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| Solicitation email |
This email
offering a free day of parking is a Fail for Creative.
The email
subject line reads “Get 1 Day Free at EWR & JFK”. The content of the
email also touts enjoying “1 day of free parking at Newark Liberty & JFK
airports!” It is not until the reader prints the coupon that he or she
discovers that the free day has strings attached. The customer must park
at the airport for 3 or 5 days to obtain the benefit of the free day.
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| Coupons with conditions |
Ideally,
the headline of the email should include the contingency of the offer, i.e.,
“Get 1 Day Free at EWR & JFK when you park 5 days.” If not, then the body
of the email should include an adequate disclosure or at least reference the
contingency of the offer, i.e., “See coupon for details and conditions,”
“Minimum parking stay required,” or a similar message. But, even in the
fine print, this email does not include a mention of the minimum parking
requirement.
When a
business sends offers where the conditions are not clearly communicated, it not
only degrades customer trust and brand equity, it is often a violation of
Federal Trade Commission rules.
Lesson: When presenting an offer,
communicate the requirements for your customers to benefit from the offer
upfront and clearly.
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| Fine print - no mention of minimum parking requirement |
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