Marketing Reminders

by Mark S. Fulton

On a downtown street corner not far from where I live, there’s a lunch cart with an intriguing sign. Boldly handwritten on a piece of poster board is the message “Greatest Chili Dog on Earth.” When I first saw it, I had to smile at the owner’s marketing chutzpah.

Of course, the vendor could never scientifically confirm such an audacious claim. Even if he wanted to reach a consensus on the matter, he’d have to get a least 51 percent of the world’s population to agree on a purely subjective interpretation of the word “greatest.” Given the many variables that would have to be considered—hot dog type, chili composition, bun presentation (plain or toasted)—it would be virtually impossible to reach a definitive verdict.

Then there’s the issue of the buying experience. Would the status of the world’s greatest chili dog be affected by less than ideal dining conditions? How would traffic noise, auto exhaust or nasty weather influence a customer’s appraisal of the lunch cart’s cuisine. What if the vendor had a surly disposition or patrons had to wait in a long line and then wolf down their dog in order to get back to work on time?

Presumably, none of that matters to the street vendor. He just wants people to stop and give his hot dogs a try. Promising the “greatest” product is merely a bit of hucksterism that he hopes will do the job.

Your business, however, can’t be quite so brazen about marketing your products or services. You must have a compelling message, but it must also be credible and justifiable. Moreover, you can’t stop at just creating a good sales pitch. You have to consider other factors that affect your marketing efforts.

Here are three marketing fundamentals to keep in mind:

1. Your customers are being bombarded with marketing noise. The average consumer is exposed to thousands of marketing messages every day. “Marketing is merely a civilized form of warfare in which most battles are won with words, ideas and disciplined thinking,” says advertising executive Albert Emery.

You need a compelling message to break through the commercial clutter. Some businesses—like our chili dog vendor—resort to exaggeration in their marketing. But if you have a “Going Out of Business Sale” every weekend, people may stop taking you seriously.

Instead, identify what makes your business unique from your competitors. Focus your marketing efforts on aggressively drawing that distinction. Communications executive William McGowan says, “The meek shall inherit the world, but they’ll never increase market share.” Be bold with your marketing message. Just be prepared to back it up.

2. Everything that touches your customer is marketing. Everything your company does has the potential to influence customers and either increase or hurt sales. The way your receptionist answers the phone, the clothes your employees wear, the quality of your products, the appearance of your packaging, the clarity of your invoices—everything sends a message.

Customers believe what they see before they believe what you say. Is your marketing message being subverted by poor customer service, weak warranties, a dirty parking lot or rude employees? If so, now is the time to remind everyone that marketing is a team sport.

Consider this initiative as an opportunity to tap into the creative resources of your team. Ask them to look at your business from the customer’s perspective and identify any turnoffs—not just in their area of responsibility but everywhere.

Talk to your customers regularly and ask them if there is anything you can do better. Customer surveys can turn up some interesting and unexpected kudos and criticisms. Provide feedback cards when you deliver your product or service. Conduct evaluations with customers after your business with them has concluded.

3. Givers gain. Whenever possible, find something to give away. It may be a free product or consultation, a discount coupon or a grace period before you start charging. For example, as a business coach, I offer a half hour sample telephone coaching session so that prospective clients can get a feel for the business coaching experience.

Sure, you have to give up something. But offering a free product or service sends a positive message that you are confident in your wares—that you believe they will sell themselves once a prospect has used them. Giving samples can build tremendous credibility with your future customer.

Once you have landed a new customer, giving should not cease. Give your customers the ability to accumulate credit for future purchase. Reward them for referrals. Distribute discount coupons that they can use or give to a friend. I belong to a couple of book clubs that rewards me with bonus points every time I buy a book. I love getting that free book when I cross the freebie threshold.

In the best tradition of investigative journalism, I decided to conduct some personal research on the matter of the greatest chili dog on earth. It is a great chili dog. In fact, it’s the greatest one until I have one that’s better. Until then, I’ll know where to go for the best. And that, after all, is the secret of great marketing.

Copyright 2001 © Mark S. Fulton