With our Presidential campaign in full swing, Americans could easily begin to feel a bit leery of anyone waving the flag too hard, and rightly so.
However, it doesn’t take much for a marketer to do something patriotic, appropriate and (probably) profitable. Here’s an example:
This is what you see when your kids watch Nickelodeon 16 hours per day
In the current jargon, CloudPets are connected stuffed animals. As in, the toys have a wifi-enabled memory chip in them that allows a parent to record a brief message for his or her child on a cellphone and then have the child listen via the inbuilt speaker. The DRTV spot shows a parent on a business trip recording a good night message on his phone that the child (happily, obviously) receives at home.
Notice the circled offer in the image above: free shipping for active-duty military.
Regular shipping and handling costs the buyer $6.99, which represents mostly profit for the seller. The manufacturer can well afford to give away the cost for the relatively few military families who will take up the offer. Saving seven bucks on a moderately-priced toy does not–and cannot–fully compensate the families of our armed services members, but it still represents a nice gesture. It gives non-military families a sense that CloudPets has good priorities. I couldn’t say that the offer drives incremental sales (perhaps they’ve tested it), but a little goodwill goes a long way.
At the same time, CloudPets deserves kudos for making the offer without making a huge deal about it. They offer this simple, patriotic gesture without acting as if they had raised the flag on Iwo Jima.