Tuesday, March 02, 2010

Adspeak- BOGOF..!!!

"Buy one, get one free", or "Buy one, get one" is probably one of the most common forms of sales promotion… If out of 10 ads, today 7 are of sales promotion type( three of the brand building type), atleast 5 would be of the buy one get one type… Customers may not know this acronym but every where and in every shoping situation, they come across this format of sales promotion….. It is regarded as one of the most effective forms of special offers for goods but only as long as your competetors don’t copy you ( which they often do) ...

It would have started off as an abrupt end of the season stock clearance method used by shops and merchants who were still with a large quantity of stock that they were looking to sell quicklyfor want of stocking space and changing season… But as in various practices in Marketing, later on it become a popular, planned and considered marketing method...

I think the pioneers had been the gramaphone record companies right from the older days to the DVD/CD guys of today. Last day I was buying a DVD and it said free DVD inside.. When I asked the shop sales man can I know which is that INSIDE DVD , he stared at me as if I had asked him something quite strange..

Why should you know.. It is anyway free.. You are buying one and you are getting one free…

The success of this promotion lies in the fact that for the price of one, two items are being sold. The price of "one" is somewhat nominal and is typically raised when used as part of a buy one get one free deal. Whilst the cost per item is proportionately cheaper than if bought on its own, it is not actually half price…. But who cares.. I guess people fall easily into the trap… My friend who is a Market research analyst was telling me that most people buy things that they don’t want just because they think they are getting it free….

Buy one get one free is neverthless a popular sales technique because it can be used legally at any time, unlike many other offers…. It is a great tool to attract new users but to retain them , this may not be enough ….

Tail piece: BOGOF sounds so very similar to BOGUS as in fake… Now , is that just a coincidence?


A salesman was demonstrating unbreakable comb combo sets in a department store. He was impressing the people who stopped by to look by putting the comb through all sorts of torture and stress.... HE held both (BOGOF) combs and did all the tricks... Some protested and said when two combs are held together, it will not break in any case.. so to impress the skeptics in the crowd, he took one comb out, bent the comb completely in half, and it snapped with a loud crack. Without missing a beat, he bravely held up both halves of the 'unbreakable' comb for everyone to see and said, "And this, ladies and gentlemen, is what an unbreakable comb looks like on the inside."

No comments:

Related Posts with Thumbnails