Nov 20 2008
Point/Counterpoint: Should We Go Frugal?
Every so often, Ben and Erin disagree on approaches to email marketing and need to put their respective thoughts down on paper. Who do you think has a more valid point?
Counterpoint: Despite the current economic crisis, marketers should not bombard their customers with more “doom-and-gloom” scenarios, especially high-end businesses that risk diluting their brand with lower-end offers.
Ben’s first point is exactly correct – everyone knows the challenges facing their consumers right now, and consumers are well aware of the need to save money, which is why, in my opinion, there is no need to add to the gloom by reminding them of tough times. In fact, relying on bad news to sell a product and identifying with the recession can significantly devalue a brand’s image and long-term revenue.
Don’t get me wrong – for the retailers who make deep discounting and penny saving a major focus of their typical marketing plan, by all means, carry-on! But for luxury brands, high-end retailers and thousands of other businesses who have based their entire messaging strategy around high standards of excellence and exclusive sales and specials, don’t compromise your entire communication plan for something as unstable as the current state of our economy.
