Skip to main content

Bakerzin Facebook fans receive vouchers that expire the next day

(Update: Bakerzin has extended the duration of the expired vouchers. http://socialpr.blogspot.com/2010/12/update-on-bakerzin-vouchers-turning.html)

In the age of Internet where almost every bit and byte is travelling at the speed of late, Bakezin Facebook chose to reward their fans with snail mail vouchers.

Unfortunately,the time taken to process the vouchers and for the postman to deliver them resulted in fans receiving vouchers that were going to expire the next day.

image

Hell knows no fury like a fan scorned. A comment from Melissa Heng resulted  in other fans and received negative comments from other fans. Not only are such comments open to the 8000+ fans on the Facebook Page, it also is read by her friends.

imageWhy subject your brand to such negativity on Facebook after all the hard work to get Facebook Fans to like you?

So why not provide fans a quick, easy cost effective way to be rewarded at Bakerzin without having to spend the whole week waiting for expired vouchers?

Taggo would have simplified the process and even reduce the cost of processing the vouchers. All in two steps.

  1. All fans of Bakerzin need to do is link their ezlink card number via the same Facebook.
  2. Go to Bakerzin, tap and be recognised as a fan to receive fan benefits.

The sign up is immediate and therefore allows fan to enjoy benefits on the stop rather than wait a week or more to get the promotion.

While the call to get fans to enter their email address at the Facebook Page, it did do its job to get fans, close to 3000 in three weeks. But now that the promotion to get these vouchers have stopped, the growth in fans has reach a plateau.

The simple reason is that when the fan hand over the vouchers at the shop, the only social activity is better the fan and the cashier. As such, the fan’s friends are not aware of this.

But if a fan tap the ezlink card to be recognised as a fan, it starts a viral effect by updating the fan’s wall about Bakerzin’s promotions so that the fan’s friend can see. Friends who see the updates can also like the page to enjoy the promotion.

As such, Bakerzin need not set a time limit to the sign up to enjoy the fan benefit. It could be done anytime and even in store.

Cost wise, Bakerzin offered a “bribe” of about SGD120 to exchange for the fan’s mailing address. What about the cost of postage and the printing of the vouchers?

Say the total cost in all adds up to SGD150. Is it worth it for Bakerzin to have spend in all SGD500,000 to get 3000 new fans only to be risked negativity of fans because of technical issues and delays?

Taggo charges a minimal acquisition fee that would have only cost Bakerzin 1.5% of that amount spend on getting these 3000 fans.

Labels:

Comments

Post a Comment

Popular posts from this blog

How UOB's Paper Trail Amplifies IT Greatest Security Threat

UOB required you to do everything on paper. If you want to change your mobile number for your banking account with them or for your credit card, you need to fill up a form. Yet, this paper trail represented a potential security fail for the bank - Human Error. So a bitcoin expert walked into UOB to open a bank account. The bank employee had to print a form from a online pdf document to fill in this bitcoin expert's particulars. When it came to entering the bitcoin expert's email, that's when the forgotten art of handwriting was the most obvious of the digital generation. Wrote Robert Capodieci, My name is Roberto Capodieci, as most of you know. and my email address is very obvious to decode. It is not a p4l_l337_s0u1@gmail.com, but it is a more obvious roberto@capodieci.com, thing that, right after reading my name in the same form, should come out easy. Still, a data entry personnel of the UOB bank (or of a service provider the UOB bank uses) entered it as roberto
1 comment
Read more

NEL Train Fault Shouts Lack Of Crisis Communication

The North-East Line train fault of 11 April 2018 was my virgin experience of a rush hour train fault since I moved to Punggol. One would have thought that with the number of train faults experienced by the North-East Line operator, SBS Transit, they would have improved the communications and handling of train faults. However, my personal experience told another story. First, there were no announcements at the Punggol LRT stations of the train fault even though SBS Transit manages them. The train fault was reported as early as 7.10am as I had a friend who was also stuck in the train. I boarded the LRT at Coral Edge around 7.30am and I didn't hear of any announcement nor was there any signage to inform me o the train fault at Punggol Station. Second, the announcement kept saying that there would be a 15 minutes delay, but 15 minutes passed and the trains, on both side, wasn't moving. If the announcement would be more frank to say it will be a longer delay, commuters would
Post a Comment
Read more

Singapore radio personality in "hot soup" for reporting train delays based on Tweets?

Update - Hossan Leong has commented on this post to say " I'm not in trouble pls don't blow this out of proportion. Let it rest. It's getting silly. Thank you for your love and concern and I apologize for any misunderstanding." ~  Hossan Leong. Hossan Leong, a Singapore radio personality for The Gold Breakfast Show on Gold 90.5, was censured today for reporting on train delays on the Circle Line because he based the information on Tweets, rather than waiting for the official reports from the Circle Line operator, SMRT.  It is, however, unknown if the "warning" came from Mediacorp producers or SMRT. Tweeted Hossan Leong ,  OK...I reported it on air and now I'm getting into trouble for it?? The CC line is DOWN rite? I did nothing wrong rite? The SMRT Circle Line was reported to be down this morning during peak hours and started as early as 7am. However, local news only received official statement was received by the mainstream media at about 9
14 comments
Read more