“To incent, or not to incent: that is the question…” – Hamlet (William Shakespeare)
OK, OK. This is not exactly the line that Shakespeare put in his famous play. However, the question “to incent or not to incent?” drives through many business owners’ minds when they consider their marketing and advertising options. Business owners have a flood of options to choose – TV, radio, print, social media, email, text marketing, etc. Then they face a whole slew of questions as to how to pull off a successful marketing campaign (what copy? what imagery? etc.). On top of all that, of course, is the question: to incent or not to incent? How can you decide?