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Direct Response Marketing

Facebook Launches DR Ad Units

9 Sep, 2009 Response This Week

One of the first users of the new ad unit offer is fast-food restaurant Chick-Fil-A. The ad looks like a typical Facebook link, but it also has a call-to-action button, that when clicked on, solicits the user’s shipping address. When filled out, the customer gets a free chicken biscuit in return.

“Marketers can actually get real products into people’s hands, so when you are trying to give someone a taste for what you are offering, it is much more powerful,” says David Berkowitz, senior director of emerging media and innovation at digital marketing agency 360i.

Researchers have placed survey ads on the homepage ad slot before, but the free sample ad slot is presented in a pop-up, over the News Feed, and users can propagate information, make the form a part of his or profile and share the action with friends.

According to Forrester Research’s Principal Analyst Nate Elliott, a DR ad unit will benefit retailers. “If a marketer is looking to launch a new product, or change a consumer’s opinion of a product,” he says, “then [sampling] is a good strategy.”

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