Advertising Mistakes:
One Strike and
You're Out
By Anne M.
Obarski
We've all seen ads that
make us think, "This sounds too good to be true".
Most of the time we find out that it is. I have
wondered what makes businesses think that potential
customers can't read between the lines. I also
realize that there are people who actually send money to
foreign countries because they got an email from an
official sounding person. The problem with false
or leading advertising techniques is that it may bring a
customer in the first time but they are unlikely to
return.
There are a number of "bait
and switch" tactics within the market place but none
more blatant than the "quick oil change" places. I
have a college age son whose car is usually running on
fumes and maintenance on his car is the very last thing
on his list. He constantly reminds us that he is a
poor college kid.
He recently was home for a
visit and we asked him to take his car to get the oil
changed and warned him, "Make sure you tell them you
ONLY want the $19.99 special". One hour later he
returns with a receipt for $150.00 worth of
service. His father was furious and shook his head
and said, "I knew this was going to happen and I should
have gone with him. I told him no matter what they
said just tell them you want the basic oil
change."
It seems as though the
employee intimidated him with big words and a scary tone
and proceeded to do work that even the dealership said
didn't need to be done on that car. Needless to
say I was fuming too. Not because he gave into
their sales tactics but because they did not do what
they were asked to do by the customer, based on the
advertised price.
There have been many
television shows on such businesses and they aren't just
limited to the car industry. I would bet that most
industries push the envelope of "truth" to avoid losing
the customer. Have you never been told before that
, "This is the final day of the sale", or "I bought this
extended warranty and you should seriously think about
it", or "The base price is "X" but of course that
doesn't have all the features the one has that you are
looking at".
The customer is made to
feel inferior. If they don't upgrade to what the
employee is suggesting then in their mind they are
either too cheap or too ignorant, and employees who have
been taught to look for those signs can then go in for
"the kill". The problem with the "kill" is that
the customer has lost their confidence and will power
and the employee is thrilled because they are finally
making a larger sale. It however, may be the last
sale that person makes to that customer.
A smart customer will stop
doing business with companies that make them feel that
they are a dollar sign with feet. I will guarantee
you that my son learned a very important lesson that
day. I am not sure he will ever return to one of
those oil change places again, and if he does he will
become the nasty customer that yells and stands his
ground just to get what the company
advertised.
So, how do you develop a
compelling advertising campaign that is truthful and
that motivates the customer to take action?
Look at your advertising or marketing efforts through
the eyes of your customer. Ask yourself the
following three questions each and every time you
develop any type of advertising or marketing campaign
that you want your customers to react positively
to.
1. Why should I care? - We
all get bombarded with tons of advertising every single
day. If the ad is for a "15 minute oil change for
$19.99", it will get my attention because it is a quick
and inexpensive way to get my oil changed. If you
change what the customer ultimately receives, which is a
$150 complete service that took one hour, you are guilty
of false advertising in the customer's mind.
2. What's in it for
me? - Bottom line for all advertising is that the
customer needs to know that they will get value for what
they are exchanging; their hard earned money. If
there is no value, in the customer's mind, to counteract
the price that they pay for the product or service, then
the customer feels like they have been duped. In my
sons' case, I will guarantee you he questioned whether
or not the extra service that was done was necessary.
Not placing enough importance on the level of real
"value" that your customer will be receiving within your
advertising can cause a customer to scream buyers'
remorse.
3. Why should I
believe you?- You may be wondering why we didn't
go complain to the manager at this oil change
place? When I suggested it, my husband's comment
was, "That is the way they all are". Trust is the
basis for any good relationship, business or
otherwise. In this case, the trust had been broken
over many years of using similar companies. It
does not make it right; it makes it a negative
experience that the customer does not forget. How
do you work at building "trust" with your
customer? How does your advertising build your
brand to such an extent that you become the vendor of
choice?
How many customers did you
lose last year? How much did it cost your
company? How many other people did those lost
customers influence? How many of your "best customers"
are now customers of your competition? Your
advertising might just be driving them away.
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