Post by Micro on Aug 26, 2011 7:02:45 GMT -5
As the current TRU Vince mail-away promotion nears its end, I think about what I feel worked and what didn't. I hope this is a successful promo for both TRU and Mattel, something that encourages future exclusive offerings, but I can't help but feel that some things were off. I feel that they could've maximized their profits if certain details were tweaked.
So if Mattel ever does another mail-away promo, here's what I suggest...
1. Don't make the customers rely only on a single online site. It required a lot of research to even determine what figures were eligible for Vince and the official website was the only way to get an order form. The order form for Vince was not user-friendly, either. The rules say you have to send a printed form but you had to place an order to be able to see it! It would've been nice if TRU had order forms and official rules that they could hand out, as well as mentioning this promotion on their own website. I talked to a couple of store managers about this promo when it started. None of them knew anything about it and they couldn't look it up because it wasn't on TRU's website.
2. Eliminate specific figure eligibility requirements altogether! Instead of placing so many limits on what figures count, or including figures that won't even show up within the promo timeframe, just have all Mattel WWE toys count. Everything from Basics to Rumblers to Elites to All Stars to Playsets to Legends to FlexForce to Kids Belts should count! Why limit this promotion to only one type of collector?
So how do you determine how many items qualify?
3. Set the eligibility as a fixed price. Instead of requiring 4 figures, which can cost differently depending on what type you get, just set it as a certain amount spent on WWE toys. For example, for every $50 you spend, you qualify for a mail-away figure! Sure, it can be a bit of paperwork hassle, with all the different receipts and UPC's submitted, but a LOT more product would get sold. Personally, I'd be more tempted to make impulse buys if I knew every dollar amount I spent counted.
I realize that these types of details are probably not the sort of thing that Bill and the MDT handle but if you guys think these are good suggestions, feel free to pass them along to the appropriate team!
So if Mattel ever does another mail-away promo, here's what I suggest...
1. Don't make the customers rely only on a single online site. It required a lot of research to even determine what figures were eligible for Vince and the official website was the only way to get an order form. The order form for Vince was not user-friendly, either. The rules say you have to send a printed form but you had to place an order to be able to see it! It would've been nice if TRU had order forms and official rules that they could hand out, as well as mentioning this promotion on their own website. I talked to a couple of store managers about this promo when it started. None of them knew anything about it and they couldn't look it up because it wasn't on TRU's website.
2. Eliminate specific figure eligibility requirements altogether! Instead of placing so many limits on what figures count, or including figures that won't even show up within the promo timeframe, just have all Mattel WWE toys count. Everything from Basics to Rumblers to Elites to All Stars to Playsets to Legends to FlexForce to Kids Belts should count! Why limit this promotion to only one type of collector?
So how do you determine how many items qualify?
3. Set the eligibility as a fixed price. Instead of requiring 4 figures, which can cost differently depending on what type you get, just set it as a certain amount spent on WWE toys. For example, for every $50 you spend, you qualify for a mail-away figure! Sure, it can be a bit of paperwork hassle, with all the different receipts and UPC's submitted, but a LOT more product would get sold. Personally, I'd be more tempted to make impulse buys if I knew every dollar amount I spent counted.
I realize that these types of details are probably not the sort of thing that Bill and the MDT handle but if you guys think these are good suggestions, feel free to pass them along to the appropriate team!
