Avionics News August 2018 - 28

THE

series

MARKETER'S
TIP SHEET

B Y

P A T R I C I A

L U E B K E

Lost marketing
opportunities
O

versized postcards are popular among direct mail marketers these days, and my daily
mail brings at least one. Like all marketers, I look at a marketing message both as a
potential customer and as a marketer. How effective is this particular sales attempt?
Recently, I received one of those postcards with the headline: "The Best Restaurants
in Manhattan, Delivered." Wow, sounds good. But it got even better with the inclusion of a promotion code to take $10 off my first order. Sold! I was ready for a
delivered dinner.
I wanted to preview what I would be eating later, so I looked for the URL to check
the available restaurants. The URL wasn't on the front of the card, so I turned it over
and it wasn't on the back either. No URL. I thought I must be missing it somehow and
sat there for a good two minutes, flipping the card back and forth. I even read the fine
print ("Offer valid for new customers only...") and still no URL. Out of desperation,
I put my thumbnail on the edge of the card thinking maybe it wasn't a postcard after
all, but a brochure that opened to reveal a giant URL. No. So when it comes to missed
opportunities, here's the first:
Include your URL. Even if you're not an internet-based company, make it easy for
customers to find you. The internet and search engines have totally changed how
customers research the products and services they buy, so your URL should be
handy on all marketing materials you distribute. Think of other places to put
it - on your company shirts, your company
van, your invoices and your signage.
A friend recently catered a high school
graduation party for her daughter from a
Mexican restaurant. Not only did the restaurant deliver great food as promised, but
included a (free) congratulatory banner with her

28

avionics news

*

august

2018



Table of Contents for the Digital Edition of Avionics News August 2018

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Avionics News August 2018 - No label
Avionics News August 2018 - Cover1
Avionics News August 2018 - Cover2
Avionics News August 2018 - 1
Avionics News August 2018 - 2
Avionics News August 2018 - 3
Avionics News August 2018 - 4
Avionics News August 2018 - 5
Avionics News August 2018 - 6
Avionics News August 2018 - 7
Avionics News August 2018 - 8
Avionics News August 2018 - 9
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Avionics News August 2018 - 11
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Avionics News August 2018 - 18
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Avionics News August 2018 - 21
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Avionics News August 2018 - 28
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Avionics News August 2018 - Cover3
Avionics News August 2018 - Cover4
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