Question

Topic: Other

Terminology Cusp

Posted by Anonymous on 5/14/2010 at 10:57 AM ET 250 Points
Given a new web based product:

A customer makes it through to your shopping cart and finds an offer (in effect) "To increase the public's awareness of our new offering and receive a healthy discount yourself, take this number (computer generated) and give it to your friends. If they use the number when making a purchase, you will receive a 30% discount with your next purchase."

Call this technique "Viral Marketing" or just plain "Couponing"? The two terms seem to overlap.

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RESPONSES

  • Posted on 5/14/2010 at 11:08 AM Accepted
    Yeah, it's couponing with a pass-along twist. I think explaining it the way you did (with an example) is probably the easiest way to communicate the idea. What you call it after that is really up to you. If I were labeling it, I'd call it, "a coupon with a pass-along" or a "referral coupon."
  • Posted by Peter (henna gaijin) on 5/14/2010 at 11:45 AM Accepted
    If I had to name this, it would be referral or something along that line (maybe mgoodman's "referral coupon" is the best).
  • Posted on 5/14/2010 at 12:05 PM Author
    Thanks, Guys...

    Dispute with colleague. I tend to think of "Viral Marketing" as a collection of techniques that drive volume TO the website, not what comes after.

    Your answers seem to validate this view.
  • Posted by SteveByrneMarketing on 5/14/2010 at 12:53 PM Accepted
    I vote for Michael's "referral couponing" suggestion.

    I also googled "viral couponing" and found some usage of this term:

    https://www.retailmenot.com/coupons/viral


    Steve
  • Posted on 5/15/2010 at 12:39 AM Author
    Karen,
    "You could also identify it as having a "share" feature which is really popular online these days. People can often choose to email something that they find, in addition to forwarding it to a variety of social networking sites. "

    GREAT idea ! Has anyone seen any hard data on how well the "share bar" works?.

    I see it at the bottom of a LOT of pages (this page for instance), but I've never used one personally.
  • Posted on 5/19/2010 at 3:34 AM Author
    Closing out...

    MANY thanks, Guys !
  • Posted on 5/19/2010 at 12:45 PM Author
    Not true, Carrie...

    I awarded points last evening.
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