Home > Uncategorized > Is This a Music Marketing Campaign Fail?

Is This a Music Marketing Campaign Fail?

A not-so regular customer. He phones to ask the price on an upcoming music release. I tell him to remember if he’s price-comparing to the U.S. that our Canadian inventory has buy-5-get-1-free coupons which, well-played, could be worth up to $4 each, and explain that the same loyalty we hope customers will show us, is the same loyalty we show to the company that issues the coupons.

But each time he shuts me down and keeps going back to the U.S. $12.99 price. I again explain that he’s comparing apples to oranges, and that often, the Canadian list price works out far better when you apply the coupons.

But he’s sick of hearing about coupons, and finally tells me, “You don’t understand, I don’t want five copies of the album, I just want one.”

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