Anyone who tried to get their free grilled chicken last year can attest that it was just short of a nightmare. Besides long lines, many franchises refused to honor the coupons. The stores also ran out of food as they were busier than normal. However, what really irked consumers were the stores that did not run out of grilled chicken and ignored consumers with a valid coupon in order to sell to paying customers. From this, a class action lawsuit with 5MM people ensued.
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In my opinion, a Winback campaign is a sign of a currently flawed strategy. Companies should be consistently trying to re-engage their consumers through different creative, offers, content, etc. in order to keep the relationship alive and, thus, negating the need for Winback. In longer sales cycles, it can be necessary to re-engage the targets on longer intervals of time. However, I would not call that Winback but rather reality – you hadn’t lost the target, just waited for budgeting, meetings, etc.
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American Express (AMEX) has certainly raised the bar with their offline marketing. Whereas I normally throw out the handful of credit card offers I receive a week, I was actually tempted to open two of them this week. The first offer was enticing until you got to the point that there was a $450 annual fee. However, the second offer was something special. Embedded within the example credit card was a USB drive that I could plug into my computer. Of course I was tempted to do so, albeit, a little nervous it might mess up my machine. The card in the envelope looked like the below.
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