“Cash for Clunkers”

Quite a buzz has stirred up recently about the Federal Government’s new “CARS” program, affectionately known as “Cash for Clunkers”, where motorists are given cash incentives to trade-in old or obsolete cars for new, efficient ones. Sadly, the marketing and promotions industry has been undertaking its own cash for clunkers program for some time. In this case, the cash is thrown AT the clunker, in the form of a faulty execution of what are often very solid promotion concepts.

How many times have you seen a promotional budget blown to bits for a clunker of an execution? Messaging bogged down by creative that wasn’t thought through, confusing entry forms, website code that crashes browsers or sloppy rules missing information regulators require? And when it comes time to fulfill the offer, how many times do the ugly effects of miscalculating projected response and fulfillment costs rear their heads?

In this day and age, marketers simply do not have the budgetary margins of error if something goes wrong. And regardless of the state of the economy, the monetary costs of a poor execution pale in comparison to the damage done when an otherwise enthusiastic customer turns sour trying to make his way through a clunker. A confusing form that wont load or receipt of a premium months late and damaged means an unhappy customer, at best. A lost one, at worst.

To avoid turning an otherwise fantastic promotion concept into a clunker, it’s important to recognize the need for strong and professional resources to provide the support necessary to make sure your promotional execution shines. With budget pressures higher and higher, there is temptation to take a “do it yourself” approach. But agencies like Marden-Kane not only take the work off your hands. They possess the expertise and experience necessary to ensure your promotions are executed properly and efficiently. They guide you through the possible pitfalls, legal and execution ally to ensure concept meets reality with great results.

Post via Richard Fascianella, an Interactive Account Director in our NY Office. Rich can be reached at RichardF@MardenKane.com.

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