Oh those tricky mail promotions. This one had a scratch-off ticket called “Dash for Cash.” The consumer could win a free gas voucher, a $1000 dollar shopping spree, a vacation, or even a vehicle. Apparently, a winning ticket had three symbols in a row, but you had to go to the dealership to claim your prize. To make a long story short, the sale generated over 50 complaints to the Attorney General’s office, who then investigated and found all sorts of violations by the dealerships.
Does any of this sound familiar? I’ve done a mailer or two in my past that sounded a lot like this, so I am not going to get on my soapbox and tell you to stay away from mailers, etc. etc. But how can you conduct a sale that will generate 50 complaints to the AG’s office? That has to be some kind of record. These people must have really thought that they won something. So what’s the moral to the story? I guess if you do a mailer that really, really makes it sound like people have won something, you better either give them something or have someone waiting who is pretty smooth. 50 complaints! I just can’t get over it . . . .
You can read the original article here.
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