e-liz at lizcaradonna.com - Blog - AmEx, half-priced water, and the meaning of "value"

Thursday

Jan072010

AmEx, half-priced water, and the meaning of "value"

Thursday, January 7, 2010 at 11:41AM

A few weeks ago Nick and I had the pleasure of watching the Bulls get ruthlessly humiliated at the United Center. One of the tertiary pleasures of any major sporting event is the chance to win free stuff from sponsors. You get a prize booklet at the door, and depending on who wins these little time-out competitions throughout the game, you might get a coupon for a free taco, or a Big Mac, or some coffee.

I only won one of the prizes from my booklet that night. It was a free gallon of water from Hinckley Springs. Upon closer inspection, though, I realized that the prize was really a free gallon of water with the purchase of a gallon of water. That's right: I won the privilege of going out to the store, purchasing two half-priced gallons of water, and carrying them home.

Err... thanks?

I thought about that experience again earlier this week, when some colleagues were passing around a story about AmEx's blogger outreach strategy for their new Zync card. Blogger Peter Rojas outed the PR firm who contacted him, and reposted the full text of their email offering him an "exclusive relationship" with the Zync card.

At first glance, nothing looks off about their message. It's well-targeted (Rojas is in their demo and has worked with the company before), it's transparent (the rep identifies herself and does not disguise her request), and the communication is perfectly appropriate in clarity, tone and approach. As a colleague noted, it doesn't look all that different from some of the eminent campaigns we've done ourselves. So what was the big problem?

The offering. AmEx wanted Rojas to do a lot: read about Zync, take the time to offer ongoing feedback through an online community, and host an event for 25-50 people to introduce them to the card. And what was in it for him? That's not really clear. In fact, it seems like the marketing team was counting on Rojas to consider his involvement to be a reward unto itself:

With this relationship, you would be able to be part of the “Special Committee” in which you really get to provide feedback to the product development team on ideas for iPhone applications, the next packs and much more

I can only imagine that his reaction was akin to mine upon learning of Hinckley Springs' generous prize: "Thanks?"

Let's not lose touch with reality when it comes to "advocates," "ambassadors" and "relationships." What are we really giving people? Can we turn a skeptical eye toward our own campaigns, and admit it if what we're offering fans is nothing more than half-priced water?

Liz |

6 Comments |

Permalink |

tagged

PR,

amex,

hinckley springs,

social media,

value in

Marketing

View Printer Friendly Version

Email Article to Friend

Reader Comments (6)

Although to some it may feel oh-so-far-off, spring is on it's way, and here are the louis vuitton to prove it!
New Christian Louboutin spring shoes are hitting the shelves and they are colorful, whimsical and playful,perfect for a spring

or summer wedding looking for a little jolt of fun! and now discount for Gucci,Which are your faves?

louis vuitton
lv
louis vuitton wallets
louis vuitton purses
louis vuitton sunglasses
louis vuitton bags
louis vuitton handbags
discount handbags
lv
louis vuitton bags

October 28, 2010 |

louis vuitton

we provides you the best and most fashionable products. All the products are 100% high quality, competitive price, free shipping with best and timely service, 100% satisfaction. Big discount for big order. Welcome to make your choose.

sex pills factory
sex pills wholesale
buy wholesale
Wholesale Supplier
Sex Pills Supplier
Sex Pills Wholesale Supplier

louis vuitton
lv
louis vuitton wallets
louis vuitton purses
louis vuitton sunglasses
louis vuitton bags
louis vuitton handbags
lv
louis vuitton bags

louis vuitton
lv
louis vuitton wallets
louis vuitton purses
louis vuitton sunglasses
louis vuitton shoes
louis vuitton bags
louis vuitton handbags
lv
louis vuitton bags

christian louboutin
louboutin
christian louboutin shoes
louboutin shoes
bridal shoes
sexy shoes
high heels shoes

ugg discount boots
cheap ugg boots
ugg boots cheap
discount uggs boots
ugg cardy boots
discount uggs
discounted ugg boots
cheap uggs boots
uggs for cheap
ugg
ugg boots
ugg shoes
ugg tall boots
ugg short boots
ugg boots sale
ugg boots on sale
ugg boots on cheap
ugg discount
uggs
discount uggs
ugg sale
ugg kids
ugg women
cheap ugg

ugg discount boots
cheap ugg boots
ugg boots cheap
discount uggs boots
ugg cardy boots
discount uggs
discounted ugg boots
cheap uggs boots
uggs for cheap
ugg
ugg boots
ugg shoes
ugg tall boots
ugg short boots
ugg boots sale
ugg boots on sale
ugg boots on cheap
ugg discount
discount ugg
uggs
discount uggs
ugg sale
ugg kids
ugg women
cheap ugg

ugg discount boots
cheap ugg boots
ugg boots cheap
discount uggs boots
ugg cardy boots
discount uggs
discounted ugg boots
cheap uggs boots
uggs for cheap
ugg tall boots
ugg short boots
ugg boots sale
ugg boots on sale
ugg boots on cheap
ugg discount
discount ugg
discount uggs
ugg sale
ugg kids
ugg women
cheap ugg

christian louboutin
louboutin
christian louboutin shoes
louboutin shoes
bridal shoes
sexy shoes
high heels shoes

November 6, 2010 |

louis vuitton bags

November 8, 2010 |

christian louboutin

It's a good article! You let me learn more about it! In part time,I always log in the same websites to learn knowledge!Everybody all could communicate .jean paul gaultier sunglasses

November 19, 2010 |

vauxhall omega

If you want to get hard erections and boost sex drive naturally, you can do so by taking the best sex pills. So when choosing a sex pills which herbs should it contain? Lets take a look.

sex drugs
sex pills wholesale
sex pills
sex pills for women
female sex pills
woman's sex drive pills
male sex pills
sex delay spray
sex toys
adult sex toys
best sex toys
condom
female condom
condom sex
best condoms
Pilatory
weight loss products
best weight loss products
sex drive pills
best sex pills
top weight loss products
male sex endurance pills
best male sex pills
herbal sex pill
herbal sex pill for men
herbal sex pills for women

Sex Blue Pill
Blue Pills
Sex Blue Pill uk
Blue Pills Supplier
Blue Pills Manufacturer
Blue Pills Wholesaler

January 3, 2011 |

Blue Pill Wholesaler

Your writing is amazing. I really like your style and taste. I shall read your blog more often in the future. most of your fashion picks will also be on my wish list, for sure. I don’t know whether you like watch , there is a wonderful best replica Rolex GMT, or the panerai replica watches

January 4, 2012 |

replica

Post a New Comment

Enter your information below to add a new comment.

My response is on my own website »

Author:

Author Email (optional):

Author URL (optional):

Post:

↓ | ↑

Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>