Wednesday, March 18, 2009

False Sales

Seriously. What is it with companies that insist on publishing print flyers or advertising sales that simply do not exist?

Okay. I'm a B2B Marketer, and I rarely am in the position to offer a sale. But when I do, I make sure that there is at least a reasonable amount of product for purchase. Why risk losing the good will?

I just spent yet another evening going to Canadian Tire to redeem advertised specials. Not one store in all of Greater Toronto had any of the three products I was looking for -- at least not according to the computer system -- but that is another challenge entirely. This happens on almost every occasion I attempt to purchase an item from a flyer. Do I purchase anything else when I'm in the store? No, not if I can help it!

I'm sure there is some B2C reason for luring customers in with false sales – perhaps the hope that customers will buy other items at higher prices anyway. Perhaps it works. But it certainly isn’t ethical. Think about it folks.

Tuesday, March 17, 2009

The Value of Marketing

What is it these days about everyone questioning the value of marketing? Each time there is an "economic downturn" or some other externally driven financial crisis, the first department that seems to take the blame is marketing.

As a professional marketer, this concept seems quite ridiculous to me: The economy is bad, so let's just go out and fire the people who know what their doing in marketing, and replace them with other staffers who may be cheaper, or who have been displaced from other departments and may be very capable in their own profession, but know _nothing_ about marketing, and then say, "See. This is why we had to cut. Look at these awful results!" I just have to scratch my head.

Companies, times are tough. Times are tough everywhere. What we need to look at is how is your marketing team performing compared to its historical performance and how is it performing compared to the competition. -- And as best you can, don't rely on hearsay.

FUDD: Fear, Uncertainty, Doubt and Despair. My CEO used this word on me the other day. He suggested we use it in our marketing. Speaking of hearsay, do companies not realize their competitors are doing the same thing to make them think that they, the competition, are somehow doing better? Especially, as this very competition lays people off in a very public way: it's ridiculous.

If you have a good team, a team that has performed well and is comprised of dedicated staff, why mess with it? Reinforce it. Add to it. Build brand and when the economy turns around, you will be top of mind when your customers are ready to purchase.

Monday, March 16, 2009

The First Post.

Well, it's about time I got a blog going. I've been thinking about this for some time, and really just never had the motivation. I have spent too much time dealing with marketing crises at the office, and for various clients, that all things considered, could have been completely avoided -- if common sense was applied in the first place.Therefore, in an effort to help my potential clients, and the world at large, I plan to use this as an outlet share the learning experience with all.

Since 1992 or thereabouts, I've been helping companies with various aspects of getting the word about their products and services to their potential customers.