eNewletters, and in landing pages. A case in point? HubSpot's brilliant use of a "What is HubSpot" video on its download landing page for a free eBook.
--scrubbed by MarketingBrillo
Friday, December 9, 2011
Why Email Propecting Is So Effective (When Done Right)
I just watched Ed Gandia's three videos on "warm prospecting." Ed is the founder of the International Freelancer's Academy, but the advice he offers here is terrific for anyone looking for business: PR professionals, direct marketers, and sales professionals can all use these tips.
Ed's three videos are each 15 to 20 minutes and packed with information. Sign up here and watch them if you have time, but the videos will be taken down on December 11. (Note: Ed includes a full transcript of each video, so you can download those pdfs if you can't listen today).
If you're in a hurry for quick information, here are my notes.
Why Is Email Propecting So Effective (When Done Right)?
1. Less intrusive and more convenient than cold calling.
2. Better than phone messages, which can't be scanned quickly.
3. Prospects are far more responsive to a well delivered email.
4. With cold-calling, you get 3 to 5 seconds; email gives you 20 seconds.
5. It's easier to digest a marketing message in writing.
6. When the email is personal and targeted, it's very effective.
7. Propsecting with email helps you stay motivated.
8. Email prospecting is inexpensive.
9. Email prospecting is quick and immediate!
10. You can hand-pick the prospects you want to work with.
Here is what doesn't work.
1. Don't send an email blast to a list.
2. Don't send the same message to everybody.
3. Don't use email to market your newsletter.
Warm Email Prospecting Works When You ...
1. Handpick your list.
2. Customize your list.
3. Write an email like this:
Hi Randy,
I’ve been reading about your company in the Atlanta Business Chronicle and the work you’ve been doing at Emory
Hospital. And based on the work I’ve done with Acme Medical and XYZ International, I may be able to help you get "X" accomplished faster and cheaper.
Here’s a short article on how I’ve helped Acme
Medical: [URL goes here]. Would it make sense for us to chat briefly sometime in the next couple of weeks?
Regards,
[Your email signature]
1. Describe your ideal client profile.
- Get clear about the clients you are best suited to.
- No specialty needed.
2. Create a targeted list.
- Create a TARGETED list (identify organizations, identify specific individuals, find the email addresses for those individuals)
3. Establish a meaningful connection.
- You have to give every prospect a good reason to respond immediately
- Give the prospect a relevant reason to reach out to you.
4. Make a quick and relevant pitch -- 125 WORDS OR LESS.
- No small talk; no warming up the prospect.
5. Prepare for conversation.
- You need to be ready when the prospect calls you.
- Have some stock email to respond to a positive answer.
- Develop a set of talking points for the call.
6. Do smart follow-up
Remember:
- Warm Prospecting is a direct response strategy. MOST attempts will not get a response.
- Recommends sending a 2nd response after 2 weeks of no response.
How to Uncover and Communicate a Meaningful Connection with Your Prospect
The key strategy is to give prospects a meaningful bridge to connection
Three Ways to find Meaningful Connections
1. Use trigger events
- A big event or change in the organization's industry is a logical trigger event; for example, positive or negative financial announcements; new manager in the department you usually work with; layoffs, downsizing; finding prestigious new clients, etc.
- Trigger events create a certain level of pain or need that makes the organization more receptive to your needs.
- Scour the news for trigger events (industry or trade pubs, business pubs, news magus, etc.).
- Set up Google alerts for organizations already on your targeted list.
2. Mention one of your high profile clients or one of your accomplishments.
- It may make sense to throw out names that the prospect may recognize or even names they may not recognize.
- Leverage your successes. Mention an award you've recently accomplished, or a placement you made for a client.
3. Leverage a mutual connection and think of LinkedIn.
- Look at your personal or professional network.
- See if somebody will make an introduction for you.
- Use LinkedIn account to see if somebody in your immediate network knows your prospect
What About Subject Lines for Your Warm Prospecting Emails?
1. Use your subject line to allude to the meaningful connection you will talk about.
- Examples: Congrats on the Book Deal! or … I Helped B&B Foods Rebrand …
2. Keep subjects short -- 30 to 50 characters.
3. Show relevance in the subject, but don't give away too much information and don't "bait and switch."In the body of your short email, deliver on the subject line.
-- scrubbed by MarketingBrillo
Ed's three videos are each 15 to 20 minutes and packed with information. Sign up here and watch them if you have time, but the videos will be taken down on December 11. (Note: Ed includes a full transcript of each video, so you can download those pdfs if you can't listen today).
If you're in a hurry for quick information, here are my notes.
Why Is Email Propecting So Effective (When Done Right)?
1. Less intrusive and more convenient than cold calling.
2. Better than phone messages, which can't be scanned quickly.
3. Prospects are far more responsive to a well delivered email.
4. With cold-calling, you get 3 to 5 seconds; email gives you 20 seconds.
5. It's easier to digest a marketing message in writing.
6. When the email is personal and targeted, it's very effective.
7. Propsecting with email helps you stay motivated.
8. Email prospecting is inexpensive.
9. Email prospecting is quick and immediate!
10. You can hand-pick the prospects you want to work with.
Here is what doesn't work.
1. Don't send an email blast to a list.
2. Don't send the same message to everybody.
3. Don't use email to market your newsletter.
Warm Email Prospecting Works When You ...
