{"id":31,"date":"2011-10-05T23:16:06","date_gmt":"2011-10-06T06:16:06","guid":{"rendered":"https:\/\/blogs.ubc.ca\/claudialau\/?p=31"},"modified":"2011-10-10T15:24:54","modified_gmt":"2011-10-10T22:24:54","slug":"31","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/claudialau\/2011\/10\/05\/31\/","title":{"rendered":"The Silent Salesman"},"content":{"rendered":"<p style=\"text-align: left;\"><span style=\"color: #000000;\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0Would you ever tell your customers to<span style=\"color: #993300;\"> buy less\u00a0<\/span><\/span><span class=\"Apple-style-span\" style=\"color: #000000;\">of your product? Silly as it sounds, that is what <span style=\"color: #0000ff;\"><a href=\"http:\/\/www.patagonia.com\/ca\/home\" target=\"_blank\"><span style=\"color: #0000ff;\">Patagonia<\/span><\/a><\/span>\u2019s newly launched initiative is all about \u2013 buying less. A month ago, the environmentally friendly outdoor clothing\/gear company created a fresh campaign featuring the concept of <span style=\"color: #ff6600;\">minimal purchases<\/span>. (<span style=\"color: #0000ff;\"><a href=\"http:\/\/moneyland.time.com\/2011\/10\/05\/a-clothing-manufacturer-that-encourages-consumers-to-buy-less\/\" target=\"_blank\"><span style=\"color: #0000ff;\">news<\/span><\/a><\/span>)<\/span><\/p>\n<p><span style=\"color: #000000;\">While still showing that Patagonia produces high quality products (as a <span style=\"color: #a14314;\">point of parity<\/span>), it also demonstrates a <span style=\"color: #b74900;\">point of difference<\/span>; no one else in the market has such a gimmick (discouraging over-consumerism) that separates itself from most industry competitors.<\/span><\/p>\n<p><span style=\"color: #000000;\">It\u2019s sheer genius. Consumers are lured into getting to know such an out-of-the-ordinary campaign and once reeled in, consumers are persuaded to purchase <span style=\"color: #ff6600;\">high quality long-lasting goods but at a small quantity.<\/span> This tactic will attract attention to Patagonia, and promote the sales of pricier products (higher quality, higher price). Consumers will like the quality so much that they\u2019ll want to buy more, thus generating more sales.\u00a0<em>The Self Improvement Blog\u2019s<\/em> article <a href=\"http:\/\/theselfimprovementblog.com\/self-improvement\/self-improvement-tips\/the-psychology-of-consumerism\/\" target=\"_blank\"><span style=\"color: #000000;\">\u201cThe Psychology of Consumerism\u201d<\/span><\/a> supports my view that consumers have a good chance of <span style=\"color: #993300;\">spending more than expected<\/span> (they think they\u2019re buying less). On the surface, Patagonia\u2019s marketing ploy seems detrimental to sales, but is a <strong><em>silent salesman<\/em>.<\/strong><\/span><\/p>\n<p><span style=\"color: #000000;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" title=\"buy less\" src=\"http:\/\/adland.tv\/files\/imagecache\/storyinside\/CTI_Ebay_OnPatagonia_FINAL_375_bb.jpg\" alt=\"\" width=\"527\" height=\"220\" \/><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0Would you ever tell your customers to buy less\u00a0of your product? Silly as it sounds, that is what Patagonia\u2019s newly launched initiative is all about \u2013 buying less. A month ago, the environmentally friendly &hellip; <a href=\"https:\/\/blogs.ubc.ca\/claudialau\/2011\/10\/05\/31\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":8760,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[365198],"tags":[],"class_list":["post-31","post","type-post","status-publish","format-standard","hentry","category-business-blog"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/claudialau\/wp-json\/wp\/v2\/posts\/31","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/claudialau\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/claudialau\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/claudialau\/wp-json\/wp\/v2\/users\/8760"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/claudialau\/wp-json\/wp\/v2\/comments?post=31"}],"version-history":[{"count":11,"href":"https:\/\/blogs.ubc.ca\/claudialau\/wp-json\/wp\/v2\/posts\/31\/revisions"}],"predecessor-version":[{"id":33,"href":"https:\/\/blogs.ubc.ca\/claudialau\/wp-json\/wp\/v2\/posts\/31\/revisions\/33"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/claudialau\/wp-json\/wp\/v2\/media?parent=31"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/claudialau\/wp-json\/wp\/v2\/categories?post=31"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/claudialau\/wp-json\/wp\/v2\/tags?post=31"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}