Marketing Is Harder Than It Looks
What’s wrong with this picture? “Buy 2, Get 1”. Huh?
Well, we know what they meant to say. But they didn’t quite manage it. They also made the decision not to add an image that might further clarify the offer and suggest what brands might be included. Not their best decision.
We see “Buy 1, Get 2” quite a lot. That would mean if you buy one, you’ll get an extra one for free. So maybe they really meant to write: “Buy 2, Get 3”, if the offer is to pay for two items and get the third for free. Unless, they really are suggesting that we should pay for two items and only get one. That seems unlikely. Maybe they are trying to say that if you buy two items you can get one more, but different item, for free. But then, why not write something like: “Buy 2 and get a Free Gift”? Perhaps something more sinister is afoot? The lack of clarity and imagery do emit a faint whiff of “bait and switch”. I guess I could have stopped by the shop to ask. But instead I decided to just give them the benefit of the doubt and rant about it here. I mean, if you are a reputable store and take the time to print a sign, maybe take a minute and learn how to craft your message. Just say’n.
I have so many questions! Who created this offer? Was it a marketing department or an agency? Or was it the store manager? Or an unpaid intern? Does this unpaid intern speak English? And who approved this sign? Did they realize the mistake and then hope no one noticed? Has anyone noticed? Am I the only one?
I have no doubt that most pedestrians passing by this store won’t give this sign a second glance. Some will absorb the meaning of the vague offer and simply expect to get three items by paying for two. And far fewer still will venture inside, lured by the most powerful offer in marketing: FREE.
But when I see this sign, the real message is obvious. Hire a marketing professional.
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John Rose
