Today's, focus will be on print buyers. One thing has become clear to me, after having time with print buyers across the country. They do not care! So, you are thinking, “Ryan, what don’t they care about?” Good question. Well, first there is no (for the most part) full-time print buyer in today’s world. There are people, such as a communications manager or a marketing director, who oversee this responsibility among many other duties. And, they see printing as a necessary evil. This means one more thing they have to handle and get done. Second, many have come to view…
Ok, quick time out for a marketing and communications 101 lesson. Simple is better.
Why do restaurants and convenience stores make our providing them feedback so difficult. With the advent of texting, and QR codes who has a desire– to call a 1-800 number to tell how a company how it is doing. Isn't such an approach ALL about the company and LITTLE about the customer?
Should it not be easy, simple and the opposite (about the customer)? Simple is better.
If I knew I could tell Chili's restaurant via a text message how they are doing, and that it would take me less than two minutes to do so– and that I would get something for free on my next visit– I would likely do it. So they give me free chips and salsa if I fill it out. I can do it in a manner of a few clicks and will do so while I am walking out the door. Oh, by the way, they should send the coupon write to my phone as well.
Simple is better.
So look at these two incentives I have gotten recently. One is good — see below from Kohl's. It gives me a QR code and an immediate access to a future discount. Appealing and easy. SIMPLE.
The second one is not so good. Too complex.
Wow, this is a lot of work for an offer to good to be true– a chance to win $3000. Come on? How about a coupon for 10% off my next visit to Walgreens if I fill out.
We live in a rapidly moving world. The companies that learn to make things simple and effective will be the ones that communicate their messages the most successfully.
And, oh yeah– if I failed to make my point… Simple is better.
Ryan T. Sauers