Taking a crack at this - Why some of us feel elite

[Rickson9]

Here is an example that just happened to come up today. It's a smaller item but a good example nonetheless. Keep in mind that (slowlane) marketers have been appealing to the ego for decades (if not centuries) to sell everything from t-shirts, to jewelry, to cars, to vacation destinations and everything in between.

$450 Starbucks Gift Card

Just a couple snippets:

"Just in time for the holidays, the trend-setting coffee behemoth on Wednesday will be at the forefront of what could be yet another cultural hot button: the super premium gift card." (premium/expensive/exclusive)

"The Starbucks Metal Card isn't made of plastic, but steel." (unique/special)

"Each specially etched card, loaded with $400, costs $50 to make, which Starbucks says explains the $450 price tag." (expensive/exclusive)

"Starbucks will make only 5,000 of them." (rare/exclusive)

"But you can't buy them at any Starbucks store. They'll only be sold via the luxury goods website, Gilt.com." (rare/exclusive)

"The card comes with gold-level Starbucks card membership benefits, such as gifts and freebie refills on brewed coffee and tea." (made-up adjectives/special benefits)

""Some stores will never even see this card," boasts Ryan Records, vice president of card and payments at Starbucks." (rare/exclusive)

"The move by Starbucks blends two growing trends: consumer love of gift cards and upper-end exclusivity." (self explanatory/obvious)

"Its appeal is exclusivity, says Jason Goldberger, executive vice president at Gilt.com, "When you're waiting in line at Starbucks, the next person in line won't have it."" (rare/exclusive/special)

"On Thursday, Starbucks members will have first access to the card on Gilt.com's website before it's available to all on Friday, Goldberger says. "We've never sold anything like this," he says. Nor has Starbucks." (exclusive/special)

Although this card is relatively small item, it's pretty much textbook ego-centric sales and marketing. A fantastic learning piece!

Personally I don't care that they appeal to my ego. I understand the rationale. Sales is king and if ego-centric marketing works to drive sales I say go for it! I strongly encourage the companies in which I am a shareholder to use and abuse this sales tactic.

Status sells! Appeal to the ego and watch demand soar!

"It’s competitive conspicuous consumption. As Jason Goldberger, executive vice president at Gilt.com, told USA Today, “When you’re waiting in line at Starbucks, the next person in line won’t have it.â€"

The Starbucks Steel Card Is Now Selling For More Than Twice Its Face Value On EBay - Forbes

 

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[socaldude]

Tvevat timmt! Eqqiem vu vji ihu epf xevdj finepf tues!

"Ov’t dunqivovowi duptqodauat duptanqvoup. Et Ketup Humfcishis, iyidavowi wodi qsitofipv ev Homv.dun, vumf ATE Vufez, “Xjip zua’si xeovoph op mopi ev Tvescadlt, vji piyv qistup op mopi xup’v jewi ov.”"

Vji Tvescadlt Tviim Desf Ot Pux Timmoph Gus Nusi Vjep Vxodi Ovt Gedi Wemai Up ICez - Guscit

Ov timmt cideati ovt janep pevasi.

Vji piif vu ci taqisous, vji piif gus evvipvoup, vji piif gus quxis, vji piif gus iyvispem eqqsucevoup.

Vjot ot xjz vji WETV nekusovz ug qiuqmi caz Cascissz dmuvjoph, Haddo jepfceht ivd. Iwip vjuahj vji wetv nekusovz ot puv sodj.

Og vjot xet puv vsai vjip qiuqmi xuamf xies katv epz umf ett xemnesv csepf hesniv us fsowi katv epz umf ett dmaplis vu hiv vu quopv E gsun quopv C.

Epzvjoph vjev nelit qiuqmi GIIM tqidoem epf iydmatowi qiuqmi xepv.

 

[Kak]

Ov timmt cideati ovt janep pevasi.

Vji piif vu ci taqisous, vji piif gus evvipvoup, vji piif gus quxis, vji piif gus iyvispem eqqsucevoup.

Vjot ot xjz vji WETV nekusovz ug qiuqmi caz Cascissz dmuvjoph, Haddo jepfceht ivd. Iwip vjuahj vji wetv nekusovz ot puv sodj.

Og vjot xet puv vsai vjip qiuqmi xuamf xies katv epz umf ett xemnesv csepf hesniv us fsowi katv epz umf ett dmaplis vu hiv vu quopv E gsun quopv C.

Epzvjoph vjev nelit qiuqmi GIIM tqidoem epf iydmatowi qiuqmi xepv.

E huuf mittup op neslivoph. O xepv vu neli nz datvunist giim iydmatowi pux.