It did not take long to find a reason to write a companion post to the one from the morning: Are you guilty of seat-of-the-pants marketing?
Debbie Hansen, a good friend and Las Vegas bridal show producer (Bridal Spectacular) relayed a recent selling experience via an update on Facebook.
Ouch, don’t know what to say when someone who does not know you and accuses you of being greedy because you won’t cut them a deal on a booth, it seems to me cutting special deals is just plain wrong, what do you think?
My reaction: This is a seat-of-the-pants marketer, in the flesh.
Somewhere along the line, almost thirty years ago, I learned the difference between price vs. value. I also developed a clear understanding that what a business charges for a product or service does not have a direct connection with their costs. It is determined by their ability to deliver the product or service, successfully, and their customers (exhibitors) receiving value (traffic, leads, face-to-face exposure, etc.,) in line with promoted expectations (and to some degree, consistent with past success).
Greedy? Are you kidding? This particular bridal show promoter consistently deals with every exhibitor on an even playing field. Whatever ‘promotions’ and ‘options’ exist, are for all to take advantage of. With Debbie Hansen, you do not have to wonder whether a competitor received a discount or a trade deal that, by virtue of a special arrangement, is better than your hard dollars.
Presposterous!! This is a cheap shot from someone who doesn’t know the difference between price and value and doesn’t understand the ethical issues of offering different deals to exhibitors in the same event.
Debbie Hansen, Bridal Spectacular
I think what one might says (roughly) is this (my words): “I appreciate that every exhibitor would like to spend the fewest dollars possible to market their company at our show, in our publication, and on our website. However, we operate on an ethic of fairness. To us, and our advertisers/exhibitors, that means offering everyone the same options and pricing. You will always know that you didn’t pay more than your competitor. And vice versa. And you want to be dealing with a fair and ethical company, don’t you?”
And if they don’t fall in line, with a little more discussion, then they are self-absorbed with no regard for fairness in the industry that they occupy…. (Want to know what I REALLY think?)
When the shoe is on the other foot: Wedding business owners can wear me out, complaining about how brides don’t understand the value of their quality product or service, and make lowball offers or hire amateurs. In this particular instance, The wedding business owner shows the same foolishness as a poorly informed bride. Problem is…. they are allegedly a professional and should know better.
In case you haven’t picked up on it, I’m annoyed by this mentality.
There is a difference between a product or service being overpriced and one’s ability (budget planning) to make a purchase.
Accusing another business owner of greed is, in this particular case, pathetic.
End of rant!!
Full disclosure: I am a co-founder of the Las Vegas Wedding Network, along with Debbie Hansen and Monica Morgan. I became involved in launching the organization because Las Vegas needed a prominent, long term, ethical person (Debbie Hansen) taking the lead in wedding networking. So, do I have a bias in all of this? Not really. It just galls me when people point a finger at one of the most ethical, professional people I know.
Andy Ebon
The Wedding Marketing Blog
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