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Monday, June 21, 2010

Where Marketing Goes Wrong

Monday, June 21, 2010

With the right planning, executing on an effective marketing campaign is easy. However, getting things right at the point of interaction with a prospective customer is where it all happens.

Not too long ago I was traveling and decided to run into a coffee shop. Upon entering, I noticed there weren't a lot of people there so I went right up to the cashier and ordered my coffee. She was miserable. No "hello", no "smile", nothing.

Imagine being the marketing guy (or gal) for this coffee shop. You could do everything right and then lose business because of a depressed cashier! I for one have not interest in going back to that place.

Yet this happens all the time. Prospective customers visit retailers only to have a bad experience. Or they buy products that under perform. Worse yet, they reach out for help only to speak to an unhelpful representative or call center where you can barely hear the customer service rep.

Marketing is more than running a direct mail campaign, its the whole package. If you want to take your marketing up a notch, think about the whole user experience. From first touch to repeat purchase, marketing needs to be involved with the entire purchase decision process and then some.

This week, take a closer look at your process from start to finish. It's always best to see things from a customers perspective. You may just find some opportunities for improvement!


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