A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

I received an offer from NetFlix, offering a $20 gift card toward Dale and Thomas gourmet popcorn if I signed up for a free trial. Maybe I'm not up on my popcorn brands but I've never heard of Dale and Thomas popcorn. I polled several other people and none of them had heard of it either. Unfortunately, trying Dale and Thomas popcorn is not high on my list of priorities. The point here is that by choosing an obscure brand to partner with, means Netflix's offer will not be relevant to a portion (possibly a significant portion) of their audience, likely producing a lower response than other offers they may be testing. On the other side of the coin, I do applaud Netflix for the aggressive offer testing they apparently conduct in the marketplace. It's an old adage, but the best way to improve response is to test-test-test.