The Australian Small Business Blog

Tuesday, March 23, 2010

Missing Your Marketing Bus

Ever have a marketing plan that seems a great idea at the time, only to see it fizzle and even backfire through circumstances beyond your control? A great example of that landed in my mailbox a day or two ago. (I have cut off the name of the business- which is a well known handy man franchise.)

The government cancelled the home insulation scheme over a month ago, and I still received this offer. When you receive such a flyer in your mail, what do you start to think about the provider of this service? “Are they one of the dodgy firms that caused it to be closed down?” Even if it was just poor timing, it is not a good look and reflects poorly on the business to be associated with such a disreputable scheme.

To be fair to the business, there would be timing issues here beyond their control. There is the printing lead time for a large number of flyers. There is also the distribution lead time. However, they would still have had time to withdraw this ad, even if there may have been significant cost penalties; but they proceeded with this promotion, presumably because of their financial commitment. Perhaps they figured it would still provide some brand recognition.

What they didn’t consider was possible brand damage. Now if you were a franchisee paying marketing fees to this franchisor, would you believe your money was being well spent?

Sometimes when the marketing bus pulls out and leaves you behind, you are just better off cutting your losses and choosing another route rather than trying to climb back on to a bus to nowhere.

May Your Business Be - As You Plan It.

Over to You. What do You Think? Post Your Comments Below.
Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success.

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