Does Spam’s web site (www.spam.com) incite a customer to action? According to Roberts (2008), a marketing program has three action objectives to incite a customer to action: Keep the customer on the site longer, create a desire by the customer to request addition information about services or products, and achieve a sale. Spam does a relatively good job on meeting a couple of Roberts objectives. The following is a list of what Spam has done well:
- · Spam homepage has the following in the middle: Upload recipes, print Spam coupons, and get great recipes tips. Roberts suggests that a firm should encourage customers to remain on the site longer and explore more of what the company has to offer (Roberts, 86). The homepage meets the criteria by enticing customers to look at coupons and recipes.
- · Spam offers coupons for its products. Although customers can purchases items through the site, such as caps and toys, the main incentive is the offer of coupons. Roberts suggests that tangible incentives should be related to the product (Roberts, 87). The coupon feature, even though the site led to a Spam and pasta contest, is an example of a tangible incentive, which could ultimately result in the sale of the product.
Recommendations: Spam site doesn’t encourage customers to request additional information. The site does provide recipe options, which might be seen as a way to encourage customers to look at additional information about the product. There is a link for “Join the Spam Fan Club” but it’s hidden in the Fun and Games sections. Spam may want to consider adding this link or something similar to the main homepage.
I agree they do hit some of Roberts points about inciting a customer to action but when I visited the site I was somewhat put off by having to search to find out what exactly the product was. Customers online are seekign up front and immediate answers, they do not have the patience to delve into something they have no idea what it is. This site would be more for those with recreational search behavior as described by Roberts (2008). Spam could boost their initial customer awareness of their product by having a short description blurb in a prominant place on the page. Roberts (2008), states that building awareness can be very brief. I am not sure if Spam has any initial awareness building on their page, other than the text on the packaging, there is no full image of what thier product actually looks like on the initial page.
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