The Marketing Curmudgeon

How to Lose a Customer - Dumb Marketing Move

2010-10-29T10:53:00.001-04:00

This week’s Dumb Marketing Award goes to GoToWebinar

Just when I think I have to find another example of a dumb marketing move, there it is happening to me. This week we are searching for a webinar software for a new webinar series, “Smart Marketing for Small Business”™. In our search, we decided to go with GoToWebinar (GoToMeeting's sister company).

I call and give my information to the person who answered, that’s a good move, a person answering the phone. Then she told me that she is going to transfer me to a sales person who can answer my questions about features. She transfers me and I get voicemail. Odd, but I thought, maybe this isn’t too bad. They called me back within 30 minutes.

I have a good talk with the rep, he answers all of my questions and he says that he’ll email his contact info and the set up instructions. Perfect! An hour later, there’s no email so I call back and the phone just rings and rings. Eventually, I get a recording to leave a message, so I did.

I waited another hour and half and still no email or no call back from our first call. So I called back and someone answered! I explained the situation, told them the reps name so he would get the sale, and I was put on hold for 15 minutes. The receptionist didn’t tell me why I was on hold for so long, or that the rep was on the other line with a customer. Nothing. So I just hung up.

So, we call back again since we were still waiting on the sign up email or a phone call back, and this time we left a very disappointed voicemail regarding their service, since no one answered again. We explained that their lack of attention to our phone calls and our interest in PURCHASING made us question their product.

All of this happened over two days ago, we never received a phone call or the promised email, so we don’t think this is just human error. We think it is lack of organization and management. This all boils down to that they lost a sale.

So now, we’re searching for another company.

Lesson Learned: Even though you have good rapport with a customer and they said they want to buy your product, follow through and attention to details is a very important quality. Just look at GoToWebinar. They lost a customer and now we’re telling others about it. “Take care of your customers or your competition will.” - Anonymous

Is your business being impacted by the left hand right hand syndrome?

2010-10-25T09:09:00.000-04:00

Translation: Failure of those within your organization to communicate with each other.
Failure to understand that when communication is clear, thorough and consistent everyone benefits, when it isn't everyone loses and the company's reputation is impugned.

Create an environment in your area of operation as an example to others, when everyone works as a team the results can be outstanding, and when they don't, disastrous would be a better description of the end result. Nowhere is this more important than when you are interacting with the public and the trade. This is not brain surgery, just do it!

Are these better times?

2010-10-18T10:08:00.000-04:00

The "Good old days" is a phrase one hears often uttered by an older person (40+), but were they really? In many ways they were. In this high tech world of computers, Internet, social media, etc there has developed some interesting syndromes.

Executives (mature ones) at management levels in business and organizations of all kinds, sizes and locations (including International) complain about a generation with few interpersonal skills, weak written and verbal communication skills, minimal literacy of the world in general and the frightening thing many hold college degrees. When I was growing up (a century or two ago) education was important to every family I knew and I grew up in a very multicultural environment.

Today the USA is probably the most illiterate of the industrialized nations, do you think marketers take those tens of millions with little skills to read or comprehend into their planning or do they just ignore them although they are a major segment of consumers? Interesting how some think these are "better" times.

Don't forget WHY your customers buy from you

2010-10-11T15:06:00.002-04:00

What is the major reason a customer makes a purchase that most advertising misses?

Ask that questions of any sales, advertising, PR, Promotion and marketing person you know. You'll hear price, convenience, timing, need and more, but the answer is almost always perceived or real benefit to be received. Will it make us healthier, sexier, stronger, faster, look better and so on?

The failure in most marketing communication is a focus on features not the benefit. This should be as obvious as the nose on your face. It is commonsense. It is too rarely used.

Don't forget the benefits!

Bend Over Backwards to Serve Your Customer

2010-09-01T08:55:00.004-04:00

I have experienced bad customer service countless times, from companies that I no longer shop at or deal with, because I highly value my time, and don't want to risk wasting it at these locations any longer. BestBuy, buy.com, Sears, Circuit City, CompUSA, Jewel/Osco, Dominicks, Target Direct, Mac Warehouse, PC Warehouse, United Airlines, American Airlines, Delta Airlines, NorthWorst Airlines, and others come to mind.

It's hardly any surprise then that many of these businesses are struggling, or have gone out of business.

If they would stop quibbling over minutiae, and bend over backwards to serve the people who want to give them money - then they'd be profitable for the long term. But unfortunately, many only focus on the short-term and it's done at their peril.

By way of example: I've been shopping at a grocery store ever since moving into the town I live in (30+ years) - great food, great selection, good prices, and most importantly - their motto is "We Bend Over Backwards To Serve YOU!" ... and they do!

