power of gifts
TRANSCRIPT
Power of Gifts: Address Labels Experiment
Gifts for the target market
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com). Please inform Scott about errors and also make suggestions ([email protected]) Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.
Adapted from AdPrin.com 2
Field experiment: Address labels
Donations for the American Disabled Veterans received a 18% response rate in a mail survey. What percent response did they get when free address labels were included?
Click to the next slide for the answer
35%
Source: See Persuasive Advertising p 84 and AdPrin.com
Adapted from AdPrin.com
Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.
For example, consider giving a gift when customers can reciprocate easily.