RE: UKNM: Viral Marketing

[Tony Newland]

you guys would probably be able to give me a raft of examples but has anyone

in the B2C market tried the old methods of loss-leaders, or that great MFI

"buy now pay later" instant credit thing? I still think this all comes down

to basic consumer psychology, the "buy now pay later" (subject to status)

approach would surely have advantages in a number of respects..we'll ignore

the financial implications of this for the moment, allow me a moment to

dream here :-) Customer wouldn't have to worry about security in terms of

giving credit card numbers over the net, it would have the effect of

building instant trust with the retailer (the retailer for the sake of

argument displays trust in the consumer to pay) and we are all more likely

to trust someone who trusts us. The customer gets the chance to see how fast

the goods are delivered and what condition they are in before having money

deducted from their credit cards etc and vitally that first sale is made.

Also "it's not real money is it if you don't have to pay for 30/60/90 days?"

Am I being naive here? Has someone tried this already, if so does anyone

know the results? Just because someting can be done instantaneously (paying

that is) it doesn't necessarily follow that this is the most effective way

to do business in terms of shifting volume of stock which is surely what

most B2Cs are desperate for.


> Tony Newland

> Advertising & Sponsorship Manager

> Rainbow Network Plc

> phone: 0207 278 1105

> fax: 0207 713 7732

> web: http://www.rainbownetwork.com

>

> Any opinions expressed in this message are those of the author only and do

not necessarily represent the views of RAINBOW NETWORK PLC.


-----Original Message-----

From:

tim [dot] haywarddigitaljwt [dot] com

 [

tim [dot] haywarddigitaljwt [dot] com (mailto:tim [dot] haywarddigitaljwt [dot] com)

]

Sent: 05 September 2000 10:37

To:

uk-netmarketingchinwag [dot] com

Subject: Re: UKNM: Viral Marketing



Aaaah Lois,


I can always trust the 'Brand Goddess'(TM) to take the very purest of views.


I agree, of course, that the Eddie Stobart phenomenon has been terrifically

effective in raising awareness of the eponymous trucking operation. My

question

would have to be, aside from sales of Dinky toys, how has this made them any

money?


I mean, if I'm sitting in a Portakabin on the dockside at Avonmouth staring

at a

rapidly defrosting 40 tonne container of IQF prawns, maybe.... just maybe...

the

fact that my kid hit me with a Steady Eddie truck when he woke me up this

morning MIGHT make me reach for the phone. On the other hand, I should

imagine

I'd be more likely to purchase on price.


I think this is a common trope and at the very heart of our disillusion with

the

Web.


[Sam says: msg chopped]



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