1. Handpick your list.
2. Customize your list.
3. Write an email like this:
Hi Randy,
I’ve been reading about your company in the Atlanta Business Chronicle and the work you’ve been doing at Emory
Hospital. And based on the work I’ve done with Acme Medical and XYZ International, I may be able to help you get "X" accomplished faster and cheaper.
Here’s a short article on how I’ve helped Acme
Medical: [URL goes here]. Would it make sense for us to chat briefly sometime in the next couple of weeks?
Regards,
[Your email signature]
1. Describe your ideal client profile.
- Get clear about the clients you are best suited to.
- No specialty needed.
2. Create a targeted list.
- Create a TARGETED list (identify organizations, identify specific individuals, find the email addresses for those individuals)
3. Establish a meaningful connection.
- You have to give every prospect a good reason to respond immediately
- Give the prospect a relevant reason to reach out to you.
4. Make a quick and relevant pitch -- 125 WORDS OR LESS.
- No small talk; no warming up the prospect.
5. Prepare for conversation.
- You need to be ready when the prospect calls you.
- Have some stock email to respond to a positive answer.
- Develop a set of talking points for the call.
6. Do smart follow-up
Remember:
- Warm Prospecting is a direct response strategy. MOST attempts will not get a response.
- Recommends sending a 2nd response after 2 weeks of no response.
How to Uncover and Communicate a Meaningful Connection with Your Prospect
The key strategy is to give prospects a meaningful bridge to connection
Three Ways to find Meaningful Connections
1. Use trigger events
- A big event or change in the organization's industry is a logical trigger event; for example, positive or negative financial announcements; new manager in the department you usually work with; layoffs, downsizing; finding prestigious new clients, etc.
- Trigger events create a certain level of pain or need that makes the organization more receptive to your needs.
- Scour the news for trigger events (industry or trade pubs, business pubs, news magus, etc.).
- Set up Google alerts for organizations already on your targeted list.
2. Mention one of your high profile clients or one of your accomplishments.
- It may make sense to throw out names that the prospect may recognize or even names they may not recognize.
- Leverage your successes. Mention an award you've recently accomplished, or a placement you made for a client.
3. Leverage a mutual connection and think of LinkedIn.
- Look at your personal or professional network.
- See if somebody will make an introduction for you.
- Use LinkedIn account to see if somebody in your immediate network knows your prospect
What About Subject Lines for Your Warm Prospecting Emails?
1. Use your subject line to allude to the meaningful connection you will talk about.
- Examples: Congrats on the Book Deal! or … I Helped B&B Foods Rebrand …
2. Keep subjects short -- 30 to 50 characters.
3. Show relevance in the subject, but don't give away too much information and don't "bait and switch."In the body of your short email, deliver on the subject line.
-- scrubbed by MarketingBrillo
Friday, November 11, 2011
Smart Marketers Are Always *Thinking.* Get This. It's Brilliant.
Entrepreneur and corporate strategist Colin Jensen has a great post up on Quora. Jensen says, "No matter what kind of business you're starting, you need more than one source of revenue, and hopefully at least one your competition won't have thought of."
That reminded me of a GoogleOffer that showed up in my mailbox just this morning. Fairfield Inn & Suites (Marriott property) has a hotel near Dulles Airport. Anybody who lives in the Washington, D.C. area has utterly NO reason to go to the Dulles area, except to fly or pick up fliers. But wait! Maybe there's something out there in Dulles land after all ...
Fairfield was making an amazing offer -- 14 days of parking and free every-half-hour shuttle service to and the airport for only $20! Fairfield says that's a $140 value and I believe it. Moreover, Fairfield is offering staff help to haul luggage in and out of the shuttle bus. (No, I don't work for them and, yes, I never knew they existed until this a.m.). Wow.
In fact, this offer was SO wow that I went to the Fairfield website just to see if they would let me use the service other times. Yes, we can! But, for Fairfield, the real benefit is that their hotel is now on my radar. I found out they have inexpensive weekend packages and I can also consider staying there overnight before an early flight.
The discounted offer won't make any money of course, but it won't cost Fairfield any money, either. In short, this is some of the best hotel advertising I've seen in years. I'm sure many other curious local gawkers hopped to their website this morning, too .. where we found all manner of other offers besides "fly and park" also featured. This is very smart marketing, right Colin?
-- scrubbed by MarketingBrillo
That reminded me of a GoogleOffer that showed up in my mailbox just this morning. Fairfield Inn & Suites (Marriott property) has a hotel near Dulles Airport. Anybody who lives in the Washington, D.C. area has utterly NO reason to go to the Dulles area, except to fly or pick up fliers. But wait! Maybe there's something out there in Dulles land after all ...
Fairfield was making an amazing offer -- 14 days of parking and free every-half-hour shuttle service to and the airport for only $20! Fairfield says that's a $140 value and I believe it. Moreover, Fairfield is offering staff help to haul luggage in and out of the shuttle bus. (No, I don't work for them and, yes, I never knew they existed until this a.m.). Wow.
In fact, this offer was SO wow that I went to the Fairfield website just to see if they would let me use the service other times. Yes, we can! But, for Fairfield, the real benefit is that their hotel is now on my radar. I found out they have inexpensive weekend packages and I can also consider staying there overnight before an early flight.
The discounted offer won't make any money of course, but it won't cost Fairfield any money, either. In short, this is some of the best hotel advertising I've seen in years. I'm sure many other curious local gawkers hopped to their website this morning, too .. where we found all manner of other offers besides "fly and park" also featured. This is very smart marketing, right Colin?
-- scrubbed by MarketingBrillo
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