The Problem with BOGO
If youâ€™re looking for hard-hitting, quality content you should check out some other Revenue Engineer posts.Â This post is 95.2% insignificant rant!
One of my biggest marketing pet -peeves is the term ‘BOGO’. Buy One, Get One.
BOGO has been around for a long time but for some reason it has made a big comeback in radio and TV ads in the past few weeks (at least in my neck of the woods). does ivermectin for lice cause stinging Â Perhaps itâ€™s theÂ over-saturationÂ thatâ€™s driving me nuts.Â Or perhaps itâ€™s just a stupid term to begin with.Â Iâ€™ll let you draw your own conclusions but here are my thoughts on BOGOâ€¦
Disclaimer: This rant is just for fun.Â If youâ€™re a die-hard BOGO supporter please donâ€™t send death threats.
Discounts are Often a Bad Idea
I spend about 80% of my time playing in the B2B space.Â In general, Iâ€™m negative toward price promotions in B2B unless they are supported by a strong business case (â€œwe need to sell moreâ€ is not a valid business case and is not always solved by discounts).
For example, if youâ€™re a startup and youâ€™re launching version 1.0 of your product with limited functionality itâ€™s often a good idea to price the product at your intended long-term price (based on the value the product will offer according to your product roadmap) but discount it down to match the value youâ€™re currently delivering with the product today.Â That way you can remove the discount in the future without the hurt feelings that an explicit price increases will bring.Â But I digressâ€¦
B2C is a completely different story and I agree price discounts often play an important psychological role – more so than in B2B.Â Often itâ€™s the only way to actually sell in B2C.Â My argument is simply driven by my B2B focus.Â Letâ€™s move onâ€¦
Give Me My Product!
To â€˜buyâ€™ is to trade money for a good or service.Â BOGO (taken literally) is to exchange money (buy) in exchange for something (get one).
If I bought one, I damn well better get one!Â Why else would I give you my money?
Now I know fans of BOGO are going to argue that the â€˜oneâ€™ is a second product (of equal or lesser value) that is offered for free.Â So â€˜BOGOâ€™ really stands for â€˜buy one, get one freeâ€™.
So I ask you this: whereâ€™s the F?Â Perhaps marketers have avoided using â€˜BOGOFâ€™ because it sounds like something a ticked off Russian would say after you insult the quality of his borscht (I can say that with all political correctness because Iâ€™m half Russian and I believe there is no such thing as bad borscht).
Anyway, my point is that if the second â€˜oneâ€™ is free then you should probably mention that in your messaging.Â The â€˜freeâ€™ part of the offer is kind of a big deal.
Marketing Terms DO NOT Equal Marketing Messages
No one cares what trendy terms marketing people are using so unless youâ€™re selling directly to marketers keep your slang out of your messaging.Â Non-marketers donâ€™t think itâ€™s cool.Â Heck, real marketers donâ€™t think itâ€™s cool either. ivermectin oral dose for guinea pigs
Everyone knows you canâ€™t talk about features in your messaging to prospects, so why is it ok to talk about the internal name for your campaign when youâ€™re promoting the product? praziquantel and ivermectin tablets uses
BOGO = Food
I eat a lot and when I hear â€˜BOGOâ€™ I immediately think of â€˜POGOâ€™ (in Canada we often refer to Corn Dogs as â€˜Pogo Sticksâ€™). Â Yes, I love those wonderful, over-processed, wieners covered in oil-soaked cornbread.Â My point here is that unless your BOGO involves free food then please donâ€™t tease meâ€¦especially before lunch.
Love BOGO?Â Hate BOGO? Ticked off you wasted 4.5 minutes of work time reading this and want to tell me to â€œBOGOFâ€?Â Comments are welcome!Â Death threats are not.
Joe helps clients achieve maximum output from their revenue engine by leveraging best practice business processes and technology such as marketing automation, CRM, and analytics platforms. With experience in sales and marketing from an agency and client perspective Joe is well positioned to build new and streamline existing business processes, automate them, and identify further opportunities for revenue growth.