I received e-mail regarding my blog "Still Not Doing It?"
It was argued that national brands (like supplements, apparel, energy drinks) provide the opportunity to "piggy back" on national advertising campaigns. And, they don't require any work other than putting the product on the shelf.
Well... that's a decent argument on the surface.
Sure, you can piggyback on a national campaign. But, so can everyone else.
Just plug "whey protein" into EBay and see what comes up. Yup.. everything from EAS and Met-Rx to Optimum Nutrition and Pro Lab. Then plug it into Google. Wow!
These are all excellent products. My point is that the pricing is all over the place. Plus, once people know they can purchase online or at a retail store at a discount... do you really think they'll pay a premium price from you? So, you're forced to discount.
Not only are you now stuck with discounting, but, you must now dedicate valuable shelf space marketing and merchandising a brand. other than your own. A brand that your clients and members can purchase somewhere else!
It just doesn't make sense. And, it's just plain lazy. This is the "mind-set" that drives the $10 per month membership!
Recent Comments