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.

Do manners count in this economy?

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!

Curmmie Speaks on Websites and Customer Service

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

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

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

Features VS. Benefits, Which is Better??

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