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Joan Treistman's RetailWire Blog
February 24, 2010
BrainTrust Query: How Much Does a Free Cone from Baskin-Robbins Really Cost?
FROM RETAILWIRE:
Nothing says happy birthday like ice cream. Especially when that ice cream comes free from Baskin-Robbins. Wait a sec. Was it really free? Let's take a closer look. What do you think of Baskin-Robbins' free-cone-on-your-birthday promotion, given its requirements?
MY COMMENTARY:
When we conduct a survey and ask participants to share their opinions and some demographic information, we preface our request with an explanation of why we are doing the research. It encourages consumers to be part of the study because they know their opinions will help formulate a new product, for example. So why wouldn't Baskin-Robbins share their "hidden agenda" as part of the motivation along with the ice cream cone? In this instance full disclosure could increase the participation rate and enhance the brand's image. Consumers are savvy and most often understand why marketers need the information. Spell it out and get consumers to support the brand directly rather than take a convoluted route that can cause frustration, distrust and fewer "takers." Just a thought. |
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