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Sleaze Marketing
September 3, 2007

While surfing through the Portland Business Journal, I was attracted to an article written by Gene Marks entitled A frugal way to create some traffic.  Marks describes how Circuit City placed a small ad in the newspaper advertising a digital video camera for $49.95.  “That was a pretty amazing price, considering most of your other cameras were hundreds of dollars more. Sure, the device would store a smaller amount of video than the more complex models, but this little baby looked like a sweet deal for any penny pincher.”

Marks jumped in his car the next day and visited the nearest Circuit City store.  “Sold out!”  So he ventured to the next nearest store, 20 miles away, and was told the same thing, “Sold out!”” Bummer! But not for Circuit City. Why? Because each time I asked about the unit I was told by one of your 12-year-old salespersons that the unit was gone but "there are plenty of other, better, (and did I mention slightly more expensive) units on sale that could be of interest?" If not, the 12-year-old suggested that I could "feel free to browse around the store to check out the other deals going on." 

Marks calls this a penny-pinching bright idea.  “How crafty. How cunning. How effective.”  “By showing a really enticing product at a crazy-low price the amount of traffic generated could result in sales of other items that would far exceed the cost of advertising and the loss on the sale of the a few of the units.”



I call it “Sleaze marketing!”  If I go into QFC seeking an advertised product and it is sold out, I get a rain check, because the owners respect me.  They want me back.  Marks’ “bright idea” is close to the edge of “bait and switch” marketing.  

Circuit City violates my rules of ethics.  

I like a place where it is easy to shop.  Bev mentions Nordstrom’s as an easy place to shop.  When she walks in the aisles are open and everything looks neat.  There is a live piano player creating a relaxing atmosphere.  When she stops to look at a skirt, a helpful salesperson may compliment her and suggest a darling top that would look great with that skirt.  And it does!  How do you treat your customers?  Are they cattle that will fatten your wallet, or potential friends that are looking for the assistance that only you can provide?

Do you have examples of sleaze marketing or easy to shop stores?  Email them to landfair3554@comcast.net.  And check out my other blog: Landfair Furniture (Blog).

Posted by Mike Landfair on September 3, 2007 | Comments (0)