Not long ago, General Motors decided to ramp up their summer sales and create a buzz by offering most of their cars for sale at the same prices their employees pay. I say “most” because certain models are excluded and it’s up to the individual dealer to decide whether they want to participate.
First, I think this concept makes for a catchy and easy to remember offer. With certain consumer purchases, most of us would be thrilled to pay what the “insiders” (like employees) pay. So, on the surface, it seems like an easy way to create some marketing buzz for their brand.
But did it sell vehicles? Was it worth it?
My sense is that the offer has stimulated sales. But what happens AFTER the deal ends? In the long run does a deal like this really help a brand?
Or does it reinforce the idea that if a customer wait long enough, another deal will come along? If so, is GM pushing down their effective prices by using these types of deals?
What do you think? Is this an effective marketing strategy or a band-aid that really won’t help in the long run?