Recently my wife contacted a carpet cleaning company after receiving a promotional mailer. During the conversation, she was informed that the particular promotion on the direct mail piece was not available after a certain date, which by the way, was the previous day.
After hearing this news and reviewing the mailer, my wife advised the representative that she did not see the “good until” information on the document. The representative apologized and stated that it was the company’s error.
My wife then asked if the promotion would be honored because of the error, to which the representative replied, “Ma’am, we will honor your request. Believe me, we’ve received a multitude of calls because of this mistake.”
The Role of Marketing in Business
Marketing plays an integral role in the success of any business, and every entrepreneur should know how to market their small business.
It’s necessary to promote one’s products or services to gain exposure and hopefully new customers. It’s also important to remember that your marketing efforts create customer experiences. There’s more to a marketing campaign than just creating a marketing message.
Let’s examine this a little further.
1. Figure Out Whose Involvement Is Required
Unless you are a soloprenuer, it’s rare that the marketing department develops, implements and processes the influx of phone, walk-in or internet traffic. Usually customer service personnel are tasked with responding to customer inquiries or order requests in regard to the marketing campaign.
It’s crucial to identify what internal services are required to make the marketing campaign a resounding success. Ask yourself these questions:
- What are we promoting?
- How long will the promotion run?
- What are we asking our prospective respondents to do?
- What will we have to do internally to process respondents?
In answering these and other questions, you will certainly identify the persons or departments necessary for a seamless campaign implementation.
2. Say What You Mean To Say
In the above carpet cleaning company scenario, the representative was in the hot seat. It appears that she may have been instructed to hold to the deadline, even though it was not included on the promotional.
If the customer did not bother to mention the fact that the deadline was not evident, then don’t offer to honor the promotional. If the customer does mention that the deadline was missing from the promotional, then go ahead and honor it.
The fact that the deadline was missing from the company’s promotional material assisted in creating my wife’s initial experience with this company. Make sure that your marketing material contains all the necessary and intended information for prospective respondents.
- Imagine how many more calls the company may have received as respondents sought to take advantage of the promotion before the deadline if it was plainly visible on the mailer.
- I wonder how many respondents actually mentioned the missing deadline and how much it actually cost the company to honor the promotion.
Your marketing materials are often potential customers’ first experience with your organization. It’s best to start any relationship off on the right foot.
© YFS Magazine. All Rights Reserved. Copying prohibited. All material is protected by U.S. and international copyright laws. Unauthorized reproduction or distribution of this material is prohibited. Sharing of this material under Attribution-NonCommercial-NoDerivatives 4.0 International terms, listed here, is permitted.