I want to apologise for being a bit irritated on today’s post but this has something to with an experience that I had yesterday when I was on my way to an appointment and needed an umbrella because of the heavy showers we had yesterday. I was an economic student and marketing was one of the studies of my program. I am fully aware of the importance of marketing in any firm and I know that a successful marketing plan is crucial for increased profits. However, I think that there are some boundaries even in marketing and what I am about to tell you now I don’t think it is correct in any way.
I stopped by 7 eleven for buying an umbrella. I didn’t wanted to pay that much for just an umbrella and thought that 7 eleven would be the best place to stop by for my needs. I was shocked when I saw it since they had only umbrellas with a big logo of 7 eleven on. I don’t like to do marketing for others despite being aware of that this is a strategy that they use in order to get increased publicity.
I don’t want to make this a post about fancy economic concepts but I want to delve into some basis about marketing. Marketing is expensive and businesses use a big amount of their budgets for this activity. I want to give you an example from Norway. If you want to market yourself in a local newspaper you will end up paying around $600 for it. Just think about how much 7 eleven save in cost for increasing publicity by how many people that would see their umbrellas by people carrying it around for them.
After giving up finding an another umbrella I finally accepted the fact that I had to carry with me a huge logo of 7 eleven. Wait for it.. you will soon read the biggest surprise of my visit for buying my umbrella.
I took the umbrella with me and headed towards the line for the cashier and when it was finally my turn I put the umbrella on the cashier. The guy told me the price. The cost of the umbrella was incredibly $11 (NOK 89). I thought to my self seriously.. should I pay you $11 for doing the marketing for you guys! Not am I only marketing for you guys but you also want extra profit for it. The materials for producing the umbrella is not $11. I told him that I would look elsewhere for another umbrella and did not want to cause a scene there.
This made me curious to know how this is practiced in other countries. In Brazil if you are buying something with logos on you pay less for the product. Actually the price of umbrellas with logos on is so small that you almost can consider it for free.
I am curious to know if you agree with me and whether it is like in Brazil where products with logos on are cheap or if it is like the case of Norway where they force you to pay expensive for doing the marketing for them?