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Article from MoneyAhoy.com
“Keeping up with the Joneses”
It’s a phrase most of us are familiar with. If you’re not, here’s Merriam-Webster’s definition:
“To show that one is as good as other people by getting what they have and doing what they do.”
It’s the “getting what they have” part that we’d like to focus on today.
Keeping Up With The Joneses
Nowadays, more than ever, those of us in the West tend to place a huge amount of importance on individualism, on materialism, and on the sense of making our own success. Whether this is a positive trait is a debate for another time. But what this individualism brings with it is a desire to show others the fruits of our labor and to express ourselves through the items we own and the things we have.
And of course, the more limited or exclusive something is, in this setting, the more valuable it becomes. Brands have realised this and now increasingly tailor their offerings to include “exclusivity” as an optional extra, often for free, just for signing up. Who’s going to turn that opportunity down?
It’s a brilliantly effective and relatively cheap way to build a loyal customer base and mailing list. The price to customers is a mere registration, and in return, they receive access that is simply not available to non-members.
Photo by Samuel Zeller on Unsplash
High Rollers, Low Cost
One of the best examples of this type of low-cost marketing initiative in action can be seen in Las Vegas. Home to countless casinos duking it out for dominance… Read More
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