Tough times demand tough (as in, tough on the competition) action. Needless to say, the tough times are now, for sure, but being in business really means never assuming any time is any thing less than tough.
Retailers and manufacturers are scrambling to stimulate business, which is down, but not really out.
People are still buying furniture. It’s just that the sales plane is flatter and nearly drowning in lower priced goods. Because everyone needs more sales to catch up or barely break even.
But doing the same things over and over again, and expecting different results, can be way of defining idiocy, as Einstein said.
Smart furniture marketers are ahead of the game. They are counterintuitive, for a good reason: Being successful means moving forward and learning from past mistakes.
Among most furniture folk, smart marketers exist, but are overshadowed mostly by desperate retailers and vendors really believing that price-driven gamesmanship really will cause a stampede of furniture-hungry customers.
Balderdash. People don’t buy furniture just because a retailer shouts, screams and stomps low price.
Never to be confused with the facts, that’s what most retailers have always done, in a perpetual “the sky’s falling” campaign of reactionary or me-too-that's-all-I-know-what-to-d0 selling which isn't marketing, at all.
What’s so insulting to consumers are the profusion of retailer ads that say in tone and by implication, “You people, you’re dumb as dirt and not only are you buying this line of crap from me, hee-hee, but you’re gonna buy the furniture because I’m telling you to do so.”
Oh, yeh? The dumb as dirt consumers are as dumb as vixen, responding, “You jerk, I’ll show you how dumb I am. I’m going to buy anything else but furniture because you don’t respect me. In fact, you never have, not even when I’m in your damn store, small pants.”
In case you haven’t noticed, I think you have, in the marketplace she’s infuriated.
That’s the reason the counterintuitive marketer appeals to the dreams, wishes and aspirations of people, letting the price roar warriors continue their warp dance.
With an emotional under girding, the counterintuitive method is purposely and dramatically different in tone and impact. Which is to say: That the endearing message is (not surprising to my many loyal readers) all about how furniture makes living better with comfort and style.
Why? Because the counterintuitive marketer knows people are reasonable and know they have to pay, and that payment terms are always available.
Selling financing is as ridiculous as if you drove past a luxury hotel — Wynn or Bellagio — and saw a sign hanging from the roof, proclaiming, “Air conditioned rooms.” DUH!!!! Financing like air conditioning is expected and not the focus or the differentiater.
People are not stupid consumers. They gravitate to what makes them feel good. Price is only part of the picture.
Transporting consumers where they want to be or feel is always the content of the counterintuitive message. It moves consumers into the stores from simple, aspiring words and pictures whether online or offline.
The counterintuitive marketer creates a lasting experience in which furniture plays a leading role all the time, not just reflexively on holiday weekends when people want to be with their families and not necessarily in a furniture store.
The only thing that the counterintuitive marketer discounts is the competition.
(Am I right or wrong. Share your comment below)
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