Productpreneur Marketing
Where Premium Brands Come To Grow
Let’s talk about the week you’re probably having…
Petrol prices have hit $2 a litre – and heading higher – thanks to the US-Israel strikes on Iran disrupting global oil supply. Cost-of-living anxiety is back with a vengeance. And Afterpay Day officially kicks off on the 19th, though half the brands on your feed have already launched early.
Your sales data is probably already softening as consumers sit tight and wait for the deals.
So the question on every brand founder’s lips right now: do I discount?
The honest answer isn’t yes or no. It’s it depends entirely on how you do it.
RM Williams runs percentage-off promotions occasionally. Their brand is completely intact. Adore Beauty discounted frequently after their ASX float and watched margins fall to almost nothing. David Jones once had a tuxedo-wearing pianist on a Steinway in their ground floor – and made a deliberate decision to never, ever call their promotions a “Sale.”
Same tool. Wildly different outcomes.
In this week’s episode of The Brand Marketing Show, I pull the whole thing apart – the five conditions under which a straight discount is fine for a premium brand, why you lose your best customers to confusion not price, and three ways to play Afterpay Day that protect your positioning while still capturing the revenue opportunity.
This one’s worth a listen before next Wednesday.
And if you’d rather just talk it through for your specific brand before Afterpay Day – margins, offer mechanics, positioning – that’s what a Growth Strategy Session is for.
Catherine x
Links mentioned in this episode:
If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together HERE By booking a Free Growth Strategy
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