There are marketing campaigns that give brands not only an image for the consumer, but a promise of reversal of investment so high that many top executives bet on them, but is the value of promotional actions really measured?
This is a question I ask myself when I see the mess that has been set up with certain brands that during the World Cup promised “your free purchase if Spain wins the World Cup” “If the Red wins, you win”
When a creative team puts the idea on the table, there are a series of departments, both in the agency and in the advertiser, that have to measure the probabilities that that promise must be fulfilled and once the risk has been assessed, if it is carried ahead it has to be assumed completely.
But let’s see what brands have carried out promotions for this World Cup:
– PC City
– Tom Tom
– Panda Security
– Average Mark t
Congratulations to those who have complied, but again consumers Brazil Phone Number List are angry with the advertising of some brands that now do not comply.
For the buyer the deceptions that are established in the small print of “Vd. you will win if you previously sign up for our website, or you should have filled out the questionnaire or also your purchase number has to match the number of the Christmas draw of the year 3,000 … “and this in any case, if you want to do so, It should appear in large and visible letters in advertising and the establishments that sell the product should be obliged to inform the consumer about the bases of the promotion.
If I buy a computer, a browser or a refrigerator on the date of the promotion and the team object of it wins, the logical thing is that it is rewarded, simply by sending the purchase receipt of the product.
In the case of Media Mark t, its campaign promised to return the money in a series of products if Spain won, but in the small print it appeared that the promotion was valid only if Spain won all the matches.
In Toshiba’s case, it seems that there was a deadline for the buyer to register their purchase on the brand’s website and some consumers complain of a lack of information in this regard, both in advertising and at the point of sale. They have not registered and therefore the promotion will not be effective for them.
In the case of Tom Tom, a series of previous questions had to be answered to be effective, but this condition only appeared on the packaging, not in the advertising.
Consumers who feel cheated by these brands have gone to the OCU , to Facua and have opened a page on Facebook for “Damaged by Toshiba.”
Thosiba has posted on their website a statement explaining what happened given the commotion that has been organized. Has this promotion compensated them then?
Now they have two problems
1.- Pay the 3,500 purchases registered on your Phone Number List website because Spain won the World Cup
2.- Save your image before dissatisfied buyers who were not informed of the requirements.
Unfortunately there are many promotions that hide a small print and if it is already difficult to win, it is much more difficult for the discount, gift or refund to be effective.
Therefore, my recommendation is that if we are ever part of that group of consumers who take advantage of a promotion to buy a certain product, we inform ourselves well before the necessary requirements to get the promise made and if even so the company does not complies, we will always have the possibility to go to consumer organizations and Autocontrol de la Publicidad