My local gym is always running some kind of crazy discount for enrollment. And I can always look at this month’s (or week’s) promotion and blow it off, knowing another deal is coming. It’s hard to know, from a price-conscious standpoint, the best time to make a long-term commitment because they’re constantly repackaging the same discount, or even out-bidding themselves for my business. In a similar instance, I bought concert tickets with a loyalty-based “early bird” discount, only to find out that a deeper discount was advertised to the general public just a month later. Really? Are we expecting consumers not to notice or react to our marketing misgivings? And are we brands really expected to keep up?
