My birthday is coming up, the big three-oh no less, and as a result, I've received a handful of "gift cards", effectively coupons, from retailers to, theoretically, let me know they care about me and appreciate my business. It has to be one of the weakest marketing attempts under the guise of personalization that I've seen.
These gift cards are invariably for $10 to $15 off at stores that really don't sell anything for less than $30. Of course, when you read the fine print, there are a handful of clauses that limit the usage of the gift cards and make it seem even slimier. So, what you really have is no different than a widely distributed coupon. It's not creative, and it's certainly not personal.
The thing is, it's not really that hard for businesses to behave like people rather than act like them. If I had a friend who gave me a gift card for a negligible amount to his or her or own store, I'd question their motivation. However, if they did something sincere that had no material value, I'd be thrilled.
Trying to get me in their store to spend money under the guise of celebrating my birthday is weak. They're not giving me a birthday present, they're trying to get me to give them one. I'm sure I'm probably in the minority of people that have this view of the practice, but that doesn't make it any less slimy.
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Comments
So does this mean there won't be any birthday discounts on Sifter?
In all seriousness though, I completely agree with what you're saying. The only time that I've been surprised by a marketing campaign was when I turned 18. Gilllete, in an attempt to gain market share in the three-bladed razor market, sent at least everybody that I know a free Mach3 razor the week of their 18th birthday. I gave the razor a shot, and until just about a month ago, I never used anything else. That's seven years of brand loyalty, just for them being "thoughtful" enough to give me a chance to try their product.
Steven - That's a good example where they are giving you something for nothing. Admittedly, they make most of their money on the blades, but you didn't have to spend anything additional to gain the benefit of the gift.