“Spend” The Night?
Do you get lured into the hype of “Black Friday”? I don’t know how we did it in the past when stores did not open at 4:00 AM the day after Thanksgiving. I mean, back then you had to wait until 10:00 AM to go to the mall.
I don’t understand the excitement of getting out of the house before sunrise to buy stuff that I could have bought two days earlier without having to stand in line outside – just to get in the store – much less fight a crowd of frothing shoppers. That is why I make a point NOT to go into a store on the Friday after Thanksgiving – and I really try to avoid Saturday as well.
Now, I know there is the promise of huge savings and limited supplies that get folks out of an otherwise toasty bed to head out into the night. However, I recognize they have been subjected a wildly successful marketing scheme designed to create the illusion of NEED to get out to the stores so EARLY. After all, no sale would be as good if the store were to open at 10AM.
Think about it, these sales all have names that create an anticipation to get you out early to start spending money: “Early Bird”, “Door Buster”, and “Morning Madness”. I mean, a “Door Buster” sale has to be worth getting up at 2AM, otherwise you are not with the “in” crowd and you are subject to having to attend a “Since You’ve Slept In – You Now Have To Pay Too Much, You Moron” sale.
I for one am not buying – literally or figuratively. However, I am observing to see what I can learn. A perfect example of creating frenzy happens when a certain photography school decides that registration starts at Midnight on Jan. 2nd? Doesn’t that create a lot more buzz than simply saying registration is now open?
It’s the same with a popular senior portrait promotion where a studio will send out a mailer which says something to the effect, “the phone lines are going to open on a specific date at 9AM to begin booking senior sessions – and don’t bother calling early because we won’t start booking until that time.”
All in all, these tactics are used to “create a high demand for a limited supply”. (If you don’t get to our store at 2AM – you are going to miss a bargain on our foot massagers!) This is what great marketing does. One of my early heroes in photography was Charles Lewis who still teaches that very message. (Not bargain foot massagers but building demand.)
Your goal for marketing should be to create a desire to own your product. If you are not doing this successfully, then you have a great opportunity to attend one of my exciting workshops which focuses on this very issue. Visit www.PhotoProWorkshops.com for dates and times, but be warned – registration begins at 4AM and supplies are limited!