Case “Marketing Fluff” and Screen Protector Warranties

Case companies essentially only care about how many products they sell. If a company comes out with a case that is “drop rated” and “drop tested” then their cases will sell much better than other brands that do not have cases who can do this.  That is where the “marketing fluff” comes into play.

This term, “marketing fluff” is a term I got from a YouTuber, named Aaron Ho. His YouTube channel is called Mobile Reviews Eh and he bases everything he does on actual usage, and I highly recommend you check out his channel if you are interested in buying a new case or phone accessory.

What I am referring to as “marketing fluff” are the case companies who put things on the box like, “Drop Rated!” or “Best Drop Protection” even though the cases are not drop rated by the universal scale.

If a case is drop rated, this allows the price of the case to be increased highly because of the protection it will offer your phone. The niche market for this act of deception is people who are active and work outdoors where their phones can get hurt easily if dropped.

Aaron Ho actually proves the drop ability of the cases by conducting experiments and testing how durable the case is from different heights. This act of experimenting is essential to the entrepreneurial task of empathy. Aaron talks to the consumers and decides whether or not it is durable enough to buy.

Once the case is drop rated, or not, it is put into phone stores (Verizon, AT&T, T-Mobile) and is sold to you, the consumer, after you purchase your phone. I mentioned in an earlier blog about how stores trap you into buying your overpriced case at the store immediately after purchasing your phone. When I bought my phone at the Verizon store, they offered me a screen protector to go along with the case, but this screen protector offer was different. They said it had a lifetime warranty.

The company offering this deal was Zagg and I honestly did not know whether it was a good or a bad thing that they were offering me this deal. Either they trust their product to not break, or they know that if I am able to buy the marked up price of this screen protector, I would sign up for the warranty (which ended up leading to hundreds of emails and promotional advertisements; not to mention the screen protector offers from Instagram and Facebook who are a part of the advertising market revenue business model).

As the consumer who felt as though they were being ripped off, I decided to go online to get the new screen protector I was promised if mine were to crack. As I got to the checkout, I was being charged $6.00 for shipping on a “free” warranty replacement. They marked up the initial price of the screen protector so that the next one I received would be free when in reality, it was $6.00 which is the same price as a brand new one from Amazon.

This category of revenue in the entrepreneurial world is known as Up-sell with High Margin Products. This type of revenue is achieved when the company takes a high margin item like a phone case, and they agree to bundle together or add-on low margin products like a screen protector.  The companies who make these products are purposely adding on low marginal products to the bundle to ensure that these items are being sold, and get a larger consumer base.

When you are asked to buy a case at the store, say no. When they ask you to bundle your items to “save some money”, say no. You are better off buying a new screen protector everytime yours breaks to be easier on your wallet and your phone.

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