Start saving, buy now

27 04 2007

“Starting saving, buy now ”

That’s what the sign said.

Some marketers love this approach to sales.

Instilling a sense of urgency in the consumer, hinting that prices will never again be this low, and the added bonus that by spending money today you are actually saving money.

The marketer makes the assumption that the consumer wants to buy this product, but is waiting…for some reason.

Their hope is to push the decision-making process into the “buy now” arena, with the “threat” that prices may be rising soon.

It probably works with a consumer who is price oriented, and not too savvy in the world of advertising, marketing and promotion.

We all know that sale prices are part of a products life cycle.

Sometime, somewhere, some company or retailer will be offering the product at a discount.

Does anyone really believe that by buying now you will be saving money?

It seems to me that this advertising strategy insults the customers intelligence and common sense.

Perhaps I’m mistaken.

Maybe the businesses that use this advertising approach are really looking for customers that believe they are saving money by spending today.

Is there a consumer group out there that believes that “spending = savings” ?

Does this advertising “push” really help sales, company and brand image?

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30 04 2007
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