Buch, Englisch, 104 Seiten, Format (B × H): 210 mm x 297 mm, Gewicht: 334 g
The promotion that cost a company 50 million pounds
Buch, Englisch, 104 Seiten, Format (B × H): 210 mm x 297 mm, Gewicht: 334 g
ISBN: 978-3-565-22747-1
Verlag: epubli
"The Vacuum Trap – The promotion that cost a company 50 million pounds" analyzes the worst marketing campaign in history. In 1992, the British branch of Hoover offered a deal: Buy a vacuum cleaner for £100, and get two free round-trip flights to America.
Business writer Peter Wright details the mathematical impossibility. The flights were worth over £600. Hoover expected only a few people to bother with the complex application process. Instead, 200,000 people bought vacuums they didn't need just for the tickets.
The book chronicles the collapse: Hoover couldn't pay, customers sued, executives were fired, and the company lost its Royal Warrant and was eventually sold. "The Vacuum Trap" is a lesson in "loss leaders" gone wrong and the danger of underestimating the consumer's desire for a bargain.
