In Focus

3 brands with winning discount strategies

Tony Bombacino
Media Planning & Buying Posted on October 08, 2008

Omaha Steaks

Omaha Steaks is a brand that first captured my attention about 10 years ago with its quality but affordable steaks. From there, the company maintained my interest with its targeted direct mail pieces, use of customer data to deliver personalized in-store experiences and its ability to offer relevant, timely specials that always left me wanting more. My personal experiences aside, what we can learn from Omaha has a lot to do with personalization, fulfilling brand promise and positioning -- and a lot less to do with discounting.

Again, this marketer crowns itself by saying, "When only the best will do... Omaha Steaks." The company sells the experience through appealing imagery and smartly written text. And oh, by the way, the company has great prices and if you act now, buy more or tell a friend, you'll save even more. Somehow, the company still leaves me feeling lucky every time I get eight free steak burgers with my order.

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Comments

Sean Cheyney
Sean Cheyney October 8, 2008 at 3:05 PM

Absolutely excellent article illustrating the examples of who's doing things right. Companies like the ones you show understand how to discount properly without cheapening their brand.

In terms of the first comment here, he's off base. First, most people don't want to scroll down in one endless page. Second, the top notch content you'll find on this site (like your article) each and every day is freely available to anyone who wants to consume it. People are very naive if they think the content is not going to be ad supported. The content, including the advertising layout on this website, are very professionally done.

Finally, as a part of the advertising and marketing community, I'd be laughing and scratching my head if iMedia didn't take advantage of the opportunity to showcase the first class array of sponsors that flock to iMedia.

Carlos Hernandez
Carlos Hernandez October 8, 2008 at 10:39 AM

It is unfortuante that your well thought out blog post is spread out admidst three web pages.

The publisher's motive appears to be manipulative so one is exposed to ads.

I stopped reading once the tactice became evident.

Where else do you have your work published so I may read it in professional manner?