Fuelnet.com
In a recent article, the New York Times described how the chief executive of Kraft generated a high response to a survey by attaching a $1 bill. The tactic is based on the principle of reciprocity: I do something for you, you do something for me. Direct marketers have used it for decades — and it continues to work today.
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But are there other incentives for getting a positive response to your brand-building efforts? Offering genuinely valuable information is one of the best ways to strengthen bonds with existing customers and reach out to new ones.
By Ken Beaulieu, Fuelnet.com, October 26th 2009