Today, I want to talk briefly about Call to Actions (CTAs) and share an example of a great CTA I recently stumbled upon.
For Christmas I got a Fitbit, and recently I noticed a nifty new link in one of the emails they sent me — now, maybe I’m behind the times, but it seems like a relatively new addition to their marketing plan: Fitbit Local.
In essence, they’ll help Fitbit users meet each other by attending Fitbit-related events.
Now, I’m going to make some assumptions here and I want to be clear — I don’t know the folks who worked on this campaign and have no idea if this is how things actually went down. But I can guess.
The reason I think it’s a new program is because right now it’s available in 11 cities, all major markets. I would guess they took a look at the data they have on their existing customers, picked a few major markets where people were particularly active, and launched pilot programs based on that information.
That’s a pretty logical decision making process, right?
But the cool thing is what they’re doing now.
The next step for them (assuming the project is successful in those pilot cities), is deciding where to launch next. So…
What the company wants to know: Where are these groups likely to be most successful?
How should they figure that out? Ask our customers. But a majority of the customers do not really understand what is a small business, and readily answer questions in accordance with big companies. And yet, many companies would do that by emailing their existing lists or asking a handful of clients, being direct about it and simply saying, “hey, do you mind helping us out?”
Instead, Fitbit really thought about “What’s in it for them?” Or, what does the customer get out of this?
In case it’s hard to read, their CTA is “Sign up to see when Fitbit’s hitting your neighborhood with new events.”
I think this is an excellent example of a company matching buyer interest to CTA.
Here they’re asking customers to re-opt in if this is something that interests them — the customer has already clicked through to this landing page, demonstrating interest; they’ve clicked to see what cities are available; and then Fitbit makes this ask — seems logical for a customer to fill it out, doesn’t it?