As it’s medication, we buy it through our vet, who sells it in 6- or 12-month packages.
The unit cost is slightly cheaper when buying 12 pills, but not enough to close the deal. It actually makes more sense from a cashflow perspective to go shopping semi-annually.
Naturally, the retailer and manufacturer both prefer I stock up now. They’ll have my money, have successfully locked out the competition for a year, and needn’t sell to me as often.
To encourage this behavior, they offered me $12 if I bought 12 pills.
I need the pills, we’re busy people, and they’ll give me $12. These points connected in my mind and I made the larger purchase.
Finding envelopes and stamps, I mail my receipt and a form to Texas. Within eight weeks I’ll receive my rebate.
Obviously this promotion did its job. But going in I know I’ll be hearing more from the manufacturer… LOTS more!
I’ll be entered into a database to receive my rebate, but that’s hardly the end of it. I’ve self-selected as someone who responds to mail-in offers, who’s persuadable to stock up, and can be bought for a few bucks.
Meaning this list with my name and (presumably) thousands of other customers will be of interest to publications, pet stores, vitamin purveyors, and other dog-related items.
Even if the manufacturer decides to respect my privacy and not share, sell, or rent my information, you can still be certain they’ll send me special coupons, offers, and information about their own product lines.
Sales promotions can be very effective for boosting short-term sales while building your mailing list to better understand your customers and their motivations for buying. You can keep that list for your own uses, or you can use the advertising after-market to generate additional revenues by renting it to others.
But if you’re the customer, recognize before sending in that response form that you’re giving someone permission to sell stuff to you. Whether or not you’ll want this stuff is a different discussion, of course, but you’re the one who’s opened the door.
It’s something to consider when you find yourself inundated with “BUY NOW!” emails.
With that said, I wish you a week of profitable marketing.
Discover sales opportunities you’re missing at www.askmrmarketing.com