In Focus

3 brands with winning discount strategies

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

Ready, set, discount... or not

As can be said of many things, just because you can discount your product or service doesn't mean you should. There is a time and a place for discounting, and it either works or it doesn't. Discounts can feel forced, desperate or over the top -- or they can feel like an integrated token of thanks that customers feel fortunate, rather than entitled, to receive.

Ultimately, brands and their marketers have a choice. You can discount your brand by discounting your products the wrong way, or you can constantly seek to build brand equity by delivering on your brand promise while discounting your products along the way. Good luck!

Tony Bombacino is chief marketing officer at Restaurant.com.

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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?