The Integration Point: a credit card terminal at a retail PetSmart location.
The UMV: a $1 donation to help homeless pets.
What makes this such a great example is that the upsell is integrated right into the credit card terminal's menu, so just before you complete your transaction, a simple, yet powerful question:
The power is in how easy it is for the customer to pay for the UMV. The customer only has to spend a few seconds reading a question, and then must answer YES or NO, and he's done.
This particular example of integration marketing is successful for three reasons: the store's credibility, it's for a good cause, and it's so inexpensive, most customers won't even feel the pain of spending an extra dollar.
Dan Stanley
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