Gloss Girls reap the benefits of the package deal

The recession has challenged marketers to take their selling approach to the next level - what has worked in the past may not be working now. Even though Jennifer may not be entirely affected by the recession it has forced her to choose where to spend her hard earned money.

That is why gloss would like to applaud marketers for creating what we like to call “the package deal”. Suddenly, thanks to websites like Tripadvisor, Priceline or Expedia, we are able to take a trip to Ireland for a week, stay in the Ritz Carleton and rent a car during our stay – all for a reasonable price. We can also head to our favourite restaurant with a friend or significant other for “date night”, get an appetizer, entrée and dessert for only $30. We can also open our email inboxes to 25% off coupons to our favourite stores. This is definitely an effective marketing strategy.

These are just a few examples of how marketers have been able to break through to the gloss demographic during difficult economic times, when gloss girls may not be spending as freely as she used to.

Here are a couple tips on how to make the package deal work:

- Send it electronically – receiving coupons via email or on a website are the best way to grab the gloss girl’s attention. We may not have the time to be clipping coupons from the paper but we’re likely to head to our favourite clothing store, if we receive a 25% off coupon via email.

- Make it viral – get us the message – the gloss girl never wants to be the last one to hear about the latest trends/bargains.

- Make it affordable – give us an experience we might not normally be able to afford, even if it’s only for a limited time.