Promotion people snigger over the very notion of rules. The first rule of promotion, some say, is that “there are none.” In other words, rules are made to be broken. Well and good, and it probably explains why promotion attracts so many rare individuals, but a little discipline is worth occasional consideration.
At the risk of being accused of rigidity, we propose one hard and fast rule: If you’re going to list your Web site in a promotion ad, make sure that when consumers click on they can find that promotion. Understand? Okay, now get off your chair and go talk to your webmaster. We’re not going to tell you again.
Violations of this rule are rampant. Just try to enter the GTE Season of Champions sweepstakes as print ads beckon you to do at www.gte.com/ ncaa. Or search for information about the Mitsubishi Wake Up & Win event at www.mitsucars.com.
Even advertising follows rules, doesn’t it? Examine most car ads and you could conclude that their rules are: 1) big picture of the iron; 2) small body copy; and 3) if you must do a promotion, bury it. Better yet: 4) send promotions over to the direct mail department so that they won’t actually be exposed to the public.
So kudos to Jeep for being rule-breaker of the month. In this ad, the premise is superlatively clear: Jeep is “The Most Capable Sport Utility Ever.” That’s a strong claim, one which begs for proof. Fortunately readers can prove it to themselves by ordering a free videotape, which is offered with the disclaimer: “Warning . . . contains scenes which may be disturbing to other sport utility owners.” How does one get this provocative tape? Simply by calling the toll-free number 1-877-PROVE-IT.
The astute Jeep people avoid the Web site mention, realizing that prospects might lose interest before completing their surf through the dealer profiles, spec sheets, and chairman letters that comprise most corporate sites. At last, a promotion so focused that it may spawn an inviolate rule – how about: “Keep it simple, stupid?”
Then, in the ultimate rule reversal, the Jeep ad is dominated by a picture of the premium, and the sacred car shot is marginalized. Imagine getting that approved by the Management Committee!
If this works, yet another rule could be postulated: “Promote the promotion.” Undoubtedly, every other car maker has a videotape, countless copies of which languish in dealer backrooms. Jeep has the moxie to offer theirs as in-your-face proof of superiority, a concept that could motivate readers to visit their dealer even if they don’t actually respond to the premium offering.
Wake Up is right
Contrast the above to Mitsubishi whose concurrent promotion appears to follow a vintage ’60s rulebook – this despite an apparent desire to inject youthfulness into the brand.
A labored headline implores readers to “Test drive an all-new Galant and have a chance to win one in the Wake Up & Win Sweepstakes,” prompting one to wonder whether Mitsubishi marketer thinks their prospects are asleep? One also wonders who ruled that sweepstakes have to have catchy themes anyway? For that matter, where does it say that there should be four prize levels, named “Grand,” “First,” “Second,” and “Third?” Speaking of grand prizes, the use of a Galant prompts another question: “If it’s so good why are they giving it away?”
The body copy desperately wants us to believe that the Galant is really sporty despite its four doors. That it’s really a sedan, but not really. That we can drive a grownup car without feeling like we’re growing old. But they offer a Hawaiian vacation as First Prize. Isn’t that where old people go? Doesn’t a youthful image effort deserve a youthful prize structure? Perhaps the chance to become a Squirrel Nut Zippers tour roadie might be a stretch, but surely there are appropriate alternative icons of youth.
The more serious question is: Are there still consumers who have so little life that they will be motivated to test drive a car in return for the mere chance to win a plain vanilla sweepstakes? Not in our rulebook.
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