“20% off everything!” from Kohl’s, “$30.00 off a $150.00 purchase” from Staples and “20% off our best available rate!” from Great Wolf Lodge were sandwiched between the Plastics News and American Printer magazines in the mail. I can’t think of anything I need at Kohl’s, I stocked up on printer ink with the prior Staples coupon and with the cost of keeping the pool heated it would drive me crazy to haul the family to Great Wolf Lodge. These offers have no impact on me because I’m not sold on the need for their products.

I think many marketers have panicked. And from this week’s holiday shopping discount mailers, they’ve also gotten lazy. Price – even during a downturn – is a significant but not the most important factor in a buying decision. Discounting in and of itself can strip a product of its value. Sell me on the product or service and the price becomes secondary.

Much more on this here.

Tags: direct mail, discount, marketing

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