This card got my attention.
It’s not every day that I receive 3D glasses in the mail. And the unique URL definitely caught my interest.
But a few things about this campaign turned me off. The most obvious mistake: my name. I am so used to people mistakenly calling me “Kevin,” but if you’re going to use my name in a unique URL, then you might as well get it right.
And when I visited the page, the content was underwhelming. It wasn’t useful or entertaining.
The company wanted my contact info in exchange for…I wasn’t sure, actually. The value for me wasn’t clear.
As a marketer myself, I appreciate how this campaign caught my attention. But there are some really good marketing lessons here.
We need to really ask what’s in it for our prospects. A personalized URL might get people’s interest, but it isn’t valuable in itself.
We have to give as much thought to getting people’s attention to actually giving them value. That’s how we win their trust. That’s how we convince them to engage with us.
If we don’t provide real value, then we’re really just spamming people and wasting their time–and ours.