When I was in high school, I got to know customers that had been shopping there for 40+ years. Now, 20 years later, I see many of those same customers. How do you engender 60 years of loyalty? Simple - stop quibbling, get customers what they want when they want it, if something goes wrong - take it back, apologize and ask what you can do to fix it, open counters when even ONE person is standing in line (until you have all your counters open, you're wasting my time if I'm standing in line), unload the carts, bag the groceries, load the cars, take it to the customer's car, deliver it. Whatever it takes - just handle it.

Companies that fail to give great customer service do so at their own peril. Those who DO give great customer service, advertise that fact, and practice what they claim get my business.

David Data, Inc.
www.daviddata.com
service@daviddata.com

Cashier's Customer Service is Important - Dumb Marketing Move

2010-08-20T14:19:00.001-04:00

This week’s dumb marketing move goes to Wawa!

For those of you who don’t know what or who Wawa is, it is a convenience store located in PA and NJ. They do a lot of the right advertising and promotions to get the constant flow of people. They have definitely made a name for themselves in these neck of the woods. They also have a lot of die hard fans but there is one thing that has stuck out to me when I’m in line at Wawa.

Their customer service is lacking.

Convenience stores are just that, convenient and they get you in and out quickly with your goods in the bag. But is that the only thing we want?

Here is the scenario I’ve seen multiple times:

The cashier rings someone up, hands them their change and before that customer has their money back in a wallet or before they grab their purchase off of the counter the cashier is ringing up the next person. This not only makes it awkward for the two customers, it is just plain ol' bad customer service to do that. This customer is more than likely a repeat customer too.

This just disgusts me when I’m the next person in line. It makes ME feel like I’m being rude and pushy. I’ve said to a cashier before, “I can wait” and they look at me like I have two heads. Unfortunately, our society has made us think that we just want fast service, not good service. Well friends, society is dead wrong and it hasn’t been the first time. As customers, we will pay for good service because it’s rare to find.

Lesson Learned: As a CEO or manager, shop your store like your customers would. Pay attention to the little things in customer service. They add up quickly. If you see a problem over and over again that means that something must be done. It might be training; it might come down to saying something to just one employee. But you must must must pay attention to your customer service. Your bottom line will thank you.

The Case of the Inexperienced Employee- Dumb Marketing Move

2010-08-13T09:00:00.004-04:00

I was in a Borders bookstore yesterday looking for a children's series which I specifically needed books #30 and above. However, they were missing numbers 30,31, and 32. I called my daughter-in-law and found the books needed to be read in order...

MISTAKE 1

I asked a store staff (Asst. Manager) to tell me if there was any inventory on #30. She told me if "I" didn't have the name..."she" couldn't look it up. I told her that she should try searching under the author. Of course ALL the numbers books came up.. I was holding six books in my hand numbers 33-38 at $ 7.99 each...

MISTAKE 2

She told me they were out of stock on the three books I couldn't find and I asked her if she could order them for me.

I have seen signs in the store saying they would order books not in inventory.

MISTAKE 3

Promptly after asking her if she could order them she told me she was very busy and that I could go to the corporate website and order them myself (at home).

MISTAKE 4

I laughed and actually asked if she realized that she had just asked me to leave the store. She didn't understand, so I handed her all the books I had in my hand..... and left. I'm sure she'll be telling someone about that idiot who was being unreasonable, but I'm sure it was the first thing I did right in the whole interaction.

CEO Lesson Learned : Don't hire cheap inexperienced help by giving them inappropriate titles. Yes, payroll drops, and yes, they are stupid enough to work without benefits that a real employee would want/need. Truth be known. Your sales goes down in direct relationship to the quality of the sales and sales service staff.......

Garbage in--- Garbage out!

Pete Ticali, Director
MLA Training Center
masterylearningarts@gmail.com

**Editors Note**

Customer service is a big part of marketing because employees are building relationships with customers, as opposed to a customer viewing advertisement on television or a large billboard. A company can potentially lose a customer due to the fact that one individual will more than likely tell ten or more people about their bad experience. Management neglecting to properly train and analysis employee interaction with customers can be a costly decision.

Two Cases of How NOT to Conduct Customer Service- Dumb Marketing Move

2010-08-06T09:30:00.004-04:00

I have had two very bad customer service experiences earlier this year, one by Air Canada, and one by Bell Canada. Both were atrociously unresponsive, right from the CEO's office in the case of Air Canada, and from the PR Department of Bell Canada.

With Bell Canada regarding me potentially setting up a mobile service with them. It took about 7 weeks for the matter to be resolved and get canceled.

My extraordinarily bad customer service experiences with Air Canada started when I just returned from Shanghai to Toronto on Air Canada. Not a single piece of luggage was offloaded for 123 minutes. I received my bag after waiting 168 minutes while many other waited longer. Apparently this is a routine occurrence. So I lodged a complaint as to why it routinely takes over 2 hours for a passenger to recover their luggage from a flight from Shanghai to Toronto, which occurs daily! This is still not resolved months later, even after talking to the President's office.

What would I have done at CEO ?

