During Black Friday the new Rhianna album Rated R was available for $3.99 on Amazon.com. You could also have used a $3 e-voucher which meant for the princely sum of $0.99 you would get the album. Is this a great deal or does it make me question if the album is any good or not ?
For any brand this is a slippery downward slope..Rhianna may have sold lots of copies, but is the consumer being conditioned to value her product for less in the future ?
The GPS manufacturers such as Garmin and Tom Tom are having a severely tough time of maintaining the (premium) value of their products as price competition drives down the $$ value of each and every product innovation in days ...let alone weeks, as reported by daily finance.
Value for me experiences
Spending time building engaging (value for me) experiences for consumers is a way out of this challenge - with a front of mind brand being Apple.
Less obvious and more interesting examples from Fox such as "24", and the band Sade are case studies of how to achieve this by 'cultivating' their fans.
You wont find these cases in the marketing books or too many blogs.....yet, but I may just have to change that....
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