Tag Archives: lesson learned

Survey Your Customers – Dumb Marketing Move

This week’s Dumb Marketing Move goes to Deep Spring, a product of Coca-Cola.
Sometime what one considers a “dumb” marketing move is really a result of a management that doesn’t pay attention to its business or worse has a lack of a communication channels that consumers, trade customers or their own employees can’t make them aware of an ongoing problem with their product or service.
These thoughts went through my mind when recently on a business trip to Australia the following scenario took place.
I was staying at Jupiter’s Casino Hotel in the Gold Coast, an upscale establishment and I was fortunate to be staying on their “Executive” floor which had certain benefits such as continental breakfast, the availability of snacks during most of the day and non-alcoholic beverages all day long. It was the latter where the tale began. I went to the refrigerator in the late afternoon and took out what looked like a refreshing fruit based drink named Deep Spring – Orange and Passion Fruit. I took it back to a table with some snacks and sat down to relax and enjoy the great view. I tried to twist the cap off but after 5 minutes of trying gave up. Now I am 5’11”, 200+ lbs, exercise on a regular basis, consider myself relatively strong, so it was a little embarrassing to ask the petite hostess for help. She then told me, as she got out a tool to open it that everyone has the same problem. She said it is literally impossible to open without a handy tool.
What surprised me is this is a product of Coca-Cola, one of the more astute marketers of beverages. But for whatever reason they don’t seem to know about this situation or if they do they are ignoring it. Thus they get ore “Dumb Marketing (or Management) Award”.
Lesson Learned: You want your company to be user friendly! Don’t forget to survey your customers on customer satisfaction. You might be surprised what you find out about your product or service. You might want to keep it anonymous to get the true feelings of your customers.
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“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

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Gift Certificate Marketing, Don’t Forget the Follow Through – Dumb Marketing Move

This week’s Dumb Marketing Move goes to Mango Moon.

There’s a new craze for half off gift certificates for local companies. As a marketer, I think it is great because these small companies, whether they are a restaurant, a gym, or a retail store, can gain some major exposure by partnering up with websites like Groupon.com, and HalfOffDepot.com.

So why am I awarding Mango Moon Restaurant this award if they used one of these websites to gain exposure? It was in their follow through. Gift certificates are a way to get people in the door, but you can not forget the follow through.

I had friends of mine go to their restaurant and use all of the gift certificate except $4. And they didn’t give them the balance for a return visit, not $4 in cash; it should have been $4 to use at their restaurant for another visit. It could have been in the form of a business card someone fills out, or even just printed on their receipt. Sure, $4 might seem like they shouldn’t honor it, and plus they already ate for ½ price with the purchase of this gift certificate. But the kicker, Mango Moon could have had return customers with that $4, and they would have spent much more than that! As soon as my friends told me this last night, that’s when I realized I needed to tell everyone out there with a business. (Note: Have you had this experience? Tell us about it below!!)

They blew their chance! Since I wasn’t there, I don’t know if it was just a server that made this decision, but it should have been communicated to everyone on the staff to honor anything leftover on these certificates. The first step with Groupon, or Half Off Depot, is to gain a customer. They accomplished this. The second step, get them to come back! Isn’t that what you want with all of your customers? So, now did their ½ off gift certificate work to gain them business? I have to say NO, because they didn’t follow through on something small and seemingly insignificant.

Lesson Learned: The small stuff counts! Even though your customers are getting an amazing deal the first time around, and might be cutting into your costs, you have to think about the future. How much will your customers be worth the next time they visit, and the next time and the next time? Your customers, and potentially loyal customers, are sitting at a table in your restaurant. They are already there, waiting to be reeled in! Don’t let them get away.

And remember, as an owner you need to communicate to your staff what you are doing marketing wise, so that they will be able to follow through for you. Make them feel part of the team, and part of the life of the business.

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