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Despite the weird pop-culture fascination with Extreme Couponing, there is such a thing as too much coupon, and CVS Pharmacy is likely to hear about it soon. Want to witness an Internet meme on the verge of explosion? Pictures and videos of people holding floor-grazing scrolls of printed coupons abound. And this image pretty much speaks for itself.
Yes, the nationwide pharmacy is potentially on the verge of becoming the butt of an all-too-accessible and unflattering meme. But instead of calling in the PR crisis team, or chopping those receipts down and cutting the meme—and consumer fun—short, I suggest another approach entirely. CVS ought to seize the content marketing opportunity this snafu affords its brand. Taking the high and much more fun road will score the company some free publicity with a minimal amount of legwork.
Other brands pay top dollar for the same kind of user-generated content that CVS currently has at its disposal. The nationwide pharmacy would be wise to sponsor a compilation of a few choice receipts: A Tumblr of some of the most audaciously long receipts, a video poised for virality incorporating homemade Instagram clips might I suggest the Star Wars theme song to accompany this great Instavideo? Of course, sponsoring any project of this ilk ought to serve as catalyst for a company-wide environmental initiative wherein participants can recycle their receipts and sign up for a new digital-based savings program.
The result? More brand awareness, increased public corporate responsibility, and a way to co-opt organic user-generated content as part of a creative marketing strategy. But the best part is: That kind of direct engagement goes a long way in establishing and maintaining brand loyalty. Thus far, the receipt-shaming is mostly lighthearted and in good fun. That kind of feedback—despite the scorned savings-overkill of its receipts—is priceless. With instant access to immediate audiences, online ire can do significant brand damage in the amount of time it takes consumers to choose an Instagram filter.
CVS cashier: So when patrons launch grassroot memes at the expense of brands, companies ought to leverage the lolz, be confident enough to poke fun at themselves, and transform digital mockery into serious brand loyalty. With a few smart moves, and a little bit of humor, CVS Pharmacy could be at the forefront of a very impressive—and better yet, successful—marketing movement.
TheMichaelRock May 7, Dear CVS, after purchasing 2 things why is receipt 4 6 ? Group SJR is a digital consultancy specializing in insights, content creation, curation and audience development. Flickr user Harris Walker ]. By Katie Manderfield 3 minute Read. Impact Impact Can spreading tiny glass beads on the Arctic ice keep it from melting? Design Co. Design These tiny homes for ladybugs and spiders are designed to help them thrive Co. Design How bacteria could make our infrastructure stronger.
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This is no laughing matter. Jimmy Kimmel Live. But after speaking with several CVS employees, it s clear that for every detractor of the comically long receipts there are out there, there are far more fans. Hence, it is a little incentive to help them stock up. The receipts are commonly lampooned online for their absurd length. They ve also become a talk show fixture. The comedian even invited then-President Barack Obama on the show to ask about the coupons. Can you do something about this? As the receipt memes piled up, marketing experts saw that CVS could transform this meme into a powerful brand moment. The next year, the pharmacy did just that. Then-CVS president Helena Foulkes, as a surprise guest, announced to Kimmel s audience that customers would be able to receive their receipts digitally instead. CVS s then-President Helena Foulkes went on Jimmy Kimmel Live in to announce that customers would have the opportunity to opt-out of receiving paper receipts. Two years later, the long receipts live on. According to five current CVS employees from around the country, around five or six out of ten customers use the receipts coupons. CVS ExtraBucks, which give you a discount on your entire order, are the most commonly used, according to employees.
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