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This past week when I was grocery shopping I decided to stock up on mustard. I've been in the Corned Beef and Cabbage mode lately and I like a little mustard on the plate. If you are ever in New Jersey, I'll cook up a killer meal for you!
When I saw this label I started laughing right in the aisle. The "50% More" really was an eye catcher but how many consumers thought they were getting 50% more for the same price or at a lower price?
The label is a simple mathematical statement that 18 ounces in 50% more than 12 ounces. It's actually very brilliant from a marketing perspective.
I'm a student of marketing. This label is in store shelves across the nation for only one reason; it sells more mustard. The downside to this upsell is minimized because of the out of pocket expense to the consumer.
It made me think how many products dealers purchase based on the idea that they are getting more for less. Do you give your customers 50% more for less?
You would think that by now consumers would be trained that you get what you pay for but this label is a clear example that in 2011, the slight of hand (or labeling) can often imply greater value than what is actually delivered.
For the amount of mustard I use in a year, I could have very well be satisfied with the 12 ounce container. The extra 6 ounces was an unnecessary extra spend.
This type of sales strategy is employed in all industries and markets. For me and my company, I try to set realistic expectations and never ask dealers to spend extra for the extra mustard if less would do them just as well.
So are you selling or buying 50% extra mustard?
Brian Pasch, CEO
PCG Digital Marketing
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