The Message in Your Marketing

Over the past few years there have been a lot of issues raised in the marketing community, the most recent being GDPR. While I think it’s ultimately a good thing to help consumers be more aware of their options and have some control back, it has presented some challenges for businesses in implementation because many aren’t in line with GDPR type standards already. Other issues that have been raised in the past and continue to be an issue are spam, fake news and clickbait titles/articles. A recent experience has prompted me to write today about some of these topics as well as the bigger topic of marketing.

Let’s start with my recent experience. I’ve owned my car for quite a few years now and over the years I’ve gotten calls, emails and letters from the car company letting me know they would like me to sell the car back to them (so I can buy a new one). While slightly annoying it has been almost an expected thing, but not something that has really annoyed me or made me dislike the company. Recently I made an appointment for service and a couple days before the scheduled service I got a call from someone at the dealership/service facility and they said that they would like to ask me a few questions when I came in for service. That’s it. There wasn’t any clue whatsoever regarding what they had questions about or why they even had questions for me. Turns out it was a sales person at the dealership who wanted to talk with me about selling back my car. I made it clear to them that the part I appreciated least about their contact was the lack of specificity.

Here’s the thing. Marketing is a tool, a resource, a trust building exercise, an awareness raising opportunity and something we as business owners really need to be respectful of. I’m supportive of many of the changes that the industry has been making because I don’t feel that enough business owners are truly treating marketing with the respect, and reverence almost, that it deserves. There’s a definite line between raising awareness and bashing people over the head with your message. The obnoxious intrusions need to cease. There’s been plenty of recent research done that has indicated that people are interested in interacting with companies and receiving marketing from them, but not in a way that’s disrespectful, rude, invasive, pervasive or blind. There’s also a line between teasing your customers with what’s to come and being completely vague.

This week I encourage you to take a look at your marketing. Are you being specific, relevant and in line with what your customers want? If not, I’d be happy to talk with you about getting things back on the right track so you effectively connect with your customers. It’s time we start making marketing good for everyone.

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