How to Lose a Customer - Dumb Marketing Move

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

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

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!