So much for "no discounting".

"These days it's all about the offer. Remember the "new normal"? The post-recessionary consumer takes pride in finding the best deal and will not settle for less. It's time to buck up and realize that just being you won't seal the deal. No matter how many times you've won "Most Popular," if you aren't anteing up a strong offer, the suitors are going elsewhere."

I ran across the above in an article that was about something else entirely but it could be a discussion unto itself. For a long time, the strongest brands didn't discount. Now, of course they positioned themselves as the best value and promoted the heck out of their brand and that sometimes included sales. But the strongest, most profitable brands didn't win on price alone. Their communications platform didn't revolve around discounting.

The climate is changing. Although it is still true that people will pay for what they want and it isn't always the cheapest, you must be percieved as a great value. "I didn't pay the least amount possible, but I got a good deal on the best product/experience/service." is the new bragging rights phrase.

Comparision buying is the "new normal". You need to know your competitors well, and be ready to adjust your plan accordingly, if needed. Studying the competition has always been an important part of a marketing plan. But now more than ever, you have to be poised to take action if necessary. Whether it is refining your message, your audience or your product, the public doesn't stand around and wait.

The only answer to a good deal isn't deep discounting. A strong offer can be made with value added offerings or promotions with a twist that underscores a good deal.