BoW
Active Member
So lets say you have a line of 4 items, a 200, a 300, a 800, and a 1000 dollar item. There is a common tactic in marketing when selling items from this kind of a line where you add a 5th item thats a much higher price, lets say 6k, not because you actually care to sell the 6k item, but because you can sell more 800 and 1000 items simply because people know about the 6k item (or sell the 800 and 1000 for more). I think this is happening with signature guitars. First the M8M shows up, and I think, thats a ....ing cool guitar, but for 6k I could never do that. Suddenly some time later, a 1.5K M80M shows up, that has many of the key features of the M8M, and I think to myself, holy shit this is a good deal, I can live without a neck through if it saves me 4.5k. I swear the Steven Carpenter line came out the same way and so did the Rusty Cooley line, but I could be wrong since I wasn't explicitly looking for how they were unveiled. I think the added "make a product no one can afford first" is another strategy to increase buying behavior later based on "scarcity". Make a desire for a product by making it too expensive, or have a limited run, a lot of people feel that want but don't bite because they can't. Then bring out a new product that pulls on the same emotion of desire for the first because the 2nd product is so similar, and people are actually in a position to actually buy the damn thing. My guess is you sell more of product 2 this way than if you did the reveal the opposite direction.
Was I the only one out of the loop or am I just wrong?
Heard about this marketing strategy from a book by Robert Cialdini. He also explains why there are frequent toy shortages around Christmas to boost sales in jan, feb and march of the previously understocked toy. The holiday shortage is on purpose, which is why it keeps ....ing happening.
https://en.wikipedia.org/wiki/Robert_Cialdini
Was I the only one out of the loop or am I just wrong?
Heard about this marketing strategy from a book by Robert Cialdini. He also explains why there are frequent toy shortages around Christmas to boost sales in jan, feb and march of the previously understocked toy. The holiday shortage is on purpose, which is why it keeps ....ing happening.
https://en.wikipedia.org/wiki/Robert_Cialdini