I had seen enough advertising for A Touch of Modern on Facebook recently (more on that - the power of Facebook advertising - in another post) that I decided to check them out as part of my Cyber Monday shopping. The image above is a screen capture of their home page.
You will notice that you need to provide your email address or Facebook profile information in order to enter the site.
I think I get the premise: that brands want to deepen their relationships with online shoppers like me, presumably to provide me with ongoing value, and that this is a way to get that relationship started. But don't you think that's a bit early to be asking for my personal information? I haven't even been on the site yet!
Don't they need to buy me dinner first?
LESSON FOR MARKETERS
Provide open access to your brand and the value you offer. Then, once you've demonstrated that value, ask consumers if they'd like a relationship. Furthermore, there needs to be a value exchange: "In exchange for your contact information, we, Brand X, will offer the following, exclusive value..."
How willing would you be to blindly offer personal information just to get to the home page of a web site? Comment below!
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!