Online Marketing Strategies – EverEffect


The Lion and The Fox

Posted in Analytics,Measurable Results by Thomas Heed on August 8, 2007

Once upon a time, there lived a hungry Lion who found it tough to acquire new customers (to eat). Possessed of an entrepreneurial spirit, he decided to advertise. He spent tens of thousands of dollars on a direct mail campaign, sending coupons to his neighbors inviting them to take advantage of a Free Lunch.

A few animals responded to the offer (about one percent), and came to visit the Lion in his den. Upon their arrival, the King of Beasts promptly devoured them.

An observant Fox quickly discovered the Lion’s trick, but kept his distance.

“Come on in for a bite,” said Mr. Lion.

“No thank you,” replied Mr. Fox. “I see a few footprints entering your establishment, but I don’t see any coming out.”

The Fox liked the Lion’s idea, but thought it needed to be fleshed out a little. He hired an Interactive Marketing Agency, and the nice people there helped him develop a strategic approach for lead generation and presented him with some killer creative to make it work.

First, the Fox threw a Jungle Block Party, and used the event to warn other animals about the Lion’s ploy. Once he had the trust of his fellow animals, it was easy for Mr. Fox to amass a huge, permission-based list of Subscribers for his email Nutritional Guide.

Next, Mr. Fox segmented his new list and emailed relevant messages to his Subscribers: Rabbits received an offer for free carrots; Squirrels an offer for free acorns; and, the local Bullfrog population an offer for free flies.

The response was overwhelming, nearly four times the weighted animal industry average! Animals — including a number of cranes lured by an offer of free minnows — flocked to Mr. Fox’s den where they received their free goodies, and were then (post-fattening up) eaten by the sly marketing exec.

Mr. Fox soon had more food than he could handle.

Fortunately, Mr. Fox’s advisors had helped him develop a post-send strategy to monetize the results of his campaign, which included the creation of a Diner’s Club for other Foxes. Membership fees alone more than covered the expense of his email initiative.

And the Lion? Mr. Fox’s warning, and the cost of his Direct Mail campaign, soon left Mr. Lion with no cash and no carrion. Word on the savannahs is that Mr. Lion was forced to accept a gig with an American Zoo to make ends meet.

The moral of our story? It takes a solid strategy to outfox your competition.

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