If you're ordinarily selling a handbag for $3,300, is the Groupon audience really your target audience? If someone can afford to pay $2,412 for this item, can they not afford to pay $3,300?
Proponents of this offer will say that an $888 discount might inspire people to make the purchase. Others may argue there are presumably very few people on Groupon looking for $2,400 handbags, and in the meantime, they are acting as a discounter, which very few high end brands aspire to be. That disconnection between their brand positioning and their promotional activity might create brand confusion among the handbag shopping audience, which ultimately may cause them to shop elsewhere.
LESSON FOR MARKETERS:
One of your most important jobs as a marketer is to figure out who your audience is, and where they make their purchase decisions. THAT'S where you advertise. Advertising elsewhere may not be a total waste, but it's certainly a less efficient use of your advertising resources.
Where do you stand? Is this a valid promotional effort that can only lead to additional sales? Or is it an offer that's not even reaching the target audience and causing brand confusion in the meantime?
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!
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