Well, for Air Canada, as Chairman of the Board, I would have fired the CEO and his PR minions, then beefed up the baggage handling staff at Toronto Airport by about 50%.

As for Bell Canada, as CEO I would have fired the PR people and closed the Call Center in India, and replaced all the Marketing and Customer Service people in Toronto.

Yes, it is a few months later, but these two disastrous experiences, by two of Canada's supposedly top companies, still makes my blood boil for various reasons:

1.As a Canadian, I want them to do better.

2. As a CEO I am disgusted by their overall mismanagement.

3. As a Marketing person I am dismayed by their total lack of ability in Marketing, PR, and Customer Service -- they do not know the meaning of the words Customer Service.

4. As a Customer who complained about these on the above grounds, and as a result of suffering from their bungling ineptitude, I am dismayed and left dissatisfied by the entire experience -- which I shall always remember. They are two cases of how NOT to conduct customer service. And I shall repeat these cases to millions of people in my books and speeches so that others might learn from them.

Frank Feather, President
Future Trends, Canada
http://www.future-trends.com/
http://twitter.com/BizTrends

Improving Customer Service Begins with Executives

2010-08-04T13:39:00.009-04:00

Fewer and fewer companies TRULY empower their front line workers to do anything other than say the words "no" and "cannot". With that being said, the majority of companies only pay lip service to the realities of providing exceptional service, so they either provide average service, which is not noticed at all, or bad service, which is.

If I were the CEO of a company who was having challenges in terms of the service we provide to our clients, there would need to be the following pieces put in place in order to change things.

First of all, every employee should have the ability to solve customer problems. To make decisions and work with the client to come up with reasonable solutions that satisfy all parties concerned.

Second of all, there needs to be a company culture that leans towards problem solving and looking out for the interests of the client and not just the bottom line.

Thirdly, there needs to be open and honest communication throughout the company. Any employee that has a serious problem should be able to have it dealt with at an appropriate level within 24 hours to solve problems. As well, there cannot be a culture of white washing communication as it gets passed up the food chain, this is a major problem that leads to the "C" level being totally disassociated with front line people and problems.

"C" level execs should sit on customer service calls for an hour a month in order to better understand what is happening at ground level.

Lastly, there needs to be fluid communication from the top down in terms of culture, values, goals and direction of the company that are shared regularly. There also needs to be an incentive program in place to reward those who actively live the goals of the company.

Ben Baker, President
CMYK Solutions Inc.
Incentives that WORK!
www.cmyksolutions.ca
twitter @cmyksolutions

Use Coupons to Your Advantage, but Don't Forget the Expiration Date - Dumb Marketing Move

2010-07-30T13:37:00.003-04:00

This week’s Dumb Marketing Move goes to Speedy Lube.

It’s really for something simple, but that’s marketing.

“Marketing is all the exhilarating big things and all the troublesome little things that must be done in every nook and cranny of the entire organization.” – Theodore Levitt, The Marketing Mode 1969.

Speedy Lube did a great job; they placed their coupons on windshields of all the cars parked within 5 blocks of their shop. Great idea but after examining their coupon I noticed the expiration date, 12/31/2010. I got this in January of 2010. Coupons are handed out to generate sales quickly, and to also create brand awareness. With an entire year to use these coupons, I’m going to forget about it and never redeem this coupon, or worse, never visit the store or in this case the mechanics.

Lesson Learned: When creating a coupon, don’t overlook the expiration date. For a retail store, use a month for a good expiration date. For a mechanic, use a 3 month expiration date for savings on an oil change, since it is recommended to get one every three months. For the bigger repairs, think about a longer lead but the main thing is, get customers in the door. Also, think about the small items; offer something like $1 off of motor oil. Just don’t forget to create a sense of urgency!

Gift Certificate Marketing, Don't Forget the Follow Through - Dumb Marketing Move

2010-06-25T11:20:00.003-04:00

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.

Technology in Business - Dumb Marketing Move

2010-05-28T12:46:00.000-04:00

This week’s Dumb Marketing Move goes to CWTV.

CWTV are host to some of the hottest shows on television but I feel they are lacking in certain areas of their technology. Unlike most other cable networks, such as ABC, FOX and NBC, that are up-to-date with technology, CWTV needs to grasp that there is a growing trend for viewing TV programs online!

As a big fan of shows like Gossip Girl and America’s Next Top Model, I expect that I should be able to watch missed episodes online. However, if I miss two weeks of any show on CWTV then I am basically out of luck. Like most people in America I have a busy schedule and the convenience of having my favorite show online is what helps me keep up to date.

I went online to catch up on the 3 episodes I missed of Gossip Girl; I wanted to view the most recent one while it aired on TV. To my amazement, CWTV only had two episodes available. Two episodes! This was Gossip Girl’s third season and the CWTV only had two episodes online. I encountered another problem; I wanted to catch 30 minutes of an episode I missed of America’s Next Top Model. When I went online the next day that's when I realized it was not online. I tried for the next 3 days and it was still unavailable. I literally had to wait four days before the episode was posted online. So from that moment on I decided to view any of CWTV shows on other sites such as Hulu.com or just not watch it. In fact I haven’t watched Gossip Girl in a year because of the CWTV and their ideology of online episodes.

