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The sweet tooth of marketing
Have more than a few discount offers in your inbox today? No surprise. They’re a conventional marketer’s favorite ploy, especially this time of year. Maybe you’ve tried offering a few yourself? Consider this: frequent discount offers are like cheap candy. Those tantalizing tactics of slashed prices, half-off everything or two-for-one teasers are hard to resist. But like a sugar addict, your customer may end up with calories she didn’t need and as much loyalty to you as anyone else who can provide a sweet fix of a deal.
Another approach is to build a relationship based on value. What can you offer that nourishes instead? Rather than throwing out the gooey goodies to get your piece of the holiday spending pie, why not bake a hearty loaf your customers can really digest.
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