You can’t escape the BOGO ads – they’re on social media, the internet, magazines and more. Did you hit the Amazon “Prime Day” last month? Running for 48 hours over July 15-16, Prime Day offered over one million deals. In fact, type the word “free” in your search bar and then let your mind wander to find a word. Practically everything you can think of (please, keep it clean) is available FREE.
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We are constantly enticed to jump in and grab something. Sometimes, there IS an angle and you might get hosed. Do your due diligence, as something that appears too good to be true, just might in fact, be! Which leads me into this month’s commentary. A study out of the Colorado School of Public Health points out that the indoor tanning industry uses marketing strategies that appeal to young adults and adolescents that include unlimited tanning packages, discounts and even free tanning. Really?
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Lead author, Nancy Asdigian, points out in Science Daily that … “This study highlights the fact that a lot of businesses out there are providing this service at a low cost which removes a barrier to adolescents and young adults” and that … “young people who want to tan do so when they can afford it and don’t when they can’t. The industry capitalizes on this with the strategies they use to price and promote this risk behavior.”
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OMG! I wanted a Grande Mocha Latte from Starbucks this morning and guess what? I didn’t have the cash, so I made one at home. I wanted to take my wife out for a big, juicy steak last Friday (like the one in the commercials, darn them!) but the debit card was a little lean last week, so hamburgers hit the grill at home, instead. So, what have we evolved into? If the Ad Police simply do not care for the product or services you advertise, ya gotta change the ad? C’mon. This has gotten silly. If we gave away our products and services, we would go out of business!
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Sometimes I do, in fact, question the authenticity, accuracy and value of goods and services associated with the word “free.”
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As for unlimited tanning promos, anecdotally, I believe that very few tanners actually buy an unlimited monthly package and tan every day of that month. Tell me I’m wrong. Shoot me an email and let me know the percentage of your tanners who buy that unlimited package and then, tan for 30 days. Email joe@istmagazine.com
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However, that is not to say that we might be more strategic in our marketing methods. Perhaps promote a “Platinum” package that includes 3-4 indoor sessions per week for one month. An “Ultimate” package could combine UV and spray-tan sessions with a set number of sessions per week.
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You know, sometimes I do, in fact, question the authenticity, accuracy and value of goods and services associated with the word “free.” It harkens back to a motto that some of you who are friends with former Jack Daniel’s owner, good ol’ Lem Motlow of Lynchburg, TN may be familiar with: “All Goods Worth Price Charged.”
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