some things are better left un-sent
Augustine: if such an error did make it through QA of marketing pieces, suck it up and honor the price for those customers who DO come in to buy the unit. This would lead to such positive and rapid viral spread across the internet that would amplify the intended outcome of the ad in the first place (drive-to-store, plus sales). And, economically speaking, how many more people would jump to buy the 50-inch HDTV between Sept 23 - 29 anyway? So the "costs" are limited, while the positive upside is unlimited.
Instead, by sending this email to "valued Best Buy customers" they have created the exact opposite -- they may have limited their costs of selling 50 inch TVs at $1799 but the PR and word of mouth downside is unlimited. And they might have a while longer to continue looking forward to my next visit to their store.
---------- Forwarded message ----------
From: Best Buy <BestBuyInfo@emailinfo.bestbuy.com >
Date: Sep 21, 2007 2:14 PM
Subject: Important 9/23 Ad Correction
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 | As a valued Best Buy customer, we want to inform you of an error that will appear in the September 23, 2007 Best BuyTM ad. On the front cover we mistakenly listed the price of the 50" Panasonic Plasma TV (TH_50PZ77U- 8501711) at $1799, before $90 savings. We intended to advertise the 42" Panasonic Plasma TV (TH-42PZ77U-8501757) at $1799, before $90 savings. Best Buy will not be honoring this price on the aforementioned 50" Panasonic Plasma TV.
We apologize for any inconvenience, and we will offer a $100 Instant Rebate on all Plasma Televisions from Sunday, September 23, 2007 through Saturday, September 29, 2007. This Instant Rebate will be deducted from the price you see in the store, including our regular sale prices.
Thank you for your understanding. We look forward to seeing you in our store soon.
(c) 2007 Best Buy
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