I have heard entrepreneurs say; “any marketing is better than no marketing at all…” and they can say this…but they would be wrong! Entrepreneurial leaders must insure the marketing vehicles and tactics they use support their brand and do not create an interruption.
Market leaders understand their buyers, their buying process and buying criteria.
Market leaders create sales velocity because everything they do has continuity with their brand.
Market losers create a variety of marketing tools and “throw them against the wall” of their market and wait to… “see what sticks”.
Market losers scare business away, and their energy and budgets are used to grow competitors’ businesses.
I Love being a Chase Bank customer.
I have used a number of banks over the years…Bank of America, Key Corp, and so on. However the service I get from Chase Bank seems to feel different, it’s as if they know me, and they answer my questions before I ask them. Just yesterday my wife and I met with Dennis at our local branch and he was obviously trained to serve his clients. When other banks have made us feel like we were putting their associates out , Dennis was like the Van’s Golf employees name tags that say “sure not problem” Even the experience of walking into one of their locations “feels” different in how you are greeted and guided to the right person to help you. So imagine my surprise after a doctor appointment to come out to my car and see a windshield flier under my wiper from Chase Bank. This was an interruption for me.
Marketing interruptions make current customers pause…and bad things happen when customers pause.
For example, at first I smiled and threw their flier in my trunk to throw away later. As I drove to my next appointment however my mind wandered…
I have been reading about banks in trouble
Is my bank…Chase Bank, in trouble?
Should I maybe check out Wells Fargo or maybe open an account with Bank America again just to play it safe?
Didn’t I just read they were downsizing?…. ut oh
However my mind quickly came to terms with what has a higher probability of truth; It was the end of August ( end of the month race to hit numbers), and some salesperson , a hunter by nature ( which is awesome) needed business. So as opposed to sitting in the branch waiting for business to come to them, they took initiative and made some purple fliers and more than likely spent hours in the 104 degree Arizona heat stuffing them under windshield wipers in hopes this would drive new business. I had a pizza shop as a client years ago that could ramp up or down his sales by the number of windshield fliers he would have his drivers place. It became a predictable outcome for him over time.
However, the way a pizza shop or even a gas station chases new business is significantly different than what I would expect from my trusted bank, and the two should never be confused.
As I discussed, entrepreneurial leaders have bad things happen when they “assume”. “Well if windshield fliers work for pizza shops and gas stations…why not…” The “why not” is whatever you do must be intentional and have continuity with your brand image, your brand promise in the minds of buyers in your market.
In defense of Chase Bank, I have had rogue sales guys and even sales managers do much worst over the years. As I said I have to smile that at least they tried! Leaders, no matter what the size of their organization, must remember;
If marketing does not create tools that help salespeople hit their objectives, sales will create their own…and although you appreciate their “be a part of the solution” attitude it may cause your market to pause. When markets experience a pause, an interruption in the brand image …bad things happens.
How about your company…..
Are your salespeople creating their own tools to hit their numbers?
…Are you sure?
What policies and procedures do you have in place to insure your brand image is protected and reinforced?
Have you ever had your salespeople create their own tools…tell me about it.
From the number of fliers blowing around in the parking lot now as “marketing litter” I could tell most of the people who had fliers under their wipers did not value this communication attempt by Chase Bank. I would be interested to know from Chase Bank if this tactic is a marketing approved new business program or if I was correct a local branch went off the marketing reservation. If this tactic does in fact drive needed new business at moth end that is greater the negative impact it has on their brand in the mind of the market.