Comments on: Mazda Test Drive Gift Card Lameness http://www.daviddalka.com/createvalue/2007/06/12/mazda-test-drive-gift-card-lameness/ Emerging Media Strategic Planning, Web Analytics, Change Management Leadership, Business Speaker Sat, 06 Mar 2010 17:35:28 -0500 http://wordpress.org/?v=2.8.5 hourly 1 By: :: jozjozjoz :: http://www.daviddalka.com/createvalue/2007/06/12/mazda-test-drive-gift-card-lameness/comment-page-1/#comment-32006 :: jozjozjoz :: Sat, 23 Jun 2007 19:32:07 +0000 http://www.daviddalka.com/createvalue/2007/06/12/mazda-test-drive-gift-card-lameness/#comment-32006 That sounds horrendous! That sounds horrendous!

]]> By: Comment Day « TechFold http://www.daviddalka.com/createvalue/2007/06/12/mazda-test-drive-gift-card-lameness/comment-page-1/#comment-31461 Comment Day « TechFold Wed, 13 Jun 2007 18:46:09 +0000 http://www.daviddalka.com/createvalue/2007/06/12/mazda-test-drive-gift-card-lameness/#comment-31461 [...] David Dalka and Bogus Mazda Promotions [...] [...] David Dalka and Bogus Mazda Promotions [...]

]]> By: rod / techfold.com http://www.daviddalka.com/createvalue/2007/06/12/mazda-test-drive-gift-card-lameness/comment-page-1/#comment-31460 rod / techfold.com Wed, 13 Jun 2007 18:45:18 +0000 http://www.daviddalka.com/createvalue/2007/06/12/mazda-test-drive-gift-card-lameness/#comment-31460 The funny thing is, corporately the "cost" of incentive promotions like these is discounted by the expected rate of redemption. The goal of the promotion is not to create long-term brand equity; its to drive a fast spike of sales activity to clear out inventory or meet regional targets. Hence, the more painful the incentive is to redeem, the more attractive it is to business decision-makers who see promotional cost go down with no impact on traffic (as dissonance is all post test-drive). Its painfully short sighted but consistent with much of the promotional thinking I've observed. The funny thing is, corporately the “cost” of incentive promotions like these is discounted by the expected rate of redemption. The goal of the promotion is not to create long-term brand equity; its to drive a fast spike of sales activity to clear out inventory or meet regional targets. Hence, the more painful the incentive is to redeem, the more attractive it is to business decision-makers who see promotional cost go down with no impact on traffic (as dissonance is all post test-drive).

Its painfully short sighted but consistent with much of the promotional thinking I’ve observed.

]]> By: mazbee http://www.daviddalka.com/createvalue/2007/06/12/mazda-test-drive-gift-card-lameness/comment-page-1/#comment-31411 mazbee Wed, 13 Jun 2007 01:56:49 +0000 http://www.daviddalka.com/createvalue/2007/06/12/mazda-test-drive-gift-card-lameness/#comment-31411 So at last you got that gift card, but still not satisfied with it. This promotion is suppose to give positive effect and but instead, customers got displeased with this deal from Mazda, maker of quality <a href="http://www.automotivemazparts.com/mazda-timing-belt/" rel="nofollow">Mazda timing belt</a>. So at last you got that gift card, but still not satisfied with it. This promotion is suppose to give positive effect and but instead, customers got displeased with this deal from Mazda, maker of quality Mazda timing belt.

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