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Borders Denies Dignity
By: Kaitlin T. Gallucci
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As we all know, Borders is going out of business. Prices are being slashed as the company attempts to sell the rest of its inventory before shutting its doors for good. As expected, Borders is advertising and promoting these price reductions. Subsequently, in the blink of an eye, Borders' marketing messaging has gone downhill, from sophisticated bookseller to dollar-store-quality territory. Why?

Bryan Quilty of Email Marketing Voodoo got it right when he described this as a visual incarnation of “Borders’ death rattle.” Quilty showed a comparison of one of Borders’ current promotional emails and one of its former promotional emails and the difference is practically disturbing.


This may be explained simply; perhaps the marketing and creative teams that used to create these promotional messages are long gone. But still, has it really come to this? While it would be understandable if the creative assets are no longer with the company, these promotions are completely unappealing visually and don’t even resemble the Borders brand.

Sure, Borders is closing, but it’s still Borders. Just because it’s selling at clearance prices doesn’t mean its marketing messages need to change for the worst. As Quilty suggests, “Even if your doors are closing you can still go out with some dignity and use the look everyone remembered you for.”


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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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