We’re pretty sure there’s no ‘definitive’ rule book on what you can and cannot do with your marketing and sales campaign. What works for one company could spell failure for the next.
If there ever did exist some golden manual to keep us all on the straight and narrow, it must have been re-written and edited a hundred times over. With the onslaught of increasingly left-field social media marketing, new CRM best practices, and a plethora of two-cents worth opinion on the dos and don’ts of how to do just about everything, how on earth are you meant to keep up with it all?
For that I have no categorical answers. At the end of the day, we might all be excused for being tempted to run back to our traditional marketing activities, our ‘tweeted-tail’ firmly between our legs. Yet for the most part, this here packaging company is genuinely happy to go with the flow. We enjoy the process of learning to think and evolve outside the box.
Very often our customers provide a tremendous source of inspiration to us, and one such company whose social marketing we’re often inspired by, is Underwood Wines. Underwood by all accounts appear relatively unafraid to break the mold when it comes to making lasting connections with its client base. Yes, yes, they’re complete ‘know-it-alls’, and they’re forever telling you how to engage a successful twitter campaign 🙂 It was not so long ago they penned a lengthy tome featuring their top 50 things you should know about twitter. To my horror, this was later augmented to the other 50 things I forgot to tell you, all very useful and enlightening; I mean it, it actually was. But it’s their creativity as illustrated in the above photograph shared on their facebook profile a while ago, that makes you breathe a sigh of fresh relief. While advertising the fact you’re increasing your prices may not be the traditional carrot you’d choose to dangle in front of your customers; it probably doesn’t feature in the contents listing of ‘marketing for dummies’ either. The fact is, it’s eye-catching, it’s clever, it builds trust and loyalty, and it works.
It reminds me a little of the Stella Artois marketing campaign of the 1980’s that cleverly used the slogan ‘Reassuringly Expensive’ in order to unapologetically promote the concept of quality and value. Incidentally I’m told the letters in ‘reassuringly expensive’ can be pointlessely rearranged to form the anagram ‘Pint o’ lager virtually erases sexiness’ but that’s beside the point.
What Underwood Wines captures in its ‘we’ve increased the price’ promo is an understanding that customers above all else appreciate honesty, not some pseudo-subliminal razzle-dazzle marketing speak that gets them to think they’re in for a good deal when quite frankly, they may not be. In the case of Underwood wines, by being up front about increasing the price of this particular Pinot Noir and shouting about its quality, the customer learns it IS in for a good deal, despite having to pay more to get it.
If there’s one leaf your business turns over this week, especially in the face of recession constraints and spiraling overheads make it this one. Be a little more honest with your customers, give them the benefit of the doubt by saying it like it is. As consumers learn the language of the high-street; choosing to shop independent or #shoplocal over Sainsbury’s and Tesco, hopefully local retailers can keep it that bit personal enough to build lasting relationships. In turn, customers will learn to trust that they’re in for a good service and return to it time and time again.