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Lunch n Learn 06/06/2011
 
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Many of my clients are trying desperately to market themselves in such a way that the client or potential client says “Yes!”  But they are finding out that the message that rings true in their heads does not hit the mark with it comes in contact with the marketplace.

For example, I went to a fast food restaurant for lunch a few weeks ago.  When I got to the counter, I was giving my order to a young woman - late teens, I think.  As I was contemplating what I wanted to order (it changed 3 or 4 times), I saw a sign for Senior Discount.  (In this day and age everyone is looking for some kind of discount – me included.)  It said I needed to show my ‘senior card’.  (In the marketer’s head, that probably sounded like a good sound bite, but…)  So I asked the girl behind the counter, “What is a senior card?  Where does it come from?  Does it just fall out of the sky when you reach a certain age?”

She said it was my ID.  (Please remember this is a national company and I am reading their ad.)  When she looked at my ID, she exclaimed, “Boy, you really ARE a senior!”  (Good customer service is hard to find!)

As I read the ad further, it said I was entitled to a ‘senior drink’.  So again I asked, “What is a senior drink?  (Probably sounded like another good sound bite.)  Is it a drink on Medicare?  Does it receive Social Security or is it a drink you have kept until it got old?”

All I’m trying to do is get clarification for what I’m reading – and people are laughing at me!!!!

So anyway, I actually did order and got my ‘senior drink’ which I was a free small drink.  And my lunch was actually quite good.

But the point is – good marketing makes a difference.  And it takes real concentration and thought to actually turn people into customers through images, words, and actions.  It is not to be taken lightly.  This nationwide company was trying to offer a discount to seniors that just did not hit the spot.

I went into the restaurant again a couple of days ago and the sign (and the discount) were gone.

(Photo: Henri Bergius, Some Rights Reserved, Creative Commons License)
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