Why is a strategy more important than a tactic?

The fizzy soft drink with mixed fruits; Vimto, changed from cordial to carbonated in recent years- probably the reason for them undergoing this new crazy and fun brand personality. Well it definitely suits them. Everything about the brand has improved including their social interaction.

Customers can now play games on their website, tweet Vimto consumption in real time, and have Vimto’s humorous jokes updated on their Facebook news feed. All of which help engage their audience into liking the brand, and once a person likes Vimto, they become more assertive and more likely to say ‘yes’ to the products. 

For example, Vimto’s latest Facebook update is likely to make consumers laugh. By doing just that they are thinking good thoughts about Vimto, and when they think drink, they are likely to associate it with Vimto. It really does depend on how persuasive a brand is with their social content.

However, after returning home from work this evening I was surprised to find a new approach from Vimto. Direct mail with the print ‘Get your FREE squash’ and all you have to do is leave the bag outside your door with your house number on it’. Is this persuasive communication?

Don’t get me wrong, I am all for promotional giveaways, in fact I recently blogged about Starbucks and how giving away freebies is a great way to manage customer relationships. We all feel exclusive with a freebie, but as a marketer I don’t think Vimto have considered if this tactic is going to produce positive response, and above all a relatively enduring attitude.

Straight away I checked Vimto’s online channels- to find out more, but it has not been advertised which to me is strange. If this was a marketing strategy surely the brand would have considered diverting traffic to their website, Facebook & Twitter to become everlasting customers? Or even take the name and number for the purpose of their database and send each person future e-mails?

I sound like an absolute bore who is not at all impressed with a free bottle of squash, which is not the case, I know what Vimto are trying to achieve and it could potentially work, but I am thinking along the lines of a marketer not a consumer. This is a great example of a tactic and not a strategy.

 It is quite difficult for any brand to target potential consumers at their home and expect a positive enduring attitude straight away. A brand needs to motivate the consumer and give them a message to think about. Without this push people will resist the kindness- in the same way I did. Or perhaps I was unmotivated towards Vimto because I did not have a chance to 'like' the brand and gain credibility towards the brand?

What do you think about this 'Free squash'. Tactic or strategy?