Hugh MacLeod over at gapingvoid, the architect of the online success of the Stormhoek wine brand, has set the question:
“In short, I think there are enough people out there wiling to have another go at redeeming the coupon one more time, even if this time the story isn’t as newsworthy to break into the mainstream media machine like it did last time.
I have left a comment (to be moderated) with my view. Don’t do it!
* I think that the fact that it happened at Christmas, when everyone was pre-disposed to look for a bargain, was the main reason it took off.
* I think that many potential customers for Threshers felt cheated when they understood that the regular discount is 33% and so 40% was not nearly as big a deal as they had expected.
* I think that focusing on price alone is a depressingly familiar, and dead-end, campaign concept.
Having said all this, I should point out that I spoke up in favour of the marketing success of the campaign back in December – it was clever and it was well executed. Doing it again, would tarnish that.
Hugh, Gapingvoid and Stormhoek are all well respected. Surely there is more they could do with this respect they have generated? How about a campaign to support your high street specialist wine shop? What about a plan that educated consumers about South Africa, offering better deals for buying three from that country? What about involving the consumer by getting their feedback on the wines?
There is so much that we do not do to get consumers interested in quality wine, and we do not need to feed that craving for more discounts any further.
So, Mr MacLeod, thoughts?