Blockbuster, I am calling you out for being idiots in regards to your online marketing strategy.
First off you are hitting the television hard with offers of your new â€œtotal accessâ€ video rental policy that lets users return mail ordered movies at a local store to speed up the rate at which they can rent movies. This is really good, and you should be promoting it. Second, you are also telling people that they can get a free trial of your serviceâ€¦ a needed feature, since your main competition NETFLIX offers the same thing.
So it appears as you have 2 selling points. 1, a free trial â€“ zero risk for the user, and 2 a feature that allows speedier turnaround time on the rented movies. I will even give you a 3rd, which is that you have in store coupons that can even be used for GAMES.
Now here is where you are fucking up royally. Whoever is the genius that runs your affiliate program, missed the meeting where you came up one of your selling points, THE FREE TRIAL. Why is this important you ask? Anyone who has been pushing your program or Netflix via the affiliate program cannot push that free trial. What is worse is that for a period of a month or two we were allowed.
What you are doing is diluting the message you are trying to send to your potential customers. If they navigate directly to your site they are greeted with a free trial page.
If they are just casually surfing the net, see a banner, and click through they can be greeted with a $9.99 trial offer.
What are you trying to do? Are you trying to screw yourself by having a different online message from offline, or are you trying to screw your affiliates by trying to get the users to navigate away from the $9.99 page in order to find the free trial?
Sync your stuff up.