Last week, I wrote about Tim Hortons coffee, and my opinion that better java can be had from a certain brand of single-cup brewing machine. Today, I found a comment attached to that post. To save you the clickage, here is a screenshot of the missive:
I should explain that K-Cups are the single-serving coffee packs that are put into the brewing machine to make a cup of coffee. They cost about 75 cents each.
This is pretty smart marketing, and pretty dumb, too. What has obviously happened here is that the company that the “Weekly K-Cups Giveaways” link sends us to (AROMACUP) has someone (or some automated process) combing the Web looking for the word “Keurig.” Whenever they find it, they take the opportunity to plug their little K-Cup supply company. The hook is a good one, too – register for a chance to win free K-Cups. Then they’ll have your email address and possibly your leave to send relevant marketing material that you will welcome. It’s a classic permission marketing opt-in. So kudoes to them for that.
HOWEVER, I have a couple of problems with this particular execution. Number one, and I’ve ranted about this before: could you take the time to do a frickin’ grammar check?!?! Presumably, there is some person sitting in Belarus scouring the internet and posting these comments, so I understand if they’re not fluent English-speakers. (For that matter, neither are the folks who do their Web content – even though the company is ostensibly based in New Mexico, the English on the site is awful. Perhaps the fact that the company founder is named “Igor Dernov” gives a hint.) But the comment text that is presumably being cut-and-pasted on blogs all over the Web could at least be proofed by an anglophone.
Secondly, when you click on the link, it’s difficult to figure out how to enter the contest. Could be a language issue, as mentioned above, but I think it’s shadier than that. It turns out that you are supposed to leave a comment in their blog. Weird, and somehow a little creepy. My sense of admiration for a supplier that is actively seeking out perfectly targeted potential customers (like me), turns to contempt and distrust when I go to their site. So the concept is great, but the implementation is lacking.
It will be interesting to see if this post (which again contains the word “Keurig”) attracts another comment from Coffee PHD…