Here’s another great example of a simple Translinear tactic that draws the consumer neatly from curious browser to prospect.
Understand that I like watches. I mean, generations of skin cells on my left wrist have lived and died without ever feeling the warmth of the sun. So I spend more than a little time reading about watches online.
Here, a company called Cadence has asked consumers to help choose the design for their next watch. Several companies, including several watchmakers, have used this trick before. Mountain Dew, purveyors of a soft drink that looks suspiciously like pee, held a contest to determine their next flavor. Which looks like, well, see for yourself:
As I said, watchmakers have done this, too, asking for feedback from watch nuts and producing some of their ideas. Crazy digital watchmaker Tokyoflash requested designs from anyone with a pencil and a sketchbook and produced this, um, gem, from a 15-year-old:
Cadence, however, did something at once engaging and simple. Clicking on the voting link takes the user to a very simple page: vote on Design A or Design B.
Voting on either choice opens up a very simple form that thanks the user for his/her vote and asks the user to submit a name, email address and postal address to let him/her know when the watch will be ready to ship. Simple, clear and, I think, effective.
I voted for black.