Grading the First Three Examples

Let’s take a look at how I grade Consequential Value as it applies to the first three examples I’ve posted.

Tom’s Shoes, whose business model is to give a pair of shoes to shoe-less children in foreign countries, scores a 19 on the strength of the significant consumer (and global) impact causing a high level of brand lift.
Wells Fargo and David Bach score a 14–a score that I think that will be typical of promotions that involve books. Wells Fargo’s promotion involved giving people a book about how to own a home and how that impacts a pursuit of financial stability along with seminars. In this case, both the lender’s brand and the author’ brand are affected. But the grid evaluates primarily Wells Fargo.

The Crown Plaza Hotel in Time’s Square (New York, of course) gave customers a sleep package that included a CD with soothing music and relaxation techniques, a book that provided the latest information on sleep patterns and needs, and a plastic clip to hold your drapes together. I scored them a 12, missing higher points because the promotion didn’t require the consumer to contribute to the brand’s benefit while participating in the promotion. Still, 4 points on the “benefit to consumer” side is pretty baseline for my assessments. A great promotion for both consumer and brand.