Scarcity Makes The Heart Grow Fonder

July 2, 2009
/ Print / Reprints /
/ Text Size+

Way back in my days as a college student in the early 1970s, Coors beer was the rage among my peers. Reason - originally it was sold only west of the Mississippi River, and thus was a scarce commodity in my hometown of Chicago. So Coors developed a cult following because we thought we were missing out on something special.

My wife hails from Springfield, MO, and in the early days of our marriage we made frequent driving trips to visit her family there. For the return trip we'd pack the trunk with cases of Coors for ourselves and to fill orders from friends. As time passed Coors got distributed nationwide, and the beer revealed itself as a rather humdrum product. To my modern taste, and in accordance with its market share, Coors is one of the most inferior mass-marketed brews.

I was reminded of the Coors mystique when I read this article in the Chicago Tribune about the first opening of a Sonic Drive-In restaurant in our area. Sonics also began out west and have more than 3,400 outlets in 37 states, but apart from the nostalgic kick of having car hops take your order, I don't think their burgers and shakes are worth going out of the way for. Same goes for the In-'N-Out burger chain on the West Coast that derives a cachet from acting like a fast food joint but making sandwiches to order (and thus slowing down service).

Nonetheless, there's something intriguing about this notion of scarcity marketing. Put on your thinking caps and see if there's a way to make it work for your clients.


Did you enjoy this article? Click here to subscribe to Supply House Times.

Recent Articles by Jim Olsztynski

You must login or register in order to post a comment.



Image Galleries

BNP Media's Plumbing Group Visits Grundfos North American Headquarters

BNP Media’s Plumbing Group, comprised of the Plumbing & Mechanical, Supply House Times, PM Engineer (pme) and Reeves Journal brands, recently visited Grundfos’ new North American headquarters building in the western Chicago suburb of Downers Grove, Ill.

8/26/14 1:00 pm EST

Free Webinar: Low Temperature Heat Emitter Options in Hydronic Systems

With proper design, you can create systems that require supply water temperatures no higher than 120° F under design load conditions.

Supply House Times

July 2014

2014 July

In the July issue of Supply House Times, find out who has been appointed as Southern Wholesalers Association's new president. Milwaukee Valve showcases its operations to the Newport News Shipbuilding, Robertson Heating Supply hits a milestone as they celebrate their 80th year in business. Read about the 12th annual training day led by Security Supply, find out who has acquired several Kohler store locations. Also check out the latest products and news for the distribution industry.
Table Of Contents Subscribe

Supply House Times Poll

Industry News Access

What’s your favorite electronic device to access industry news?
View Results Poll Archive

The Supply House Times Store

2014 National Plumbing & HVAC Estimator

Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

More Products

Clear Seas Research

CS-OflRGBhomepage.jpgWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

Premier 125

Premier 125 button

The information SUPPLY HOUSE TIMES uses to rank the Premier 125 is the most accurate we can gather. It is primarily based on responses to a questionnaire we send to the wholesalers in our database, supplemented with information obtained from industry reports and estimates.


facebook Twitter Updated icon Youtube Updated icon    LinkedIn Updated icon  Google+