You are probably already intimately familiar with the store in this story. But the name of the store really doesn't matter; the point is the marketing that takes place inside the store. You walk in to this store and find yourself in an aisle. It doesn't matter what you are looking for, but you are looking for it. Can't find it. Can't find a sales person. Can't find anyone. You are in this huge store and suddenly there is no one around. Moments ago, you walked in the front door and there were hundreds of people and a friendly sales person greeting you, but at this precise moment you are in the twilight zone.
If there were a cricket, it would be singing to the elevator music above you. But, suddenly your eyes catch glimpse of a little red button at the end of the aisle. You start to walk towards salvation. The little red button that will instantly make sales people appear out of thin air. You rush toward it...
Halfway down the aisle you catch glimpse of one of those clever little jackets with the words "May I help you" in big bright white lettering. Like a mad person in pursuit, you turn in chase. You can hear the animal channel making a documentary as you lean into your shopping cart to go faster. Finally, you reach the prey. "Excuse me, could you please tell me where the ______ is?" The salesperson looks straight at you like you are an unbelievable waste of his time and says, "ummm... that's not my department..." and instantly walks away as if evading other hunters.
Here's something to think about, here's what's important.
Three little words just cremated millions of dollars in advertising. Those three little words...not my department... turned an extraordinary business marketing objective into a mockery. I contend that a lot of time would be saved if they simply changed the back of all their jackets to read "not my department." I often wonder if there is are security people watching TV monitors in some room somewhere watching these pursuits and taking bets. But that's not the point...
The point is
Every marketing approach has a purpose, even if that reason is to serve as a good example of bad marketing. If nothing else, we can take a close look at the worst marketing approaches, the worst execution of a marketing plan and do the opposite. It's a pretty simple approach to getting great ideas.
I sit down and make lists of things that annoy me in my industry. I did it when I first started my business. I still do it today. There are plenty of companies out there that prove themselves day-after-day to be the best example of what I never want my company to become. What can I do to implement the exact opposite of their strategies?
The store that I visited isn't even close to being in the same industry as my company. A mega store has nothing to do with a virtual tour company. But, I learned something from it. If you are going to spend the money to advertise that you provide something, then provide it. Don't advertise that you are a helpful, friendly company if the reality is that you are not. Advertise low prices...advertise selection, advertise the fancy hand-dryer in the bathroom, but don't waste money advertising something that you are not.
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Well put!
Always a good topic, and it made me pause for a second and evaluate if WE are doing all we market for.... YEP!
Thanks for the reminder!