Why is it that CWTV is the only cable network that limits episodes online? When I go on ABC I have the ability to view a show from the beginning of the season or even as far back as the previous season. This is the same with FOX and NBC. They don’t subject the audience, their customers, to only having the option of viewing one or two episodes, or waiting four to five days for either of those episodes.

Lesson Learned: Living in a highly technological world cable networks such as CWTV should be aware of where their audience is viewing their shows. You not only lose viewers but you start to have disgruntled viewers as well, something no network wants, especially when rating are involved to keep shows on the air. Any business needs to be user friendly! Plus, they’re losing out on advertising possibilities for past episodes. Are you overlooking technology in your business that your competition is using? And in turn losing out on customers and money?

Website Critique

2010-05-26T10:00:00.000-04:00

Do you have a website? More than likely you do.

When someone clicks on your "contact us" page, do they just just a form to fill out?

I've noticed along the way of reviewing websites, that many do not have their address or phone number on their website. The first thing that comes to mind is, is this company legit? Do I really want to do business with them? As a website owner, you must think about this. You need to be user friendly in all aspects of your business, even if it is just an address or phone number.

Phone numbers are more important than addresses. Customers want that assurance that they can reach a person if the need should come about. This is part of your 24 hour customer service, don't forget it!

Customer Service Makes or Breaks a Company - Dumb Marketing Move

2010-05-21T10:40:00.000-04:00

This week’s Dumb Marketing Move goes to Verizon!

My experience with Verizon was not the most pleasant and I was only trying to transfer service from one location to another. Here is how the conversation went (without exact wording):

- “Thank you for contacting Verizon. Can I have your phone number?”
- “It’s 609- _ _ _ - _ _ _ _”
- “You’re calling the Pennsylvania office, I will transfer you to NJ.”
Transferred…
- “Hello, Can I have your phone number?”
- “609- _ _ _ - _ _ _ _”
- “Thank you, what can I do for you?”
- “I’d like to change the location of my internet service, I’m moving tomorrow.”
- “Ok, Can I have your previous address?”
- “It was 2728 _____ Ave, Philadelphia.”
- “You’re calling the NJ office, I will have to transfer you.”
And before I could say anything I was transferred around like a ping pong ball.

While I’m being transferred, I patiently wait and not understanding why I keep getting transferred. So I hung up, and called 3 more times in the process I was transferred about 6 more times. As with many households these days, we don’t have a landline, so our main form of contact is our cell phone. That’s why my number is still considered a NJ number.

When I called for the final time, after they asked me my phone number I stated, “I will give you my phone number, but please don’t transfer me. I’m located in Philadelphia, PA and I have internet with Verizon in PA. I don’t want to talk to NJ at all.” After my long statement of making it 100% clear I didn’t want to talk to their NJ office, I finally got what I needed.

Verizon has failed at a few things in my book. First of all, they have not updated their ways of looking up a customer, and thus creating more hassle. What if I initially lived in CA? Would they have transferred me to the CA office? Why do they have even account numbers if they don’t use them?

Secondly, the customer service representatives should not lead off with “What is your phone number?” They need to lead off with “Hello, how can I help you?” or “Where Can I direct your call?” Then proceed with the account number, not the phone number of their customer. Personalization is key, even if it’s just leading off with a different question.

Lesson Learned: Remember to evaluate your company. Are you user friendly? Are you up to date on your practices? Are you making your customer service representative’s jobs harder and/or limiting because of rules and regulations? Look at your company like a customer, not an employee, with a magnifying glass. You could be missing the boat on something simple, but very important. And don’t forget that if customers don’t like your customer service they will find it somewhere else.

Online Advertising

2010-05-12T13:35:00.000-04:00

Lots of people are online these days and EVERYONE gets annoyed by those pesky advertisements. Especially the ones that interfere with our web browsing.

If you're thinking about doing a campaign with pop-up ads in it, DON'T DO IT! Everyone I know immediately closes the window and doesn't even look to see what it is. Better yet, they have the ads BLOCKED. Don't be a dummy, forget about pop-up ads!

Unhappy Employees Can Damage Your Business - Dumb Marketing Move

2010-05-07T10:42:00.001-04:00

This week’s Dumb Marketing Move goes to FedEx.

I’m sure FedEx does a lot of good marketing, but they’re forgetting one important thing, their front line. Now that it’s getting hot again, I thought we should share this. Their drivers don’t have air conditioning in their trucks.

So at least ¼ of the year, if not more, their frontline employees are miserably hot, which can quickly translate into snappy people with the public or aggravated driving. They’re forgetting that satisfied employees, even if it is just their comfort level, are a powerful marketing tool that should not be ignored.

