At no time in the history of advertising has there been more unprecedented challenges to the creation and execution of an effective, results-oriented marketing plan. Consumers are struggling with the demands of a time-impoverished society, a global pandemic, supply chain disruptions, an uncertain economy, domestic terrorism, political polarization, the future of our democracy and the world’s climate.
Everything on the internet is driven by algorithms. If you think about it, these mathematical formulas have replaced “hype & puffery.” Algorithms are a new form of deception as they feed us exactly what they know we want to hear. It’s like everyone is now surrounded by their own team of “YES Men.”
Our interconnected world insures, whether good or bad, that you get the word – and lightning fast.
Passion Drives Sales
Marketing through price promotions, is like having a drug addiction; it’s difficult to stop, and when you do, it’s painful.
Today, auto manufacturers strive to make cars that people can’t wait to buy. Recording artists focus on making music people can’t wait to download.
If people aren’t passionate about what you do, you won’t be around for long.
An Educated Consumer
Anyone growing up around the New York City area remembers Sy Sims promoting his clothing stores with the phrase “An educated consumer is our best customer.”
Today, the internet has made everyone an “educated consumer,” and often, we know more about a company’s product or service than the people selling it.
I recently went into a T-Mobile store to inquire about their 55+ plan that offered unlimited talk, text and data for only $27.50/month. Unfortunately, the person who came over to help me was totally unaware of this plan and this price point.
I called up the most recent ad on my iPhone, to which this young lady said, “can we walk over to show my manager?”
When I spoke with the store manager, he went on to tell me that the service was inferior to their Magenta Plan and that when you add in the taxes and fees, I would end up paying almost as much ($90/month).
Needless to say, I walked out of the store, not buying a new iPhone nor a T-Mobile plan.
T-Mobile’s ads promise a “meaningful difference.” Unfortunately, the instore experience was anything but.
Today, an older wiser population is more discerning. They want to know precisely how your offer will make a meaningful difference in their lives, and the mega trend that catapulted meaningfulness is access to the World Wide Web. The web has made it easy for everyone to research, compare and contrast purchase options, and when customers have greater access to information, they make more meaningful purchasing decisions.
Claims of huge selections, friendly service, clean sandy beaches and low prices mean nothing when people on social media are posting pictures and telling of their real-life experiences.
Like, what I just did with my story about my T-Mobile shopping experience.
No matter what business you’re in, if you are going to thrive and grow, delivering exactly what you promise in your advertising is mandatory.
Update: While I never heard a word from T-Mobile about my experience, Verizon Social Media reached out to me via Twitter and put us on their new 55+ Unlimited Plan. While slightly more expensive than T-Mobile advertises their plan to be, we’re happy to remain Verizon customers. 12+ years & counting.