Marketing Magazine - The Marketing Society Forum 08.09.10
Is TUI making a mistake by getting rid of its late-offer window displays?
The tour operator is trailing an approach where it will replace posters for last-minute deals with brand-building ‘aspirational’ images in the windows of its Thomson and First Choice stores.
Yes. Paul Houlding, Chief executive, isobel
The phrase ‘baby out with the bathwater’ springs to mind. Travel agents sell holidays and, as part of that service, there are always late offers and deals to be had. They form an invaluable part of any marketing programme and are nothing to be ashamed of. The question is simply whether these deals should be in the shop window, and I give them the benefit of the doubt.
Specific deals can attract the many last-minute deal-seeking holidaymakers while conveying a sense of urgency, excitement and ‘come in and explore’. The real issue is not whether, but how they should be used.
Currently, they are an unattractive mess, and there seems little rhyme or reason as to how they are presented. Yet, with some thought, they could be used to help reinforce and build the respective brand positionings, giving the best of both worlds. Don’t jettison late-offer displays - embrace them.
Marketing Magazine - The Marketing Society Forum 08.09.10
Is TUI making a mistake by getting rid of its late-offer window displays?
The tour operator is trailing an approach where it will replace posters for last-minute deals with brand-building ‘aspirational’ images in the windows of its Thomson and First Choice stores.
Yes. Paul Houlding, Chief executive, isobel
The phrase ‘baby out with the bathwater’ springs to mind. Travel agents sell holidays and, as part of that service, there are always late offers and deals to be had. They form an invaluable part of any marketing programme and are nothing to be ashamed of. The question is simply whether these deals should be in the shop window, and I give them the benefit of the doubt.
Specific deals can attract the many last-minute deal-seeking holidaymakers while conveying a sense of urgency, excitement and ‘come in and explore’. The real issue is not whether, but how they should be used.
Currently, they are an unattractive mess, and there seems little rhyme or reason as to how they are presented. Yet, with some thought, they could be used to help reinforce and build the respective brand positionings, giving the best of both worlds. Don’t jettison late-offer displays - embrace them.
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