Today's case study

[BRANDON JAMESON]

"Give up trying to educate, and work to inspire."

Why do some marketing campaigns, like JC Penny's bold rejection of sales and coupons, fail.?

Human beings are not uninformed, critical thinkers. They’re self-deluded, pleasure seekers. Recognize their present behavior for what it truly is, evidence of their beliefs and desires, and use that understanding to create something compelling. Help them experience a new vision, one which they find highly desirable, rather than dwelling on the downside of the status quo. Give up trying to educate, and work to inspire. This broad concept is applicable to many areas where you are trying to influence someone's behavior, including co-workers, family, and even when we are trying to influence ourselves and stretch our potential.

Instead of focusing on resisting what is true today, why not create an irresistible vision that pulls you and others forward?

[Terry VerHaar]

Thought you might be interested to know that the creative force behind the new JCP branding is Tom Suiter, a guy who made his name at Apple many years ago and has had a huge amount of success at branding and marketing after that. And, of course, the new CEO at JCP is Ron Johnson, former head of retail at Apple and the guy who previously created a lot of success for Target. Personally, I don't really like the new JCP campaign, but these guys are not without talent and insight. Maybe they are "over the hill" but I'd be disinclined to think so. Don't count JCP out just yet. :-)

[BRANDON JAMESON]

Sir, I can only comment on real-time business results and my reaction to them.

[Gavin Greenwalt]

To draw too many conclusions from one marketing campaign tried by one company for 6 months would be silly. That being said, I think the no-sale strategy is a long-game play that isn't right for a company that is immediately in crisis. It takes time to build a reputation for low prices. But that's not to say that it wasn't JCPenny's *best* chance at success. To point out a failed strategy doesn't mean there was a possible winning strategy. Kobayashi Maru scenarios aren't that uncommon. Where would Apple be today without the ipod? Steve Jobs did amazing things for Apple but it took him years and even then the PC division is enjoying a halo-effect from the ipod but not really doing more than treading water.

[BRANDON JAMESON]

You're both missing my point completely but rock on!

[Paul Russell]

They completely ignored the human bargain hunter psychology and made a colossal mistake. Sales are 'events, that a) become 'news' and b) make people think they're getting a bargain. Now all they are is cheap. It's not the same.

[BRANDON JAMESON]

Good, Paul..take it further.

[Paul Russell]

Perhaps if you phrased your original question in a way that a yes answer would be insufficient...

[Gavin Greenwalt]

You're both missing my point completely but rock on!

No. I got your point. I'm saying that your point is based on *assumptions* that probably aren't necessarily true. Wal Mart is crazy successful... and doesn't advertise sales. Amazon... super successful, almost no sales. Apple.... super successful, no sales.

While people like to feel like they're getting a deal, they also like to be loyal to someone who isn't trying to 'trick' them or 'screw' them. They're also lazy so they like to just go somewhere and know they're getting the best deal regardless of what the competition is doing. I pretty much don't compare-shop anymore. I just assume Amazon has the best price. I buy almost everything through Amazon because it's easy and trustworthy.

[Terry VerHaar]

Sales are also overdone and "a dime a dozen." Boring. They can work for some companies, but at what price. The landscape may be shifting. I don't know what your history or success rate is, Brandon, but I know Tom Suiter and I have seen what Ron Johnson has done. These are guys that are in the league of Jim Jannard when we are tallying points. Like I said, I wouldn't count them out yet.