Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Hey! Is This a Bait-and-Switch?

September 16, 2009  

In a post at the FutureNow blog, Bryan Eisenberg recalls an email from Nikon that caught his attention with the subject line "My Picturetown—20GB for just a few cents a day!" So far, so good.

But clicking on the message's call-to-action—Store my photos and videos—led him to a landing page seemingly unrelated to the offer. Instead of further information about the 20GB promotion, he saw a basic sign-up form, a graphic proclaiming "2GB FREE!" and a large, empty box that Eisenberg presumed to be the intended location for My Picturetown's terms and conditions.

"[T]here's no mention of the 20GB at all (I wonder if it was a typo)," notes Eisenberg, "let alone information about the email's offer of 20GB storage for just a few cents a day. I was wondering how few cents it actually is: 2 cents, 10 cents or 99 cents?"

Based on what he saw, he offers advice like this to Nikon for improving and clarifying the promo:

First invite readers to sign up for a free service, then suggest upgrading to accounts with more space.

→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!