Direct Marketers Prove that the Best Price for a Product is Determined by the Marketing Message
So there is this commercial on TV for a product called, Flex Seal.
Maybe, you have seen the commercial:
In the style of Billy Mayes and Anthony Sullivan, this commercial delivers the "Wow Shot", with the boat demonstration.
I love direct marketing commercials.
So anyway, I am going to Lowe's later today, and I wanted to make sure that I could find a can of Flex Seal at Lowe's.
I learned that they don't actually sell it at Lowe's, but while I was Googling to find out if I could find it anywhere locally, I saw this listing:
Hot or Not? Flex Seal Spray Rubber | Toolmonger
The comments on that page really delivered an unexpected insight:
So now I don't have to buy the Flex Seal product, but I can get a product that does the exact same thing.
While I admit that the formulation may not be exactly the same, one thing I am certain of at this point is that I can save up to 80% by buying the generic "automotive rubber undercoating".
This brings me to the point of this post...
With the right kind of marketing, one can actually pull a generic item off of the shelves, mark it up 500%, and sell it like hot cakes on TV.
Now that is a marketing lesson that has punch!!
Maybe, you have seen the commercial:
In the style of Billy Mayes and Anthony Sullivan, this commercial delivers the "Wow Shot", with the boat demonstration.
I love direct marketing commercials.
So anyway, I am going to Lowe's later today, and I wanted to make sure that I could find a can of Flex Seal at Lowe's.
I learned that they don't actually sell it at Lowe's, but while I was Googling to find out if I could find it anywhere locally, I saw this listing:
Hot or Not? Flex Seal Spray Rubber | Toolmonger
The comments on that page really delivered an unexpected insight:
| All this is, is automotive rubber undercoating. Go to the store and get it for $4 not the $10 plus a million in shipping. |
| I was going to say the same thing, that stuff really works and is cheap! |
So now I don't have to buy the Flex Seal product, but I can get a product that does the exact same thing.
While I admit that the formulation may not be exactly the same, one thing I am certain of at this point is that I can save up to 80% by buying the generic "automotive rubber undercoating".
This brings me to the point of this post...
With the right kind of marketing, one can actually pull a generic item off of the shelves, mark it up 500%, and sell it like hot cakes on TV.
Now that is a marketing lesson that has punch!!
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Michael Shook -
Thanks
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