Marketing Mishaps #1 – Pride and Value

Pay attention to the marketing of others. Learn from their mistakes.
Number One of Two

I was in a coffee shop recently. I realize that’s like saying “I’m still alive,” but just bear with me.

marketing-fail1The shop had a number of beautifully mounted and framed articles from local papers, photos of sports sponsorships, and even an award for “Best Coffee Shop.” from a recent year. These were presented neatly and attractively near an entrance. GREAT. The problem was that they had positioned their news rack right in front of it. The news rack covered over half the display. What’s more, the rack made it necessary to stand back a bit to read the tiny newsprint on some of the articles.

The popular term for this is FAIL.

It’s a great shop, with friendly, helpful people, and delicious products. I’m a fan.

But I counted five (5) other places that the rack, or at least the magazines and newspapers, could have been placed.

Instead, they wrecked an opportunity to make additional “impressions” on some of their clients, new and established.

To their credit, they took care of the situation immediately when I mentioned the problem. And, I thank them for giving me permission to use the photographs and story as a brief “case study” in my blog…

You can see now that the display has a great location, next to their counter, and near their busiest entrance. Suddenly, once again, they clearly take price in their company and their accomplishments.Number Two of Two

I constantly see real estate “For Sale” signs in the lawns of homes, or at commercial properties. I know that a number of the on-line listings for these properties feature Virtual Tours. I very rarely see a sign that proclaims “Virtual Tour Available at”. Why does this great selling tool go unmentioned?

Realtors, please buy a quantity of signs or sign “riders” that let shoppers know that you’ve spent the extra time and expense to provide a valuable tool that will help them evaluate the property on their own terms, at their own convenience.

Do you have value for your customers on your website? Are you promoting that value on your business cards, Facebook Fan Pages, and in all your printed marketing materials?

How about in your e-mail signature? Many folks include their website here, but I suggest that you provide a link that takes the reader straight to something of value, like your recent blog article. Better yet, send them to your Delicious or StumbleUpon page, so folks can see what YOU’VE been reading.

Course of Action

Have a fresh pair of eyes (and ears) review your marketing. Tell them EVERYWHERE they might see or hear your marketing messages. Review their findings carefully and specifically. Then, fix ALL the problems (or shortcomings) ASAP.

(This is Day #2 of my Writing for 30 Days. Better writing improves all your communications efforts.)

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