October 15, 2008

haute couture delivered to your inbox

A friend has recently introduced me to a new form of advertising--the elite online sale. The basic concept is that a friend who is already a member has to invite you to join. Once you're been invited, you are able to sign up to be on a mailing list. You then receive daily or weekly email updates about exclusive sales of high-designer items. Name brands like Marc Jacobs, Waterford, Laundry, Kate Spade and Kay Unger are some of the names that are offered at steep discounts.

To up the hype, once you get into a sale (most of which only available for a set amount of time) you have to rush to beat the other buyers. As items are put in shopping carts or purchased, icons saying "on hold" or "sold out" pop up. The faster you are able to get to the sale, the more likely you are to fine something you want. And once you find it, you have to act quickly to buy it before someone else does. Rush!

Wow, they have really hit female shoppers hard. They are offering exclusive items that most people can't afford at prices that are much closer to their normal price range. Get it now before it's gone. You are forced to make an impulse buy. Return policies vary from site to site, many not offering them at all. Purses, clothing, watches, sunglasses, crystal, home items. You can get all these luxury items--if you act fast.

This is a great way to advertise without having to spend a lot of money. These websites are bringing the store to your local inbox. They don't have to carry the overhead of a storefront. They don't have to pay for advertising in magazines or on television. They have an ad that is builds a sense of urgency, makes the receiver feel special (for they are getting an email only a few people are allowed to get) and sell the product. And their only advertising cost is designing an email and a website. That's a good ROI.

Oh, gotta run, I just got an email about a hot sale...

Sample sites:

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