At times, Marketers can be real Bozos…….or is it BOGOS?
Striving for creativity can unleash the best and worst in marketers and while I’m not afraid to make mistakes, I try to avoid outsmarting myself as much as possible.
Folks working in the marketing space will agree that we have to be sharp as tacks to stay ahead of our customers. The possibility of successfully 
slinging out points or miles as a temporary bribe is declining by the day. Loyalty Marketing has to evolve beyond the idea that every customer has a price on her head and re-focus on a broader value proposition.
A critical element of delivering the value proposition is communications. We have to grab consumer attention and hold it just long enough to make our point. That forces marketers to reach further for something new and often the results don’t translate well.
The question: is it a good or bad idea to use our own lingo in the ads we create?
Driving down a crowded South Florida highway this week, I saw a huge billboard with an ad that shouted “Publix BOGO” and included the URL needed to find the deals of the week. The same day, I caught an ad on TV from Payless Shoes that touted their BOGO offers. A quick search online revealed that Kohl’s and a few others are running on the same track for the moment.
As a consumer, I don’t mind finding deals and saving money. And the billboard did grab my attention. It just struck me that a little success in using “insider’s” verbiage could unleash a wave of awkward ad copy.
So, while it’s kind of cute-sy to adopt our trade lingo in customer facing ads, I don’t know how far we should go and, in particular, if the idea translates to Loyalty Marketing.
Imagine if we tried any of these in our promotional emails for our rewards program:
- Earn quick and enjoy the burn!
- We offer the highest earn velocity around!
- Help us lower our CPA and we’ll give you more CVP!
It just doesn’t translate well, does it?
Ouch, was that my foot that I just shot?
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So what is with this supposed company “BOGO Media”, who is advertising on mega sites for advertising sales reps? I can’t find a thing about them on the net, yet they seem to be hiring everywhere!
Hey Bill
I think using inside verbiage does more harm than good. It usually created confusion and I think the same would happen in terms of loyalty. Loyalty programs are complicated enough, especially reaching into the empty nester sector. Simple is good.
As far as Lisa’s post, I think stores like Kohl’s are constantly “gifting one” as they are always sending game pieces to peel to get discounts, which is very effective.
@TheDudeDean It’s on Sample Road West just after Dixie Hwy.
@lisasepiphany @epiphanydenver You are too funny, but I thought even folks in Colorado used a little “lingo” now and then. Maybe out West, it’s just “slang”??
Where is that sign? I haven’t seen it yet. Pretty funny post. Bogo, CPA and CVP FTW!
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Oh, Bill… “our” language? Got a mouse in your pocket?
No, I can safely say, BOGO, is not in my own personal marketing repertoire, but then, neither is the term, “lingo”…
It might then, be a better course of action, to deliver marketing, according to area of expertise. Don’t give them what they ask, give them what you have, and let your actions speak. We are as we do, not as we say, and “Buy one, Get one” is only as good as you get. Do you need more, or do you need “good” … a marketers best approach, is what’s being marketed, when at its best, and when offered up. So, perhaps, since the three companies you mention, are starting to look much the same, a better idea, in order to stand out and offer a loyalty package, would be in gifting “one” after the fact, when least expected. A, “since you bought now, we thought you needed another, to show our appreciation of your interest in our service” … or, “we realize you had a choice, and you chose rightly” campaign.
That would be this marketer’s philosophy. That would be this language of “an economy according to class.”
Let’s hope that the “Help us lower our CPA and we’ll give you more CVP” doesn’t deserve CPR.
Have a nice day!
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