Lesson Learned: Your marketing plan should also include satisfaction of employees; they can turn off a customer, a loyal customer, or even a potential customer. Employees are now less loyal and if they aren’t happy your customers will hear about it, and if they are happy it will show and customers will love shopping at your store, or using your services.

Do manners count in this economy?

2010-05-05T10:05:00.002-04:00

In a recent discussion with a number of business executives the subject of lack of manners in the business environment came up. In particular among younger (under 30) employees. The topic encompassed many scenarios within the business environment, internally as well as external situations. When one asked what was their pet peeve a number brought up the same subject -- failure to return phone calls.

This seems to be an increasingly common situation. Surprisingly what we have experienced are people not responding to phone calls when someone from their company (usually senior to them) has asked us to call them. In addition there is a similar situation even when responding to an initiative they made. It is no only a lack of manners, a sign of amateurism and immaturity it is often a lost opportunity, In our case we are in the marketing business and we are often in the position of selling a proprietary program we think can benefit those we contact.

What is lost on these (not cold call) situations is that they are in a highly competitive marketplace and if we can't get a response from them we might get it from a competitor, thus giving their competition an "edge" in the marketplace This seems to cover the country as an increasing trend especially among the "under 30" crowd. I know it's a tough economy and staffs have been cut but when a referral has been made or a request solicited and you don't respond it reflects poorly on your firm and on you. And in tough times or anytime you want to be known as being "user friendly" as you never know who the person you ignore knows that can impact your career. In other words it is a dumb move!

Nickel and Diming Your Customers - Dumb Marketing Move

2010-04-30T07:32:00.003-04:00

This week’s Dumb Marketing Move goes to Spirit Airlines.

I’m sure as soon as you read that this was about Spirit Airlines, you know exactly what I’m going to be talking about. They are now charging for carry on items! In a climate where everyone is hurting, we understand that prices need to be higher for services but customers were just getting used to the idea that they had to pay for their regular luggage. This has blindsided many people and even if they don’t fly with Spirit they are talking about it and not in a good way.

Spirit Airlines has forgotten that they are in a competitive environment and that they aren’t the only kids on the block. I’ve only flown Spirit once in my life, and that was when they just started charging for luggage. I was utterly shocked I had to pay $15 for luggage. It was an inconvenience and it should have been included in the ticket price. Their carry on fees are now $20 in advanced ranging all the way up to $45 at check in on way!

I’m not sure if it’s just me, but that’s a lot of money and a lot of hassle for a carry on, especially after spending at least $90 on a flight (at the bare minimum). I did receive an email from Spirit April 15th, which was at least a week after they announced this change. They are claiming that there will be lower fares, and lower checked bag fees. It’s hard as a customer to see how they will achieve these benefits.

Spirit has not thought this move through, other than the monetary gains. They are nickel and diming people and no one likes it. This new addition will cause a lot of stir while people are checking in, unhappy customers, and more regulations on an already strict system. In an economy like ours today, customers are not as loyal as past years and they will gladly change which airline they fly with for a cheaper flight.

On the Flip side, Southwest is banking in on their mistake. Read Next Week How SouthWest used their competition to enhance their image.

Lesson Learned: When raising prices, in any business, take into account how your customers will react. Also, get a plan together to soften the blow or include the price in a package deal rather than having everything paid separately like Spirit does with flight, checked baggage, and carry ons.

Kill the Messenger

2010-04-28T21:04:00.001-04:00

Good management wants feedback from customers, and vendors but especially from their employees and not just with good news. When something isn’t working, especially in marketing activities, you want to know it ASAP.

When the reaction is known to be retribution instead of appreciation how often do you think you will be told of a small problem before it blows up into a big mess? Get smart and create the right environment …. or get out and let someone with brains and character step in.

Survey Your Customers - Dumb Marketing Move

2010-04-23T08:55:00.009-04:00

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.

Out of Sight, Out of Mind

2010-04-21T08:59:00.001-04:00

Hey YOU! No matter how much you advertise and publicize in order to stay in front of a prospect or client every day there is an aspect of marketing you might not be doing and it can benefit you and fit into any budget you have.

Promotional products, previously caked ad specialties are imprinted with your name, logo and slogan. They are appreciated, in many cases desired, but also have multiple marketing applications.

From a small gift to the assistant of a decision maker, driving traffic to your booth at a trade show to enhancing the response rate of a mailing piece. Look into developing some creative resources in this field and you can add valuable creative resource. It's a multi-billion dollar business because it works for businesses, big and small.

Do you have anyone you would recommend? Comment to share

Don't Overlook the Obvious

2010-04-14T09:06:00.000-04:00

This is what I call Wolff's Rule of Business Opportunity, but it is no more than recognizing the obvious.

Think about this. "Every business in every industry tends to operate like everyone else in that industry until someone examines with a magnifying glass the common denominators and sameness factors and they will always find an overlooked opportunity."

