I live in a house that is teeming with women. I’m blessed with four of them between the ages of 11 and 30 something. It makes for some interesting direct mail, my favorite being the regular Victoria Secret “Free Panty” promotion. Take out the panty part of it for a second. Let’s just pretend it’s a “Free Widget” promotion. It sounds creepy if I say that word too often.
What a great promotion. It gives the customer a reason to just stop and peruse a store that they undoubtedly love (research would indicate) and get something useful for free. The desirability of our widget is high. The perceived value of this widget is high. The actual cost of the widget is probably pretty low. Best of all, I’m betting that very few women get out of the store without buying a few more widgets.
Not every business has the luxury of a giving away women’s underwear. For Miracle-Ear the offer was a free hearing test. It’s not exactly sexy, but the screening was useful and of value to the customer. The offer continually produces a list of high probability prospects for the organization. So here’s my question… what’s your free panty?
We’re connected to a wide range of people. Take our occasional guest blogger, Travis™, for instance. The trademark is his idea, not ours. He’s painfully committed to his craft. He’s a little over the top, but mostly harmless. We invite you to keep an eye out for his pointed commentary. But, just so we’re clear, his opinions do not represent the views of Ostrom Creative.
Maybe you’re already sick of the classic Volkswagen ads. Maybe you’re so young you’ve never even seen them. In either case, shame on you. By today’s standards the austerity of the Beetle ads is ironically disruptive. In its day, it was as well. Love it, hate it, it has influenced more ads than the Beatles have songs.