Page 113 -

B2C Approaches 103

History has shown that one-time sales that are an anomaly
to the business model do not affect brand integrity or the
consumer expectation of a new price point. One particular
high-end automotive wheel manufacturer experienced a
radical drop in their ordering the month after a radical
downturn in the economy. They faced the critical decision
whether to hold a “Black Friday” sale or radically change
manufacturing levels and lay off employees. The decision
was made to hold a one-time “Black Friday” sale. Their
results exceeded anything they had planned for. They
expanded brand awareness in the marketplace, created full
production runs for the following two months, and received
countless thank-yous from grateful customers for now
being able to afford their premium wheel. There was little
or no animosity with their other customers who had just
paid full price because the sale was done explicitly as a
one-time only. This type of Black Friday sale only works
when it is done as an anomaly in the eyes of the
customers.

Keep the honesty and trust level high
in tough times

It is the natural reaction for businesses to be more guarded
internally and externally in difficult economies. Behaviorally,
when human beings are under stress, they are hypersensitive
to what they perceive as guarded behavior. This is why
being as truthful as possible and communicating that truth
as often as possible will keep productive activity high and
minimize negative rumors (which are destructive to cor-
porate work environments). This open and truthful environ-
ment also keeps the flow of good ideas moving throughout
the organization, as typically tougher times tend to constrict
innovation.