Dec 15 2008
Blind Item: What brand is advertising value and luxury?
Can you guess which company sent an email campaign featuring a luxury image and a value offering within the same message?
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Loading ...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.
Nov 18 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?
Point: As marketers face the current economic crisis, now is the time to start stressing the concepts of value, frugality, and smart purchases in your email campaigns.
Everyone knows the challenges facing their customers right now — shrinking consumer confidence against a backdrop of global economic uncertainty — so why pretend it’s not an issue? Let’s face it: things are really crazy out there in the real world. Record declines in retail sales! Shrinking home values! The end of TRL on MTV! Spam is on the rise! (the edible kind, at least) Dogs and cats, living together…mass hysteria!
Ok, well maybe that last one came from the 1984 movie Ghostbusters, but many of these fears are in fact justified.
