Tool Box
Issue No. 45 - Feb/March 2009
Avoid marketing fantasy
by Ali Uren
Retailers large and small think hard before spending hard-earned money to promote their businesses to existing and potential markets. The marketing results are often spectacular.
Seduced by promises of excellent service and superior product, we enter the retailer’s domain - and too often end up bitterly disappointed when the benefits the slick marketing campaign led us to expect are nowhere to be seen.
As retailers we have significant responsibilities. Out in the marketplace we act as custodians of our brands, spruiking the wares our brands and reputations have been built upon.
Let’s stop for a minute and gather our thoughts.
Is the marketing image you create and project to potential and existing clients actually reflected in the service they receive when they enter your environment? Is your marketing image fact, or fantasy? Considered in this light most retailers in the marketplace leave me somewhat disillusioned.
What I feel I should get judging by the organisation’s marketing efforts is severely at odds with the level of care, love and attention I get when I approach them to do business.
As retailers it is our job to minimise any discrepancy between what the client expects, as a result of the marketing they have been exposed to, and what they get the first time they enter our business or engage with our employees.
Review your own marketing material for a moment and cast a critical eye over the reality of your business as it stands at present.
Does your communication material make claims to have friendly, personalised service and expert product advice? If so, where is the evidence of the smiling, entertaining employee who makes a consistent effort to offer knowledge and passion for the product to the customer? Perhaps you like to promote your business as one that is built on pride, quality and care. If so, is your outlet presented to the highest quality, with housekeeping standards beyond reproach? How much ...
