Free #FAIL – another example where “free” does not work

Duane Reade grand opening of a store — had guys offering free coffee — from a BACKPACK dispenser!  Let’s just say Duane Reade is not known for its coffee. And even if people stopped for coffee, they didn’t even get the person to enter the store.  Anyway, I am sure all of this was thought through when the marketing campaign was planned.

When planning a marketing campaign, ask the hard (or easy) questions — what does the brand stand for? Does the marketing program reinforce the brand? Does it drive desirable actions (like people actually going into the store, not to mention drives sales). And definitely don’t do stuff that will make people go “huh?” and then run away even faster.

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By: Dr. Augustine Fou Monday, June 7th, 2010 marketing

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    Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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