Good morning,
At last week’s Propel conference, many speakers mentioned “discounting” in the industry as being the Devil’s work. It certainly can, at times, seem like a race to the bottom; this week alone I have had over 20 vouchers/discount offers land in my inbox.
The point I make to our clients is that if you know your customers well enough, then you shouldn’t have to blanket discount because you can target your marketing instead.
But am I wrong (it has happened once before…)? We asked the members of KAMunity how likely they were to choose a pub/bar based solely on the type of “drink deals” available there.
14% told us that they were very likely to, 20% fairly likely to, 19% fairly unlikely, and a whopping 47% said that it wasn’t important AT ALL.
So it seems that discounting, although welcomed by customers, isn’t as influential in the decision making process as we may believe.
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As this email lands in your inbox, I’m sat at my gate at Gatwick for an early flight to Spain where I will be spending a long weekend in Ronda, celebrating my Godmother’s 60th birthday, hopefully catching some sun and definitely tucking into some tapas and sangria.
Have a lovely weekend all,
Katy
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