Click on the following link, read the blog post carefully and read some the blog posts it links to carefully.

And yes … I get caught up in the hype sometimes too.

http://www.estebankolsky.com/2010/07/breaking-rant-fast-company-is-incredibly-stupid

http://jeffclickhomes.com/story/ifallout

There are different types of marketing. If you are marketing your services as a home builder and you offer to give away a free iPad if someone signs a contract with you that is one thing. I have no problem seeing that as a legitimate marketing plan that produces good results. In that case an iPad is not going to adversely affect your $200000+ purchasing/actioning decision.

But marketing in a popularity or “Best of” contest is different. Whoever wins this gets to say they are “The best 2010 homebuilder as picked by Oklahoma”. And that statement would be wrong. He will use that phrase on his website and in his marketing materials to influence buyers in the future. But I have a feeling those buyers will not ever find out that to gain that title the company in question offered prizes for votes. The better phrase would be “The homebuilder with the best and most popular prize offered for votes” . How is this any different that saying to any referee of a sporting contest “Psssst. If you help my team win I’ll make it worth your while” ?

I tried to indicate how trivial/not serious it was by actually saying at the end of my post how trivial it was. And of course Jeff Click didn’t pick some hokey item. But if he did he might get a more honest sampling. How many people that don’t know his work are going to take the time to vote for him if his prize was a free oven mitt, or a $5 gift certificate to Amazon.com? Only the people that really know them and their work would take the time to vote.

Repeating what I mentioned above – I have no problem with clever marketing. And I have no problem with the work of this homebuilder or anybody behind it. My only issue here in providing incentives in exchange for popularity.

This contest is about the people’s choice, not seasoned veteran judges adhering to predetermined judging standards. And if people don’t know what to pick, an iPad incentive is marketing savvy. Marketing is about influencing perception and behavior. I think the iPad give away shows Jeff’s marketing savvy. By the way, Jeff didn’t pick some cheap hokey product to give away. He chose an iPad – probably because it fits his brand.

Have you seen his homes? I can see myself with an iPad in the middle of a Jeff Click Home living room or kitchen.

If I lived in OKC, it wouldn’t even be a question – I’d live in a Jeff Click Home. It fits my style.

I voted for Jeff Click, not because I wanted the iPad, but because I spent a day with him, learned about how he does business, and saw how amazingly different and cool his homes are. I never felt like anyone was trying to buy my vote.

In an economic climate that is pressed for disposable income, I applaud any business giving away products or services to consumers – for any reason.

I think it’s great you’ve shared your perspective. I happen to share a perspective on the opposite side of the coin.