Why do small businesses downplay being competitive?
The hottest marketing idea in the news was the recent Amazon PRIME sale, where, for a day, prices were dramatically lowered for new and existing PRIME members. Advertised as “Better than Black Friday,” this was simply an online version of the “one-day” sale that your local department store would hold now and then; it’s been around for years. However, it’s hot, because it is perceived as being “new,” but also for showing a 200-300% increase in sales and generating a lot of new traffic for internet retailers.
In contrast to that, I have had small business and startup clients ignore the notion of a “discounted price” and “competitiveness” as critical factors in operating their business. For example: (more…)