Bad things happen to good marketing, to paraphrase the title of a popular book of several years ago. It makes a salient point, one that often flies over the heads of everyone from CEO to salesperson. It's this: unlike other company functions – from accounting to human resources – everyone in a company is a self-anointed marketing expert.
This doesn't deny the value of input. Carefully measured and analyzed, such information can provide valuable insights for refining and shaping a marketing program.
At the same time, too many "cooks" can – and do – spoil the marketing "soup." Or, more to the point, distort, alter, subvert, and even kill what could be productive marketing programs. Unfortunately, it's not always evident what's happening until the damage is ...
The Internet retailers are doing it right. Email your order at 10:22 p.m. tonight and it arrives in two days. And delivery is free. That's doing it right. Radio Shack is doing it right, too. They've dropped the irritating 'Can I have your name and address?' with every sale, even if you are buying a battery.
Walk through the door of any of Radio Shack's 7,000 small, local stores and trained people are ready to answer your questions, get what you want and send you on your way in record time. Why get stressed with parking problems just to get to a big box retailer where there's no one around to help you find what you need?
While doing it right deserves applause, doing it wrong deserves even more attention. See what's going wrong may help to get it right. Here are just a few '