The other day I received an email from a colleague, telling me about a new and interesting social/networking group starting up. It sounded great:
MEMBERSHIP IS FREE!
Become a Member and ACCESS:
Outstanding contemporary theatre
New social circles
Exciting and unique events!
“Wow” I thought to myself,” this sounds fantastic – I love the arts, I love meeting new people – sign me up!”
So I went through the process, gave a bunch of my information and submitted my form online, only then to be taken to a page where it tells me that members of this new group are expected to make a minimum “donation” of $75 per year.
Now, you’re probably thinking, $75 per year, what’s the big deal? Don’t get me wrong, I know that arts groups need support and need to fundraise and that $75 isn’t a ton, but it’s all about how the message was delivered. On the email message I received, this opportunity was touted as FREE in big bold letters. Getting the “true” message after the sign up felt a bit sneaky, and I didn’t like the taste it left in my mouth.
When building your next marketing campaign, don’t forget to think beyond the initial impression but also to the lasting feeling you will leave with your target audience.