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December 1, 2010 / jasonpinto

Say Cheese

Yesterday, I talked a bit about how encouraging user-generated content can add a level of interactivity to your online marketing efforts.

If you are looking for ways to do that, here is one example. I received the following email today in my inbox:

Throughout the email, they help to turn the focus on you, the recipient.

Oftentimes, emails that are sent out by companies are all about them. In some cases, this is important. We need people to know about our products, services, stores, deals, and more.

But to encourage user-generated content, the focus of our message certainly needs to be on the people receiving the email. I think that Bertucci’s accomplished this successfully with the pictures they used and also the text.

They provide incentive for people to participate in the contest. The instructions to enter sound pretty straightforward too. But they also put in the extra effort to help people truly realize how easy it is.

By putting a picture of someone posing within the rules, they enable their recipient to visualize how they could accomplish the same thing.
(The lesson there — when we announce a contest of some sort, we may experience greater success by seeding photos, videos, or text that provide an example of what an entry should look like.)

Will everyone on their email list participate? Of course not… But I, for one, am now highly tempted to make Bertucci’s and a camera phone part of this upcoming weekend’s plans.


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