Social Rewards & Half Price Sushi
Humans are funny creatures, we’re mainly lazy with a large dose of couldn’t care less thrown in for good measure.
Unless of course there’s something in it for us. This is a good thing for Brands because we know how to get people to do things: provide enough incentive and people will do just about anything you want them to.
The current form of leveraging behavioural change is called Social Rewarding — rewarding behaviour changes with some small incentive or the potential of a larger incentive, it depends on the nature of the promotion and the budget. “Like and share and win a Teddy Bear” or some other incentive to increase reach and the other new buzz word, “Talkability”.
This is not a new concept, CRM has been doing this in real life format for over half a century, Added-Value was the buzz word for most of the nineties and noughties.
Perhaps then this is where we should look to for the lessons and realise that there is only one possible outcome of Social Rewarding: Half Price Sushi.
Half Price Sushi stems from the truth that no one ever buys full price sushi anymore, everyone waits for the half price deal, which at most restaurants is full time, half price.
Sushi has been devalued, it’s Brand image reduced to half price, the poor cousin of fried noodles and pizzas with too many toppings and double thick bases.
This is the fate of Social Rewarding for Fans and Brand Advocates. Without the (now) expected reward and added incentive, consumers do no feel brand loyal, they move on to the next thing, the better offer, the bigger prize.
The very concept of someone having an actual opinion and preference are now swayed by “what else do I get”?
It’s a slippery and understandably necessary slope which all Brands have to negotiate, it is the way the game is being played at the moment.
But to what end? Let’s be very careful here, let’s scrutinise the product, the Brand and the core offering before jumping into Social Rewarding and turning your brand into Half Price Sushi.