Dave Harries: Grant we’re talking about the 5 Fs in terms of content and I want now to turn to the third on my list which is fortune. Tell me about fortune in this context.
Grant Leboff: The fortune is really just the opportunity that people have to make money, win something, save money. I’ll give you an example, it could be a hugely brilliant discount offer around Christmas time or something else. Almost impossible to resist because it’s so good. That would be about fortune – winning something. You often see for lifestyle brands where you do something you can win an iPad or you can win whatever it is. That gets people very, very excited. The opportunity to make some money, to win something, win a competition. It can be a holiday photograph competition. There’s a holiday prize at the end or whatever else.
It’s those prizes that you can get. It’s the way to make money or save money and again it’s relevant for certain types of brands and certain types of companies. Not right for everyone.
Dave Harries: I was going to ask you that because sometimes when you see those sort of offers, special offers online or prizes online, it can almost devalue a brand if you’re not careful, I would guess.
Grant Leboff: Absolutely right. It’s like any of these things, it’s appropriate for the right brands at the right time and it’s not appropriate for everyone. What we’re saying about the 5 Fs, definitely is not every company should be utilizing all five or that there might be one or two they can, but it is another compartment which for some companies will work very well.
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