April 10, 2018

Marketing works better when you get out of your own way.

Last year while consulting with a hotel client, we decided together that a certain kind of in-room marketing piece and promotional offer was needed to spark interest (and reservations) in their restaurant.  They were TOTALLY jazzed about the idea and their in-house design team was going to “get right on it.”

It’s a year later and no piece was ever produced.  The reason?  Marketing, finance, and the executive team couldn’t come to an agreement on details… how long the promo would run, how deep the discount would be, and how the piece would be designed for the room… a door hanger?  Something to place on the bed?  Hanging from the bedside lamp?  Table tent on the vanity?

It got too hard to shepherd to the goal line, and so it’s still sitting in approval purgatory.

And yet, they are still banging their heads against the wall in frustration over the empty seats in the restaurant.

In contrast:  last month, I was traveling through the tiny town of Blackville, New Brunswick in Canada, and I stopped at the blink-and-you’ll-miss-it Burke’s Diner for a quick snack.  While waiting for my food, I noticed the napkin holders in the dining room:

Burke's Napkin Holders

Are those promo flyers slick and perfect?  Nope.  Are they even smooth and unwrinkled?  Nope.  Did a marketing team sit with the finance team for weeks, and then do a presentation to executive management before sending the idea to the design team to execute?  Pretty doubtful.

But do they work?  Absolutely.  I ate there just once, and even *I* know that Friday is Steak Night, and so forth.

Here’s the moral:  GET OUT OF YOUR OWN WAY.  That hotel client I mentioned above?  They are not alone.  We see that sort of stalling-due-to-lack-of-agreement all the time.  And folks…it’s hurting your business.  Because while you’re gearing up for the United Nations Talks of Marketing, your restaurant seats are still empty.

Doing something is better than doing nothing, and things can always be changed, evolved, or removed.  Just find a way to forge ahead.

And if you’re ever hungry in the Blackville area, here’s Burke’s version of a “light snack”…

Pile of Fries

FYI, there’s a grilled cheese under there somewhere.  #prizeunderfries