Tag Archives: business advice

Marketing … The life blood of every business

By Leslie R. Wolff, A Marketing & Creative Tactician

I met a former business owner who never had time to spend on marketing, now he does.

Marketing is the process of acquiring customers and keeping them. That’s it, no great mystery, without customers a business does not survive. Without happy, satisfied customers a business does not grow.

Then why are so many business owners so confused about marketing their products and/or services? Why do some in an industry succeed greatly and others barely exist or fail? It is not the lack of capital. It is the failure of understanding what the various elements of marketing are and how they work together. It is the failure to examine all the “troublesome little things” within their business that affect the effort to gain customers and retain them. Continue reading

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Filed under Free Marketing Tips, small business

When the Customer isn’t Happy, Say Goodbye – Dumb Marketing Move

This week’s Dumb Marketing Move goes to Got Print.

Got Print is a printing company that someone had referred me to. We’re always looking for a new company with a better quality product, so I definitely wanted to try this company out. The person who referred us printed their business card there and I liked what I saw.

I went through my usual design and ordering process and received two emails; one saying my order was submitted and another saying it was approved and they didn’t rip us off for shipping. Reasonable all around.

Then the postcards, eventually, showed up. The printing process seemed long. When we opened the package, every single one of the postcards was warped. The postcards are representing us when we mail and hand them out. So I thought I would email the company and advise them of this, and also ask why this happened. Since all of our postcards are for events, we didn’t have time to reorder these cards.

I had to email them twice to finally get an answer. The answer we received was this is normal and there’s nothing we can do about this. Here is their full email:

Hello,

We apologize for any inconvenience.

Please be advised that the bending you notice in the paper is normal and can sometimes occur. Please note that this is just the behavior of the paper and cannot be controlled. Note that this issue may occur once in a hundred orders.

If you wish we can provide you with a discount code. Please let us know how you would like to proceed by creating a new problem message under this order.

Once again we apologize if this issue is causing you any inconvenience.

If you have any further questions, please log into your account, click on the order status and create a new problem email.

Thank you,
Quality Control

Generic, no name at the end, just signed “Quality Control” and this answer did not help me, it left me scratching my head. They were nice in the email and they did offer me a discount, but I think the problem is bigger than a discount. I will never use this company again, and if it does happen every hundred orders, maybe there needs to be a change in equipment/card stock or something. I don’t know about the printing process but I’ve never had this issue with any other company.

If this is a reoccurring issue with a bend or warp in the card stock, isn’t that why you have quality control?

Lesson Learned: As an owner, you need to know what people are unhappy about, whether it is service or product. Otherwise, the problem will be constant and you will lose paying customers. I’m sure that this was not the owner that replied to me, because I feel like it would have been dealt with differently. Have a feedback system that you look at, it can simply be a survey after they receive their order like Next Day Flyers did and make sure there is follow up. Read Next Day Flyers Smart Marketing Move here. 

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Filed under Free Marketing Tips, Marketing Curmudgeon