The Sitecore Symposium offers users of their platform the
opportunity to learn about product features as well as share success stories
and best practices. A recent email from them communicated that fact fairly well.
The email arrived on May 6 with a call to action to register for the symposium by May 11. The registration site was not live until May 6,
giving only a five-day window for a business customer to commit to an $895
registration fee and travel plans four months ahead. This earns the email a
Fail for Offer. Business customers need time to make arrangements, commit to
dates, and obtain management approval.
In fact, the landing page includes a link to a boilerplate justification letter for registrants to send to their managers to get approval.
A nice touch, because any employee going to the boss on his or her own and
saying, “I’m going to Las Vegas for three days, staying at a high-end hotel on
the strip, and paying 900 bucks to register” needs more than a bit of back-up.
As of May 7, the landing-page grid mentions the ‘Super Early Bird’ price
with a deadline of May 11; however, the landing-page body copy (just above the
Terms and Conditions) and the justification letter cite the deadline as May 18.
That’s a Fail for Creative for having inconsistent deadlines.
Lessons:
1)
Give your business customers an adequate
response window to your offer, especially if there is a substantial commitment
in cost and time involved.
2)
Be consistent with your respond-by dates.
No comments:
Post a Comment