Friday, April 29, 2011

Backfire marketing - run a cycling-related competition that excludes NSW, Belgium, Norway, Sweden, India, Rhode Island, New York, Florida, Puerto Rico...

Don't you love seemingly global competitions that deep down in the fine print exclude significant populations? Yes, I understand national and state laws are the usual "reason" for this but somehow I think it could be worked around a bit better, or at least made more obvious. Otherwise readers just waste their time looking at web pages and filling out forms. And whilst that's the point of this marketing exercise anyway it does set in train some negative feelings when you realise that you've just done what they wanted - for little or no return. You aren't likely to win anyway but in fact you were never even eligible. Sucked in, as they say.   

CyclingNews is a familiar culprit and they are up to it again with this Specialized comp (and I like and use Specialized gear, by the way):

Rules - Win Specialized Bikes Gear with Cyclingnews.com
6. Unless otherwise stated, each Competition is open to all who are 18 years and over, except: 6.1 residents of Belgium, Norway, Sweden, India, Rhode Island, New York, Florida and Puerto Rico, New South Wales (Australia) and any country embargoed by the United States

Not forgetting this catch-all that doesn't apply in the case above but is another nagging irritant, especially given that CyclingNews started in NSW, Australia in the first place:

FutureNet - Competition Rules
Unless otherwise stated, each Competition is open to all GB residents of 18 years and over, except employees of: (a) the Company; and (b) any third party appointed by the Company to organise and/or manage the Competition; and (c) the Competition sponsor(s).

Grrrr. I must move on and get a life.