I saw this promotion late last night as I logged onto Facebook and I thought it was worthy of sharing it with you.
Everyone seems to want more Facebook fans…but really you actually want Facebook fans who know a little bit about you or are willing to try what you've got to offer.
That's what makes this Kraft Macaroni and Cheese promotion so smart.
On my NewsFeed page, I noticed this ad to the right. It offered me a free box of Mac and Cheese (hello…cheesy explosion to boot!) if I'd become their fan.
Now I will confess two things. 1) I really love Kraft's Mac and Cheese. 2) I would have never even thought to fan their page without this free offer. If the ad had simply said..please be our fan, I would have ignored it.
Lesson: If there's not a very apparent "something in it for me" we don't go around fanning pages.
I almost left because I could not see how to get my free coupon.
Lesson: Be blatantly obvious and then some. We are only going to look for about 5 seconds.
Fortunately, others had either been smarter or more persistent, so as I scanned the messages, someone had said – go to the third tab (wall, info and voila..free cheesy)
So I stuck with it long enough to click on the Get The Coupon button.
They also snagged a bit of demographics in the check boxes below.
Lesson: If you're offering something of value, don't be afraid to ask for something of value in return.
I'm betting they scored a huge number of new fans. And now for about the cost of a click, they are actually putting product in the new fan's hands. Think of what most businesses pay to get a consumer to give their product a try.
Compare and contrast this effort — where Kraft not only gets you to sample their product but also gets your contact information and some demographics to the lady standing in the grocery store, handing you a little cup of the mac and cheese.
How would you rate the relative value?