ADVERTISING price cuts and promotions is the wrong way to attract members during the recession, according to an industry expert.
Innes Kerr, head of direct franchising for energie, claims slashing prices and shouting about special offers does more harm than good, as it makes the industry appear desperate.
He said: “People will remember the benefits of their memberships long after the price is forgotten. So instead of half price offers that actually devalue the product, you should advertise member achievements instead."
Go backPosted on 13th July 2009