Should Integrators Give Out Gift Cards?

JH
John Honovich
Jun 05, 2017
IPVM

The "Security Marketing Guru" has a post advocating giving out gift cards, saying:

The gift cards are viewed to be much more valuable than a simple coupon or a discount – or even a free monitoring offer. They look like a real gift card and, for all practical purposes, customers treat them like a real gift card.

The only difference is the security dealer gives the card specific uses, for example, “good for new security installation or security upgrades, one use only, not valid with other offers.” This is spelled out on the back of the card to keep the offer from getting abused.

What do you think?

JH
John Honovich
Jun 05, 2017
IPVM

My gut feel is that this is really a coupon in a shallow disguise. 

Gift cards for restaurants or retail stores are generally things that can be used with no or minimal cash used (i.e., a $50 gift card for dinner or clothing, etc.).

But even if you give a $100 or $200 gift card for security integration services, it does not really cover much of anything.

That said, perhaps some people would like it. Curious to hear thoughts here.

Avatar
Brian Karas
Jun 05, 2017
IPVM

IMO, these are a cheap gimmick.

Anytime a company hands out $50/$100/$200/etc. "gift cards" like this, it tells me two things:

1) The product/service is going to be very expensive

2) The company has a lot of margin built into the price, and I am probably going to be forced to listen to some kind of lengthy sales pitch about how their everyday product is really unique and spectacular, when it is not, and then also really grind them down on the price.

 

I think these are one way to get customers to call you, making them think they are holding onto something truly valuable. That being said, it might work for that segment of customers that loves to get "a sweet deal", but you also run the risk of other customers writing you off as a tacky over-priced operation.

 

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