Let\u2019s start with Shaw. Despite the fact the \u2018reality\u2019 show is broadcast in the timeslot-of-death that is late night Sundays, has little to no redeeming value, features Donald Trump reigning kinglike over all,\u00a0Celebrity Apprentice<\/em>\u00a0must have some fans. Just no-one I know.<\/p>\n

Anyway, it seems Shaw, for reasons known only to them, wants to push some viewers to the show because it\u2019s running a promo. Only the promo isn\u2019t much of an investment, and certainly isn\u2019t enough to drive more viewers.<\/p>\n

Enter to win two tickets to be in-studio for the season finale of\u00a0Celebrity Apprentice<\/em>\u00a0in New York. In addition, there are return flights to NYC, two nights in a hotel (no word on which one), and $500 spending money.<\/p>\n

Now, don\u2019t get me wrong. I would love to be in NYC. But two nights? It takes a day to fly there and a day to fly back. There\u2019s more time wasted travelling to and from than\u00a0in<\/em>\u00a0the actual destination.<\/p>\n

$500 spending money? What will that get you? A cab fare from the airport? You would have to be a huge fan, or desperately in need of an excuse for a few days away from work,\u00a0 to enter the contest for that feeble prize.<\/p>\n

Cynicism meter hit a 7.5 on this one.<\/strong><\/p>\n

OK. Now Canadian Tire. A scratch-and-win promo card arrives with the weekly bundle of straight-into-the-recycling doorstep-delivered flyers. \u201cScratch it at the till in the presence of the cashier. You could win $5000 in Canadian Tire gift cards.\u201d Obviously it is intended to drive store traffic. Great so far.<\/p>\n

Off we went to CT. We needed some things anyway and, quite frankly, it\u2019s easier to shop at CT on a Sunday than it is at Costco or WalMart. In other words, the promo was working \u2013 we went to CT instead of the competition. \u00a0So, hand the cashier the promo card and lo and behold…<\/p>\n

….we WIN!<\/p>\n

My wife has a huge smile. She\u2019s already digging up the backyard and building an extravagant outdoor room. But wait… the prize is not a $5000 gift card. It\u2019s a $5-off coupon for M&M Meats! That\u2019s not even a consolation prize to the consolation prize. It certainly didn\u2019t console us.<\/p>\n

Epic failure. Not only did we not win the main prize, we didn\u2019t win ANYTHING AT ALL. Instead, we were handed a coupon, which is not a gift, it\u2019s not a prize, but the opportunity to spend more money at another retailer.<\/p>\n

BAH!<\/p>\n

Cynicism meter hit a 9.5 on this one, kids!<\/strong><\/p>\n

Lesson here? If you are going to run a promotion, regardless of what the promotion is, please, please make it worthwhile. Make sure it\u2019s of value to your target market. If not, you\u2019re just annoying a lot of people who will blog about it. And people like you will read the blog and agree with it and avoid the callous, valueless promotion.<\/p>\n

Why?<\/p>\n

Because all you\u2019re doing with your penny-pinching promos is insult your customers, and making them more cynical, and giving them reason to not watch your TV shows, or buy your products.<\/p>\n","protected":false},"excerpt":{"rendered":"