Try it!

Customer Service Can Sink Your Business - Dumb Marketing Move

2010-04-02T11:38:00.000-04:00

This week’s Dumb Marketing Move goes to Holland America (cruises).

Most PR executives, and their marketing department, would be excited to get a full article in AARP's magazine considering it has one of the largest circulations of any publication. But I don't think there is joy being felt on the executive deck of the Holland American Cruise line. A recent article highlighted (link above) the travails of a couple that had a terrible experience. One that even the most inexperienced management team would have realized was wrong to have allowed it to happen.

They forgot the unwritten rule of customer service. When a problem arises go out of your way to provide great service to your customer they will tell dozens of people. Handle it atrociously and they will tell hundreds. In this case the amateur marketers at Holland America Cruises manage to have it exposed to millions, through AARP's publication of this incident. Millions learned of their less than caring attitude towards the customer. The cost to them would have been far less if they had been empathetic, courteous, fair … and smart. So with ship horns blasting, we award them this month's "Dumb Marketing Move" award. They went out of their way to earn it.

Lesson Learned: Never underestimate the reach, impact and overall effect of the quality of your customer service, be it positive or negative.

Keep Your Emotions out of Company Reviews - Dumb Marketing Move

2010-03-26T09:15:00.000-04:00

This week’s Dumb Marketing Move goes to Ocean Avenue Books!

In today’s world of social networking anything that is said about your business is forever on the web, good or bad. Unfortunately, Diane Goodman of Ocean Avenue Books found out the hard way by making a Dumb Marketing Move.

She took a criticism on Yelp.com to heart. [From Wikipedia - Yelp. is a Web 2.0 company that operates a social networking, user review, and local search web site. Over 25 million people access Yelp's website each month, putting it in the top 100 of U.S. Internet web sites] Especially as a small business owner your business is your heart and soul, and you only want people to say glowing things but that’s not the real world.

Goodman, sole owner and employee, read a harsh review of her store "This place is a TOTAL MESS," wrote somebody who went by the handle Sean C. "I think this place needs to close down for a few days and do a thorough cleaning and organization and get rid of all the crap!" and she decided to reply to the reviewer. Here is their Yelp Page. This is where it turns bad, she told the reviewer to say it to her face and many other words that a business owner should never say to a customer. It just escalated from there all the way to her getting booked for battery! This might be an extreme case, but this proves it happens. Read the full story at Inc.com: You’ve been Yelped! http://www.inc.com/magazine/20100201/youve-been-yelped.html

Lesson Learned: Social Media puts your company in front of potential customers, and it’s a great tool when used correctly. If you feel the need to reply to a bad review, remove your emotions and reply as if they are in your store. Take it even further, apologize and address the problem. When someone complains, that means there might be a deeper problem and it SHOULD be addressed. It also shows your customers and potential customers that you are worthy of their business. But also remember, people are more likely to complain than to compliment!

Mimic Marketing, Are You Guilty?

2010-03-24T08:19:00.000-04:00

Whenever you notice when someone comes up with a fresh and new idea, you soon see others trying to imitate it. It's all over, even in the fashion industry.

Being first in the marketplace with a new idea or approach will give you a competitive edge, mimicking it won't boost your sales very much. Unless you are a complete dummy (and maybe you are). Try the exercise of originating rather than replicating, you may find you like it.

Customer Research and Database - Dumb Marketing Move

2010-03-19T08:26:00.009-04:00

This week’s dumb marketing move goes to Staples. They do a lot of good marketing but I think this one just isn’t that good.

They are constantly sending me savings coupons, which is a great thing right? Not really! I shop in-store and every single coupon is for online shopping.

Here's what they sent me:

Hmmmmm….someone isn’t doing their homework. Most of my shopping from Staples is in the Copy and Print Center, so I have to go in and I CAN NOT use anything they send me. Thanks a lot Staples.

Lesson Learned: If you’re centering a campaign on your online sales, make sure your customers buy online. If you want to entice them to buy, make sure you state “for first time buyers” and don’t overkill the mailings, you’re just wasting your time! That also means you need to keep your database updated.

SIMPLE Website Design

2010-03-17T09:06:00.000-04:00

Don't you just love those beautifully designed websites with all the animated, and flash (whatever) technology that takes you forever to navigate the site?

There is an old marketing maxim you might want to try when developing your site, It is known by the acronym K.I.S.S. or Keep it simple stupid!

I'm sure you're all much more smart than that though...cause this is common sense!

Voice Mail Abuse

2010-03-10T16:05:00.000-05:00

Voice mail abuse is when it is set up and goes on and on with questions or directions, press 1 for this, you press 1, press 1 for this and 2 for that and 3 for something else. You press 3, press 1 for another option, and 2 for another, and so on and so on. You get my point.

