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OFF-TOPIC Payless Prank

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Lex DeVille

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Important lessons in context, framing, pricing, and perceived value.

The business sets the context. If the context is a luxury store, then it creates a frame for premium pricing. The frame and context increase the perceived value of the product. With increased perceived value, the right customers are happy to buy.

One thing I wonder is, would those customers still be happy with their Payless quality shoes a week or two after purchase? I've bought Payless shoes before, and there were some noticeable quality issues, especially when compared to other brands I've bought like 5.11 and Nike.

Even though Payless was able to pull a fancy marketing stunt that might trick some people into believing their shoes are of great quality, I don't think it would change the customer experience much in the end. In fact, customers would probably be more disappointed if their shoes wore out fast, or lead to nasty foot odor because they weren't properly ventilated.

Ultimately, the customer would be pissed, and Payless would eat a hard lesson on the difference between perceived value and actual value. As it stands, they've probably at least increased their perceived value for the Christmas season. It may not last, but it definitely got attention.
 
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TonyStark

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Important lessons in context, framing, pricing, and perceived value.

The business sets the context. If the context is a luxury store, then it creates a frame for premium pricing. The frame and context increase the perceived value of the product. With increased perceived value, the right customers are happy to buy.

One thing I wonder is, would those customers still be happy with their Payless quality shoes a week or two after purchase? I've bought Payless shoes before, and there were some noticeable quality issues, especially when compared to other brands I've bought like 5.11 and Nike.

Even though Payless was able to pull a fancy marketing stunt that might trick some people into believing their shoes are of great quality, I don't think it would change the customer experience much in the end. In fact, customers would probably be more disappointed if their shoes wore out fast, or lead to nasty foot odor because they weren't properly ventilated.

Ultimately, the customer would be pissed, and Payless would eat a hard lesson on the difference between perceived value and actual value. As it stands, they've probably at least increased their perceived value for the Christmas season. It may not last, but it definitely got attention.
You have a way nicer mindset than I do lol

I was thinking how your average consumer is a dolt, but hey your answer is better lol
 

MetalGear

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How I Faked My Way to The Top of Paris Fashion Week
  • Perception is reality
  • The market will provide feedback on quality and can do it brutally
  • I'm completely fascinated by marketing since I might run an e-commerce venture soon
  • Are pants a commodity even if they're Georgio Pevianis? :cool:

 
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MJ DeMarco

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Not surprising. Most humans act upon their kneejerk conditioning. In other words, they're Scripted.

The larger message here is the importance of marketing and STORY to your brand build.
 

Paladin

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It's also interesting to note how nobody has ever talked about a Payless commercial before. It's NOT the value of the commercial but all the free publicity they get from going viral. This story is all over the news and now this forum. There are people with Payless on their mind who didn't even see the video.
 

Walter Hay

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Believe it..and is pretty funny. Marketing/promoting and was it the ambience look..or looks like some people were perhaps a bit gullible.
The response by @Lex DeVille was spot on. You can gild the lily but unless it is solid gold it will wilt.

As I have posted previously, superior branding and labeling can persuade people that you have a premium product, but unless the product truly is premium, your success will be short-lived.

Sure there are plenty of gullible people around but products that don't live up to the expectations generated by such branding hype as used by Payless, will turn them into resentful gullible people.

A good move for Payless? Short term it will likely boost revenue. Long term it could lead to disaster.

Walter
 

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Didn't they refund all the customers? I'm not sure it will hurt the brand long term, other than some embarrassed influencers wouldn't everyone else find it funny that a budget shoe brand punked some wannabe celebrities? That's how I saw it anyway! This has been huge exposure for the business. (didn't watch the video but I've read a bit about it online)
 
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MJ DeMarco

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Didn't they refund all the customers? I'm not sure it will hurt the brand long term, other than some embarrassed influencers wouldn't everyone else find it funny that a budget shoe brand punked some wannabe celebrities? That's how I saw it anyway! This has been huge exposure for the business. (didn't what the video but I've read a bit about it online)
Yea, I'm sure it was just a stunt. They wouldn't charge someone for $400 for $40 shoes. That would make this stunt a negative PR action. But it does show how gullible people are with the right lighting, the right glassware, and the right French accent.

The response by @Lex DeVille was spot on. You can gild the lily but unless it is solid gold it will wilt.
Absolutely.

You can market the brand as premium but it has to ultimately deliver that.

This goes back to the concept of perceived/actual value I discuss in Unscripted.
 

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JunkBoxJoey_JBJ

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Not to say anyone of us couldn't be duped by certain things, but I had second hand embarrassment watching that.

So crazy when you know in advance, "the jig is up". That's what's crazy about SCRIPTED Life. You know, but do you know. Ya' know? Well at least now you know...
 

luniac

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How I Faked My Way to The Top of Paris Fashion Week
  • Perception is reality
  • The market will provide feedback on quality and can do it brutally
  • I'm completely fascinated by marketing since I might run an e-commerce venture soon
  • Are pants a commodity even if they're Georgio Pevianis? :cool:

that dude is a genius
 

TheCj

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Awesome "prank" I doubt the quality would have been noticed by the people they had shopping since they most likely try new items weekly and never get the chance to wear something out.

Reminds me of people and there wine $5 bottle vs $50 taste tests etc.. . Also if someone said I have a room in my house just for all my beer that I go and enjoy, and have enough beer for years. People would think the person has a drinking problem, say you have a wine grotto/room and all of a sudden you are an elite sophisticated member of society. Back to the comments of marketing mentioned earlier...

Think this also show's the way society is being so dumbed down, so many people have no idea how to judge quality and rely strictly on price as an indicator of how good an item is.
 
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TonyStark

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Maybe some people with money are more readily available to pay for something expensive, especially if they got that money through inheritance or something.

But I think the fashion industry revolves around the next hot thing, so that probably played a role....
 

Walter Hay

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Don't forget that there are fashions in many different industries. Most people seem to want the latest...... whatever it is, because without them realizing it, they are following fashion.

There are fashions in phones, food, house designs, cars, house decor, and Oh Yes... clothing.

Walter
 
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TonyStark

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Don't forget that there are fashions in many different industries. Most people seem to want the latest...... whatever it is, because without them realizing it, they are following fashion.

There are fashions in phones, food, house designs, cars, house decor, and Oh Yes... clothing.

Walter
So don't go chasing waterfalls?
 

Walter Hay

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So don't go chasing waterfalls?
So many feel the need to chase their intangible dreams that it makes them the perfect target for clever marketing.

I have been guilty of capitalizing on that by offering something for FREE. It drew in many customers for my second B2B business, including hard-nosed executives who would have known in their hearts that there is no such thing as a free lunch.. Or FREE anything.

IMO, many people are happy to be deceived, provided they can feel a warm glow as a result.

Walter
 
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TonyStark

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So many feel the need to chase their intangible dreams that it makes them the perfect target for clever marketing.

I have been guilty of capitalizing on that by offering something for FREE. It drew in many customers for my second B2B business, including hard-nosed executives who would have known in their hearts that there is no such thing as a free lunch.. Or FREE anything.

IMO, many people are happy to be deceived, provided they can feel a warm glow as a result.

Walter
Sounds like drugs
 

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