One way to waste a few thousand dollars.
In any marketing venture, disregarding details will often result in a marketing disaster. Advertising and direct mail are by their very nature public, so marketing mistakes in these areas are very visible. So learn from this company’s mistakes before you launch your next small business marketing initiative.
Furniture Row, a retailer with 330 stores in 31 states, apparently put a lot of thought (and resources) into developing a system for sending direct mail to people who recently moved into a new home. Here is a mailer recently sent to a resident in Cincinnati, OH:
It’s a shame they didn’t put as much thought into getting customers to their stores. The mailer doesn’t include a phone number or website address, just cryptic directions to go “N. of the Florence Mall” and an address in Denver. Observe:
Without any directions or way to contact the company, this direct mail piece is a failure. Surely Furniture Row doesn’t expect new homeowners to drive around Florence, KY looking for their store.
In your marketing efforts, pay attention to the details (unless you like wasting your marketing budget on mistakes).
Sometimes, business illustration can be really boring. Often, I need to draw pyramids, create charts or painstakingly edit an existing graphic. But today my customer’s brand required brains! Specifically, a left-brain/ right brain depiction to illustrate the importance of combining research and creativity.
