Tuesday, February 19, 2008

Burn baby burn.

I overheard a conversation between two seniors.
It was about this online 40% discount voucher from Borders circling around the agency. They said that Borders will lose money because the vouchers are photocopy-able.

I had mixed feelings listening to the conversation whilst pretending to work hard typing on the computer.

First of all, how in the world did they come up with the conclusion that Borders will lose money? By giving out online vouchers they're luring people who didn't plan to read books (online people) to BUY books (offline people).

Most of the agency people didn't even think of buying a book until they realised the money they could save out of 40%. So over the weekend, Border's got at least 100 people walking in paying at least 12 dollars each, assuming a book costs $20.

That's $1,200 just for sending out an email.

On the other hand, I felt relieved that such naiveness exists even among senior managers in an advertising firm. Consumers aren't all that cynical and hopefully my stupid gimmicks still work in the future.