Cleopatras Choice $75 Gift Set Giveaway
Every year with the holiday season approaching the marketing managers at Cleopatra’s Choice, a skin care products and mineral makeup retailer, come up with a new promotion or special offer for their customers doing their gift shopping. This year, due to the obvious economic difficulties for many of their clients, the company decided to go all out. The decision was made to offer a $75 retail value gift set, as a free gift with any order over $75. The idea to give back a gift of equal value to what the customer is paying ended up being a promotion that caused some unexpected controversy.
Recently, Cleopatra’s Choice added several new brands to it’s lineup for the holiday season. These brands were chosen after several months of testing the quality and effectiveness of the quality of their skin care and body care products. Most of these brand are based on Dead Sea minerals as the key ingredient and include such brands as Seacret, Premier Dead Sea and others.
The strategy of offering many new brands is a new direction for the skin care retailer, which used to mainly carry it’s flagship brand - Adovia Mineral Skin Care. While Adovia remains a primary focus of the retailer’s marketing efforts the new brands compliment the selection and fill in some product categories that Adovia was not focused on. “For example Premier Dead Sea carries several very good mud masks as well as collagen masks that we felt our customers would find useful and valuable” says Alex Keyan, President of Natural Lifestyle Brands Inc. the parent company of Cleopatra’s Choice.
As for the gift set giveaway controversy, it started with several competitors calling in furious over the promotion and calling it a “price war”, while some new customers, who had not previously purchased skin care products from Cleopatra’s Choice, did not believe that the offer was real and decided not to take advantage of it, thinking that it was a “scam”. “We had people calling us saying, ‘what’s the catch here? this offer is too good to be true’” says, Mr. Keyan. “It seems what we learned here is that some promotions if they sound like they are TOO good, then a lot of customers will assume they are. It seems customers have become jarred and immune to advertising and simply don’t trust companies as much as they used to. This creates a fine balance for us of doing strong promotions, without alienating those customers who may be unfamiliar with our company and our dedication to our clients.” says Mr. Keyan.
For now the company has decided to leave the promotion as is and see how it plays out. “At least our past clients who have trust in us can take advantage of this offer and not be turned off by it. Repeat business is one of the most important sources of business for us so we place a huge value on our return client’s satisfaction. As for it’s brand selection the company plans on adding adding several other dead sea products as well other skin care products and hair tools soon.
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