What to Know About Offering Incentives to Generate Leads
The business mantra of “build it, and they will come” tends to be a hit-or-miss proposition. For example, Ford Motor Co. released its vigorously marketed Edsel “car of the future” in late 1957. Sales were so bad that Ford lost the equivalent of $2 billion in today’s dollars within two years and cemented the Edsel’s reputation as the still-held biggest failure in American marketing. Failure so bad that, along with reference to being a car, Edsel is defined by Webster’s dictionary as a product that “fails to gain public acceptance despite high expectations, costly promotional efforts, etc.”