Seriously - internet marketing can be super powerful. It can also crash and burn super impressively. Example...
Yesterday I got this email:
It’s your opportunity to experience the difference! I am proud to announce that our Gary Rom Hairdressing brand, my signature salon group, has taken up the opportunity to be a part of Edgars’ “Top Fabulous Brands” flagship store, which recently opened its doors at Melrose Arch in Sandton.
This Gary Rom Hairdressing salon is located on the cosmetics floor, and shares company with brands such as Chanel, Lancôme, La Prairie, Estée Lauder, Clarins, etc.
The new salon is equipped with a sound-proof cabine, as are all our salons, where our clients enjoy luxurious hair treatments that moisturise and nourish their hair in a quiet, tranquil environment – a truly relaxing experience. Also, clients are able to shop in our retail section where they can select from premium hair care brands which are not normally available in department stores - like Kérastase, L’Oréal Professionnel, Redken, Redken For Men, Pureology and Mizani! And the pièce de résistance is that you have the option of charging your hair care services and product purchases to your Edgars store card!
So what’s the point? Well, I hereby formally invite you to indulge yourself at our new Gary Rom Hairdressing salon at Melrose Arch and experience this exciting new concept in South African shopping. All you have to do is forward this e-mail to 10 of your friends and be sure to copy/cc our GM, Mike - firstname.lastname@example.org – and you will receive an electronic voucher for a complimentary Kérastase ritual treatment in our sound-proof cabine, as well as a blow dry, valued at over R500!
But wait, there’s more! Once you have redeemed your voucher at Gary Rom Hairdressing at Edgars Melrose Arch, you will automatically be entered into a prize draw where one lucky winner will receive a year’s free hair services and products, valued at over R 40 000.00! This fantastic prize will be drawn live at the Edgars Melrose Arch salon at 6:00pm on Thursday 4 February 2010.
If you want to contact the new salon for any other reason apart from this promotional offer, then please contact: Gary Rom Hairdressing Edgars Melrose Arch Tel. 011 214 5805 e-mail email@example.com
Take care, Gary Rom
Shortly afterwards, it was followed by this one:
Unfortunately, this offer has been over-subscribed. Please refer to http://www.garyromhairdressing.co.za/apology.htm for more info.
If you click on the link above, it explains that they were expecting maybe 100 responses. They got 17 000. Within the first 48 hours.
It would take 16 years of working for free to get to everyone. The apology is well worded and sincere, but I'm sure the folks at Gary Rom learnt a thing or two about the power of the word "free" on the interwebs ;-)