Yes: Value Prostitutions. These are different than genuine value propositions because they are all about 1) bargain pricing ("But wait.....if you order now, we'll send you a second drain unclogger absolutely free!) and a 2) false call to action ("Only if you call within the next 20 minutes..."). It is obvious that the "limited time only" is not an actual time limitation at all. You'll see the same ad and offer the following night if you are watching reruns of cable TV filler. Sometimes, they'll even say that the product (i.e., an electromagnetic, GPS-enhanced, tick and flea control dog collar) is in "limited supply!" Get YOURS while supplies last.
This type of value prostitution does lure a number of hyper-imaginative, ignorant and impulsive buyers (insomniacs with telephones and almost-maxed-out credit cards) to place their orders ["You'll want to grab a pen and write this number down!"] especially during its first few weeks of airing, the ultimate message starts to be:
- These things cost us nothing, so we can practically give them away because our markup is enormous;
- The quality is not that good. These things might look good on TV, but they're flimsy pieces of junk when you actually receive them. You'll need two for when the first one falls apart, melts, or disintegrates;
- We, as the producers of this infomercial, think that you're stupid, and that you are easily persuaded by an offer that appears "too good to be true."
These opportunistic infomercialists never run a campaign regarding a product for very long. And now you know why. A value proposition lives longer and stays stronger than a value prostitution, which latter strategy is just a means of scooping up the "low-hanging fruit" in the consumer sector. A credible firm can destroy its brand with this type of bargain-basement hucksterism.
I would say more, but I am now helping my wife arrange our spices in this dandy new carcinogenic plastic-like spice rack. It's a real space-saver, and we got two of them! The second was free, except for a slight handling charge.
Bargains may initially appear magnetic, but in the longer-term, they can severely and often irreparably devalue your brand.
Douglas E. Castle
Visit us at http://MadMarketingTactics.blogspot.com
0 comments:
Post a Comment