Marketing Boo-Boos

coupon-dealsMany small and medium-sized businesses have conducted promotional marketing campaigns on sites like Groupon and Living Social and in direct mail coupon value packs. You’d think these coupon deals would be bringing in new and repeat customers like crazy. But, are they? And, if not, why not?

First, let’s get some important data out of the way.

  • Groupon’s overall merchant satisfaction was very strong in March 2012. Source: ForeSee Groupon Satisfaction Study – commissioned by Groupon
  • Groupon brings customers in the door and 74% of merchants say that is the main reason they work with the company. Same study
  • 80% of marketers have no plans to use daily deal sites, such as Groupon or LivingSocial in the near future. 2013 Social Media Marketing Industry Report
  • About 40% of restaurateurs indicated that deal purchasers were new customers, and 35% of the deal customers returned to the restaurant without a further incentive. The number of operators who said they made money on the deal was about the same as those who lost money. Cornell Center for Hospitality Research Reports on Restaurant Daily Deals and Sustainability.

As you can see, results are mixed. Although this is unscientific, I’m going to take an educated guess as to why some advertisers have experienced lackluster results. Perhaps, it was a result of these marketing boo boos:  Continue reading

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Take the time to report marketing boo-boosHow many of us have experienced marketing campaigns that have gone awry? Do you typically take the time to report the boo-boos to the organizations in question?

For the past two weeks, I have been receiving telemarketing calls from a national charity whose local office I have supported in the past. The first time I answered the telephone, the automated female voice message said she was sorry that she missed me and would call back another time. That’s weird, I thought. All I said was, “Hello,” and the system must have thought I was a voicemail message.

The following few times the call display showed the same number, I avoided answering it. Then, finally I picked up the phone again and innocently answered, “Hello.” Again, the same automated female voice said the same automated message! Hello! I am a human being here. Talk to me!

Well, instead of blocking that number, or avoiding the telephone when it showed up on call display, I decided to report the error.

It took less than one minute to find the charity online and locate its phone number. When I called, the receptionist was very nice and sent my call through to the director of development. When he didn’t pick up, she returned to say she didn’t want me to go to voicemail so she’d pass me on to Leslie, the staff person who’s in charge of the campaign.

Leslie was very sweet and expressed her sincere appreciation for my call. We chatted for a bit and she said she would contact the telemarketing supplier to report the error. She said she was especially pleased that I called because the organization is about to make a decision on its telemarketing supplier.

Apparently, I was the first person who called to report this glitch. It’s unapparent if anyone else had experienced the same thing.

I felt good that I took the time to call the organization. It does good charitable work and shouldn’t have to lose donors and supporters because of a technological issue with its supplier.

So, if you experience any marketing boo-boos by organizations or businesses that you patronize, take the time to advise them of any errors. You’ll be doing them a big favor and they should shower you with appreciation.

Imagine if you were in their situation – you’d want to know, right?

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