Well when all you want to do is to talk to a human, this is really a form of verbal abuse. Voice mail fills a need, but not to the extent some companies take it. Management may think it is being helpful, but in reality, when you start cursing a computer driven voice, you know they've gone to far and the expense they save may not make up for the business and ill will they create. But this voice mail excess has led to a startling new marketing idea, humans answering the phone! It is amazing how the old can become the "new."

Bad Business Card Design - Dumb Marketing Move

2010-03-05T12:14:00.001-05:00

This week The DUMBEST Marketing Move Goes to TWO companies; Hendrickson and Company and MOBO Organisation. I'm feeling THAT generous this week!

They are both getting this award this week for their business card design. Business cards are an important aspect of your business. You should always have one on you, especially for marketing purposes. It’s good that both of these businesses have business cards, they recognized the purpose and importance of them. See each here:

Do you see something missing? Logo – CHECK, Contact Info – CHECK, Name – CHECK, Title – CHECK.

But tell me one thing, what is their business? What can I buy from them? Why do I want to know their company? I have no idea! Their company names do not clearly state what business either of them are in. Hendrickson and Co. could be contractors, accountants, consultants, computer repair! We really couldn't guess even close if we tried. Even if they have a website listed do I want to look up what they do with everything else I have on my plate? A well thought out business card from the perspective of the recipient will better help the giver achieve his or her objective.

Do you want the people you're networking with to remember you and what your company does? Then be user friendly. With all of the noise we have in today's world, how is that even possible? Tell me what you do and why I need to know your company.

So, both of these companies get a dumb marketing award for their business card design. Here’s a good business card design.

Lesson Learned: Don’t make it hard for people to remember your company if they have your business card. So, if your company name does not clearly state what it is you do or sell, support it with a tag line. I.e. ABC and Co., Helps You Find Your Dream Home.

Dumb Marketing Move - Exhibitor

2010-02-26T11:32:00.001-05:00

This weeks Dumb Marketing Move goes to Exhibitor Magazine, but in reality reflects a growing problem in companies who use direct mail.

Recently, I received not one but two of the same magazine from them. At first, I thought they might have had two different names on it, maybe one for me and one for another employee. NOPE! They were both to me, to the same address but had slightly different company names.

This is a quality publication full of valuable information, but in these tough economic times they do a disservice to themselves and their advertisers. Why? A mailing list that is not cleaned up on a regular basis wastes money and reduces the quality of the audience advertisers are paying to reach. With employee turnover at an all time high and companies consolidating it is more important than ever to be sure one's mailing list is clean. Not to do so is a …Dumb Marketing Move … and for that reason Exhibitor Magazine has been nominated to this "award."

Lesson Learned: Although list clean up is a messy job, but it saves money, time, and it assures your message is getting to the right person and is being heard. Time to get cleaning!

Motivate

2010-02-03T08:02:00.000-05:00

Are you in an Ivory Tower?

2010-01-27T08:01:00.000-05:00

Listen to the Marketing Curmudgeon about it....and how you need to get out

The Curmudgeon Tells you how it is....

2010-01-20T08:57:00.001-05:00

EMPLOYEES

Communicating To Your Customers

2010-01-13T08:40:00.001-05:00

Main Entry: cur·mud·geon
Pronunciation: \(ˌ)kər-ˈmə-jən\
Function: noun
1 archaic : miser
2 : a crusty, ill-tempered, and usually old man

Dumbest Marketing Move, 1/8/10

2010-01-08T10:31:00.007-05:00

What does your URL say about you??

Well, today's DUMB Marketing Award goes to whorepresents.com for their URL!

They may have had something in mind when they obtained this URL, but what does it spell out? As a simple web-surfer I see WHORE Presents. Just imagine, they're getting a lot of traffic to their site that isn't relevant because they aren't in the whore business but some might think they are with that URL. They might even be losing money from their pay-per-click ads from people misreading their website.

It actually spells out WHO Represents. Here's their logo.

Well. it makes a little bit of sense once you see the logo. At least they were smart enough to capitalize the R. Overall, I think this is a dumb URL and yes, URL's are part of your marketing mix.

Lesson Learned: Pay attention to how things might be misread in print, internet and everything in between. Your URL is like naming your kid, you don't want them to be teased, and you definitely don't want your URL to make the DUMB Marketing Move list.

Best, Curmmie

Curmmie Speaks on Websites and Customer Service

2010-01-06T10:00:00.003-05:00

The Marketing Curmudgeon shares his thoughts on website and customer service.

Main Entry: cur·mud·geon
Pronunciation: \(ˌ)kər-ˈmə-jən\
Function: noun
1 archaic : miser
2 : a crusty, ill-tempered, and usually old man

Dumbest Marketing Move, 1/1/10

2010-01-01T08:51:00.004-05:00

This week’s Dumbest Marketing Move goes to……I don’t know! We don’t know what company this is on the billboard. (pictured below). Maybe they thought it was a clever billboard, but they are really missing the boat and it was an expensive trip. PLEASE LET US KNOW WHO THIS IS IF YOU KNOW. We will send them a dumb marketing move certificate in honor of this award!

