Oftentimes retail signs are spelled wrong which, as a writer, I find horribly offensive.
These typographical errors don’t make a difference, though, when customers can’t spell or don’t notice.
Or when prices are misquoted and shoppers question the error? Asking the manager for the correct lower price is usually enough to fix the problem.
But what happens when the customer has no chance to shower you with money?
I’m thinking of a coupon booklet that appeared in my daily newspaper. One coupon had already expired the day it was delivered to me.
Yeah, there’s no recovery from that.
Then there’s the sales flier arriving in my mailbox for last week’s sale. Not much value there, either.
Such mistakes seem to happen regularly. Perhaps someone wasn’t proofreading expiration dates carefully enough, or the wrong distribution vehicle was used.
Knowing how long each vehicle takes to reach your audience, then building enough time into your promotion’s creation, are both key to developing good marketing campaigns.
Providing out-of-date promotions incurs waste (time, printing, postage, insertion), but also takes a toll on the bottom line with costs of lost opportunity. Customers not receiving coupons on time guarantees they won’t spend their money with you.
Worse yet, that promotion has now whetted the appetite for a new and improved Whatsit, and the competition’s sale next week will undoubtedly draw YOUR customer.
There’s also a cost to the reputation of businesses making such errors. True, you’ll be forgiven once, twice, or thrice. But beyond that barrier shoppers are wondering about your business’ stability.
After all, if you can’t get your act together about selling, what else is wrong with you?
Okay…everyone makes mistakes. Electronic newsletters come out with missing links. Web sites have dead pages. Newspapers get printed saying “100-point headline goes here”.
Most of the time it gets laughed off, credits are issued, or emails get re-sent. But when a campaign postcard appears after the election…to put it politely, you blew it.
Quality control can never be over-emphasized. But with cost controls tightening, the tendency to cut proofreading in marketing efforts guarantees shoddy deliverables, poor communications quality, and promotions that’ll probably deliver bigger profits to the other guy.
With that said, I wish you a week of profitable marketing.
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