YesJulz and trickle-down behaviour reconfigured

The New York Times recently reported on how party promoter Julieanna Goddard or @YesJulz on Snapchat signals the latest in how digital marketing can take advantage of channels such as Snapchat to encourage the likelihood of users buying products.

I’d like to focus on how the discount code gets changed up a little bit by Snapchat and its proprietary, closed, interface. Of course, when YesJulz shouts a discount code or even captions it on top of one of her snaps it is not impossible to copy – a savvy enough user can screenshot and share the code or retype it to post it to a forum. But that takes effort.

More to the point, why should you? It is only the most charitable who distribute discount codes (often expired) in the first place. YesJulz’s Snapchat works on a different basis to traditional marketing channels. It is never obvious when exactly she is going to drop a discount code. This is important. It makes users pay attention and feel like they have put in work in order to get the code. This style of marketing reconceptualises the idea of the pain point. The customer is put through pain in order to gain the saving in order to get the good.

Not so long ago Paul Krugman discussed the fact that trickle-down economics didn’t really work; instead what trickled down was fiscally irresponsible behaviour such as spending on credit. The difference is instead of simply making luxury products aspirational, in YesJulz’s alliance with Puma she becomes a middle-class enabler. This is important; while we vicariously enjoy the wealthy lifestyle of the rich, she is presented as an ally to the customer. Its hard to begrudge her lifestyle when she is so immediately likeable and so obviously an ally.