I went to a big box home improvement store the other day and was greeted in the front of the gardening department by a hand written sign that said “shrub promo $1.99”. Seriously, this is the best that this billion dollar home improvement chain’s marketing department could come up with. I mean obviously the sign was written by an employee that was told to make a few signs about this week’s shrub promotion. But some where along the line the marketing department thought their job was done and from here the stores staff could finish the signs. Granted Im sure much if the time this system works just fine. Marketing got the customer in the door now it is up to the staff to make the sales. However it’s risky, as this example shows.
Getting customers in the door isn’t enough. Marketing is more than placing ads, producing commercials and printing fancy brochures. It should be followed through to the end… In most cases the sale and in some cases for the life of the product (but that’s another post).
Good marketing examines every part of the sale, and every way In which a brand conveys its message to it’s customers. Don’t stop just before the finish line.