It’s a hot October noon.
As I wandered out of my office, juggling what to eat for lunch, I looked up and saw…
McDonald’s
“An ice coke sounds like a great idea.”
But when I pushed open the glass door, I immediately sensed something was wrong. The restaurant felt…
…empty?
“That’s weird. It’s usually super full by lunch.”
I looked around, and instantly noticed why –
The summer deal BOGO is over.
Just like everyone, I shook my head and left.
McDonald’s (in Taiwan) has been running SO MANY discount offers recently that most people have zero incentive to eat there unless there’s a special deal.
This isn’t surprising.
“The customer isn’t an idiot. She’s your wife.” – David Ogilvy
Your customers are smart. When your prospects know you run a lot of sales… they stop buying at full price.
BUT…
Let’s look at an opposite example.
I’ve personally experienced a unique brand… who also runs a sales promotion every single month. (sometimes two)
In addition…
This brand is very aggressive in its promo.
(it sometimes broadcasts 9+ emails in ONE day on the closing cart)
YET –
CUSTOMERS LOVE THIS BRAND.
Customers cheer as they get more “sales emails” and eagerly buy at full price the day after a flash sale.
So… what’s the difference?
I’ll share the answer with you in the upcoming emails.
(and also share a case study on how I used the same strategy to help a food & beverage e-commerce break their historical record in August… almost matching their 2024 BFCM half-a-month-long sales figure)
To be continued…
– WYH