Most are easy to skim into the bin, but I love my flyers for Electronic stuff!
Today Staples sent a blast about their Canada Day event which started today.
That’s cool. I went last year and bought some External Hard Drives.
This year the same model was on sale for the same price. Well the others didn’t fry out so let’s get some more! Last year I bought four of them. The flyer stated “minimum” of five per store and when I got to my local Staples here in Cornwall Ontario I was told the usual;
You just missed the last one!
As you can imagine; time is a very precious thing for me and I joked with a client offering him a free ad if he’d go grab a few for me! How many times have we been told that line about missing the last one. Is that supposed to comfort us?
The clerk; who wasn’t terribly empathetic pointed out they had five just like the flyer stated. Perhaps if they had written Maximum of 5 per store I simply wouldn’t have bothered to go and get frustrated; but of course that’s why some people would use the word minimum instead of maximum?
That’s very poor marketing. If you’re going to try and lure busy people like me into the store don’t skin us. It was the first day of the sale. There were no line ups. There barely were many customers in the store. When I walked in there were two clerks talking at the first cash with no clients.
Obviously consistent marketing like this has its results. I know how ultra competitive this industry is; but again; if you can’t make a legit offer to the public you’re probably better off not making any offer. You know, rely on your product and service…..
Marketing is a tricky thing. You always want a happy client because happy clients are in themselves the best form of advertising. It’s why some stores throw out the occasional loss leader; to bring in new clients. In this case Staples blew it. There was not overwhelming demand. They sold 5 320 gig external hard disks in about 8 hours that they probably spent more marketing dollars on than the product cost; but in marketing they always say that an unhappy client will tell 3 people.
In this case this unhappy client has probably told a few more, and of course the likelihood of me returning to Staples has diminished the chance of me responding to an ad pitch even less.
See how marketing works?
Jamie Gilcig – Editor – The Cornwall Free News
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