When I was the advertising manager of a decent-sized hospital chain, we used direct mail to invite people to tour our newly opened urgent care facility. Knowing that an incentive offer is the Number 2 strategic peg in successful direct mail (extra points for readers who can name Numbers 1 and 3), we promised each visitor a certificate for a free Baskin Robbins ice cream cone.
Within a few days, I received a note from an outraged consumer. He felt it was deplorable that “…a health care organization would encourage people to ingest ice cream.”
(Let me state here and now that I had no idea people were actually ingesting the stuff. We thought they would merely eat it.)
The outraged consumer’s helpful letter concluded with a suggestion that we offer bran muffins instead.
I’m not making this up.
The urgent care center was mobbed with visitors, and the nearest Baskin Robbins ran out of its most popular flavor. Clearly the promotion did its job. Bran muffins might have been healthier, but no one would have come to our party.
Steve Cuno
Within a few days, I received a note from an outraged consumer. He felt it was deplorable that “…a health care organization would encourage people to ingest ice cream.”
(Let me state here and now that I had no idea people were actually ingesting the stuff. We thought they would merely eat it.)
The outraged consumer’s helpful letter concluded with a suggestion that we offer bran muffins instead.
I’m not making this up.
The urgent care center was mobbed with visitors, and the nearest Baskin Robbins ran out of its most popular flavor. Clearly the promotion did its job. Bran muffins might have been healthier, but no one would have come to our party.
Steve Cuno
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