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When A Special Isn’t So Special

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I drive by a big “Move In Special!!!!” sign hoisted outside an apartment complex several times a day.  By my rough calculations, it’s been on display for at least a year.  This will only accomplish two things:

1) The sign itself (along with its message) has become all but obsolete for most local folks. Keeping the same sign up for an extended period of time turns it into something that is unnoticeable and unremarkable.

2) The entire concept of a special is now, officially, not the least bit special in nature.  If the offer is available all day, every day, for years, what’s so special about it?  It’s now just part of your regular pricing and promotional structure.



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Growth obsessed startup co-founder (MusicBox) and strategist-for-hire.

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