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30 December 2004
Curious “Buy 3 get 4th free” Toys’ R Us Advertisement
Toys’ R Us probably splurged today about Sin$15,000 to get a half page advertisement promoting this curious one-day only promotion (on New Year Eve); buy 3 and get the 4th one free on many of the retailers’ brands.
It is curious because it seems to have got a couple of marketing factors wrong.
Timing is strange
They just missed the Christmas giving period. New Year’s Eve is hardly a time of giving, and is right smack after the Christmas giving period. How many more people will come and want to buy 4 toys and/or gifts (so that they get the 4th one free)?
The promotion is strange
If it is an attempt to clear some old stock at year end, a ‘Warehouse Sales’ will probably have endeared to more. Children parties or more themed advertising targeted at selected groups of audiences (like parents) will probably had been more cost effective.
All in all, it seems to be another case of marketing without passion and direction. For $15,000 of advertising fees, they could have created a themed party, gave away some promotional gifts or run an eye-captivating contest.
What a curious move by a once great toys retailer. I will certainly be surprised to know if this promotion helped them reach their sales targets, if they had any in the first place.
Ian Choo, 30 December 2004
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December 2004
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