Spreading Good Cheer
Got your Threshers voucher? It’s a question we’ve been asked a lot this week. Threshers, the high street wine merchants have produced a voucher offering 40% off all their wines. Quite a saving, and so one that’s causing a stir in pre-Christmas shopping circles.
Consumers are acting quickly to make sure they’re in on the deal before it’s too late. Threshers are honouring the vouchers, although they have expressed concern that there’s too many out there, and it could result in big losses. The voucher came to public attention when Stormhoek, a South African wine producer published the voucher on it’s blog, seemingly by mistake, after Threshers had issued them to a few select suppliers. People spotted the deal and quickly emailed the link to friends and posted the offer on their blogs. Last count 800,000 people had stopped by to pick up on the deal.
Thresher’s standard pricing is 3 for the price of 2, a 33% discount, so 40% isn’t the deep-cut it first appears. The voucher will bring in thousands of new customers who would otherwise have picked up wine at a supermarket.
Stormhoek has grown rapidly as a brand by sending free wine to popular bloggers, in the hope that they’d write nice things. They did, and people bought the wine, so perhaps they knew what the effect would be.
It’s a curious phenomenon. Borders have been offering a 20% discount voucher on everything, which seems like an equally good deal, but the story hasn’t spread and no-one’s excited about it.
Threshers, with the help of Stormhoek and Gaping Void have orchestrated a marketing coup. It’s a fabulous piece of communication, one that leaves people feeling good about themselves, encourages them to spend more and makes the experience feel like winning against a large corporation. Consumers may have done well, Threshers will certainly have raised their sales without, it would seem, damaging margins too much. Everyone wins.
Communication with employees rarely goes as well. With employees having access to a wide range of communication tools, including blogs, email and texts, messages can get out into the wild and out of context, quickly. When planning how to communicate important messages to employees it’s important to be sure that the real message gets out to everyone quickly and consistently before rumours begin and message distortion occurs.
If you’d like to talk about how you can improve communication with your employees contact us. If you want a Threshers voucher or a Borders voucher, then here they are!
Who to talk to?
If you would like to pick up on any of the themes in this article, please contact:
Lynn Joy
e: lynnj@predaptive.com
t: +44 (0) 1789 734333
f: +44 (0) 1789 734401
 |
Click here if you would like us to telephone you to talk through your needs. |
 |
Click here if you would like to receive our e-newsletter |
<Back
|
