Take a chance, Honey!
I was once part of an ad agency’s National Creative Centre of Excellence.
During a flat patch, I devised a brilliant promotion to drum up business.
It didn’t work. But by golly it was brilliant.
I table it here, in case you’re the deutronium to my Jupiter 2.
Given the right mix, this tactic could enrich us all.
The ad agency had account managers. Their job was to commission recruitment ads to fill position vacancies for client companies.
In those days, a decent newspaper ad cost around $5K in media space plus $1-2K in design, copywriting, artwork, administration and placement.
Sometimes, a job was advertised thrice on the trot with zero result (other than an embarrassed account manager and a very unhappy client).
The You-Beaut Double-Or-Nothing Deal!!! sought to remove this pain.
The offer was simplicity itself:
- Give us your most hideous chronic vacancy; the one nobody can fill.
- We’ll write you a killer ad to land the perfect candidate.
- If we fail, you don’t pay a cent.
- If we succeed, you pay us double.
I sent the email and braced for a torrent of new work.
Apart from a few bemused commenters, no-one reacted.
I was so surprised by this, I resent the email.
But all I got back were phrases like:
- client won’t like it
- unacceptable risk
- a bit whacky
- not in the budget
- don’t have the authority
And so the deal died at birth.
Clients kept on forking out $6-7K for the same old ads.
With the same old non-results.
How Come That?
Was it corporate torpor or personal terror that killed all comers?
Maybe a bit of both.
Was it something I said?
Or did the offer lack some critical element?
I still reckon this deal has legs.
At Lentil as Anything, you pay for what you think your meal is worth – even if that’s nothing.
But front of mind when it comes to switched-on restaurants?
Think about your business, your clients and your risk profile.
Could it, them and you give The You-Beaut Double-Or-Nothing Deal!!! a go?
If not, why not?
If so, when?
Imagine the joy of regaling us with your success story.
Winner winner: chicken dinner.
Roll up! Roll up!
Paul Hassing, Founder & Senior Writer, The Feisty Empire