Four major flaws in this billboard are that there was no logo included, no contact info or website, too much copy and it required too much thinking. Billboards are one of the hardest forms of advertisement out there and this billboard brings that point home. Billboards require the most creative thinking in copy writing. You must be succinct, saying what you need to say in a few words. You have less than 3 seconds to get your point across to your audience, even if they're only driving 35 mph.

Lesson Learned: Keep your copy short, dummy proof it, make it obvious what it is for, and use a visual! Visuals on billboards speak louder than words, unless your words are clear and concise. Here’s an example of a good billboard, which was picked because off the top of my head I didn’t know this logo but the message still came cross loud and clear!

Best, Curmmie

Mimic Marketing & Poor Attitude

2009-12-23T11:39:00.000-05:00

Are Mimic Marketing & Poor Attitude Factors in today's economy?

The better question is mimic marketing, the act of imitating your competition, one of the reasons for so much poor performances in the marketing arena? Is the trend to imitate, rather than originate or innovate, a factor contributing to the down economy?

Do you believe, as I do, that the key to out thinking the competition rather than outspending them is one's attitude on how one approaches the marketplace? Is it an open-minded attitude willing to consider change or one that is frightened of change even though change is a constant? Is it one willing to think outside-the-box and on a larger scale or is all the thinking focused on small thoughts or a fear of being different because they feel safer? Is the procrastination in making a decision due to an attitude of avoidance of taking any risk? What are your thoughts?

Best, Curmmie

Dumb Marketing Move of the Week, 12/08/09

2009-12-18T12:00:00.001-05:00

This week’s dumbest marketing move goes to Netflix!

They’re a great company and have done some pretty good marketing, such as The Wizard of Oz anniversary where they allowed everyone to view the free stream of The Wizard of Oz on the day of the anniversary. But this one definitely takes the cake.

In the photo below, you can see that they are attempting to have a referral program. The only problem is you get nothing for referring your friends and family. Even if it’s a $1 off your subscription for a month. . .they literally give you nothing in return! Oh wait, there’s a circle that says “Thanks for sharing Netflix”.

So, I’m supposed to give out these handy FREE month’s subscriptions to my friends and family, which you can already get if you just go to their website?? What am I missing? From my understanding, you can’t even start a membership without having a free month. Sorry guys, you need to do better than that for me to want to share this. Three cheers for the dumbest marketing move!!

Moral: Don’t forget the “WIFM” effect, “What’s in it for me?” Referral programs have a broader reach if you give a reward to loyal customers, who may eventually become brand advocates.

Best, Curmmie

Political

2009-12-16T11:29:00.000-05:00

Ah! An area where opportunity to score with voters is being grossly overlooked by the Democratic party. In an environment where the discredited tactics related to the prior administration are being heavily used why not refer to these opponents as "Bush" Leaguers using a well known phrase in a way that sends the clear message that nothing new is coming from the opposition, it is still an act negative, do nothing mode of operation. And as for the high profile mouthpieces for the opposition such as Beck and Limbaugh why not label them just as they are the propaganda ministers for the opposition. There is no need to do anything more than focus on the truth from their side and spotlight the falsehood foundation of the opposition by highlighting their actions.

Submitted by: Disgruntled

Dumbest Marketing Move of the Week, 12/11/09

2009-12-11T11:43:00.001-05:00

Comcast Cable TV - Customer ServiceI recently received one of those automated calls saying that I was behind in my payment. As it was, I had been traveling and had just mailed payment to them that morning. I decided to call and try to talk to someone in the billing/customer service department to advise them of this.

That is when I got a recording saying that if I wanted to talk to a "customer assistance" person rather than deal online it would cost me $4.95. My first thought was this was incredulous or perhaps it was a trick by Direct TV to recruit me as a customer. But no, it was a Comcast rule, so I went to the web and found that their online customer support system doesn't work well with those of us who use a MAC. 20 minutes later I finally found a way to send them an e-mail explaining this situation and expressing my dismay with their version of being "User Friendly." Follow up calls , when I could reach a human contact said I had misunderstood the message.

Thus I eagerly nominate Comcast for the honor of the Dumbest Marketing Move of the week, month, year, decade or century...take your choice.

Meet the Marketing Curmudgeon

2009-12-09T13:08:00.001-05:00

Features VS. Benefits, Which is Better??

2009-12-09T11:22:00.000-05:00

Why is it that so many advertisers have failed to grasp the basic understanding that people don't buy features, they buy benefits

If features are communicated from the advertiser's perspective rather than benefits of the targeted audience's perspective, they are doomed to failure or at best minimal success. After all the singular most important interested the individual has is themselves and that which will benefit their lives and those they care about. It is just common sense. . .which unfortunately has become the uncommon factor in most marketing efforts.

Best, Curmmie