Originally posted by tmiles
In Massachusetts "unit pricing" has the store put the price per pound, ounce, liter or whatever on the store shelf. If you take the time to read it, package "size" can't fool you.
Ah, but there's the rub! The average consumer doesn't. Marketing knows this. Doesn't make it dishonest, just weaselly and distasteful!
I do some work in a business that spends thousands on big beautiful, colorful signage that explains the procedure, the goals, price, and potential outcome. Yet still the majority of my customers walk up and ask "uh whatta ya do here?". I sometimes tell them "Who me? Why I work here." I'll tell them to read my signs of which have been spent copious amounts of dough and have practically placed on their heads. I still need to spell it out because it would seem they can't be bothered, they're illiterate, or english is not their first language.
I'm in outdoor amusements in the summer, or I'm a carnie if you prefer. When I'm not putting out delicious fair food (Oh you know you love it!!!) I sometimes work games.
Some folks think this to be weaselly and dishonest yet I'm there not only with detailed expensive signage to be read, I'm also there to explain said sign and if need be read it word by word to them. Truth is, being open and honest works to my advantage. Pre-conceptions being what they are. I'll flat out tell you how to win. Who'd believe me?
Everyone walks up to a game expecting to get shafted and at the same time wants a Teddy Bear for two dollars. They don't but they won't(most of the time, win one for two that is). Thankfully for me!!
Point is I'm upfront just like that price to the ounce store sign in your local market. All one inch by three inches of it.
However as I said, I'm also there to explain it, to encourage reading it, understand it and tell them how to do it so there is no beef if (and most likely when) you walk away empty handed. If you ask I'll tell you that too. I'll tell you it's hard but I'll tell you how. Not that it does any good because I've obviously gotten over on someone. I'm not complaining because that's also the name of the "game" on my end. Mine are honest games of skill and as long as I spell it out, entertain you and give you a fair shot with a fair warning I've done my job. The difference in perception is what's fair. My business got nothin' compared to Madison Ave.
Is this "new and improved" store marketing technique dishonest?
Maybe not in a legal sense but they are definitly "getting over" on everyone when they choose not having to explain themselves or their game before the questions are asked. Is this fair? I don't recall any fair warning about changing what a "pound" of my coffee is. No sign 'splainin that around is there? Who knows how many I bought before I read the can. Would I have bought it anyway? Sure, but that's not the point! Maybe I'd have done more comparison shopping sooner. Ground my own sooner, who knows? Played a different game as it were. I had to figure out the game rules changed on my own.
It is a game ya know. Just like anything meant to seperate you from your money faster. At least in my business I don't pretend to be doing anything else and my customer KNOWS it! There are no pre-conceived notions about what your really getting. Teddy Bears and winning them don't come in half gallons and ounces. Customers aren't really expecting any more than what they get. If I'm doing my job I'll at least show you a good time, a few yucks and chuckles and just maybe a Teddy Bear as a bonus. If you read my sign (which you won't till I tell you to) you'll notice I don't sell them by the ounce and I don't re-package my product to be anything other than it is...A Big Dumb Bear!
I wonder if that could be a industry term or just a big time marketing metaphor
Regardless...I'm guilty of being one too
Getting your money's worth is all in your sense of perception.
You need the information to have that sense
That's real good advice to read them signs. Not every huckster, yuckster, carnie or the worse of them all, marketing executives, will read them or explain them to you. Reading comprehension is so important yet so under utilized in our society I find. I suspect I'm not the only one!
Hey Harry...Yeah you!!! Come on over here and let me show you how to play MY game!!! You can be a Winner, Winner, Winner!!!
There Ain't No Business Like Show Business!!!!