In today’s age of technology and digital communication, we’re constantly bombarded with marketing messages, both wanted and unwanted.
It’s common for companies to reach out to potential customers, hoping to convert them into loyal patrons. However, the approach a company takes in reaching out can make all the difference between earning a customer’s respect or turning them off entirely.
I recently had a personal encounter with a skincare company that left me frustrated and riled up, highlighting some of the worst practices in modern marketing.
A friend gave my phone number to a skincare company and their representative texted me, saying that he obtained my number through my friend. He said they wanted to invite me to an event they were organizing and would I be interested. I replied that I would like to have more information as the date he stated was the next day!
Without even verifying if I used their products, this company emailed me an invitation to their event scheduled for the very next day.
To make matters worse, they assumed I would attend just because I had asked for more information via email.
This incident left me with a bad impression of this company. And here’s why.
- Never Send Last-Minute Invitations: A Surefire Way to Irritate Prospects
Marketing is all about creating a positive impression and building a strong rapport with potential customers. When a company sends an invitation to an event at the eleventh hour, it can come off as inconsiderate and hasty (and probably signals to me that they were desperate for numbers and any warm body would do!).
No one sits around eagerly awaiting to attend events and definitely not people in business. Especially in this case, I had meetings and plans for my day and even if I didn’t have any meetings, I guard my time preciously so any event that wasn’t helpful to me would get a firm no.
Effective marketing is about creating anticipation and excitement around an event or a product launch. Springing last-minute surprises on potential customers is more likely to annoy them than pique their interest. To truly engage your audience, it’s essential to give them adequate time to plan, prepare, and look forward to what you have to offer.
Take our case as an example. We’re working to organize a year-end party for Redbox Studio clients and we have to be mindful of people’s schedules. We give our clients a lead time of at least 5 weeks because we understand everyone is busy and everyone has their own priorities. No one drops everything to attend your event. No one is that important.
And if you’re a marketer or business owner, ask yourself an additional question: What’s in it for your prospect to attend?
- Don’t Assume I’m Attending Just Because I Asked for Information
It’s common practice for customers to request more information about a product or service before making a decision.
I reached out to the skincare company out of curiosity and a desire to learn more about their brand, not necessarily because I intended to attend their event.
However, they assumed I would be attending, and their email made it clear that they expected my presence. It started off with “Thank you for your RSVP…..”
I clearly did not say I was attending!
Assumptions are the enemy of effective communication and marketing.
Instead of assuming, companies should take the time to understand their prospects’ intentions and preferences.
They should aim to nurture a relationship and provide tailored, value-added content that aligns with the prospect’s interests. Jumping to conclusions can alienate potential customers and deter them from engaging with your brand.
Every time I come across any marketing – good and bad – I realize these real-life examples are a fantastic way for us to share and teach about marketing. (If you want to learn more about marketing, sign up for our newsletter as we will be sharing proven and tested marketing strategies and that you can use to create genuine interest in your business.)
This incident with the skincare company serves as a cautionary tale for marketers.
Last-minute invitations and making assumptions about prospects’ intentions are not only ineffective but can also tarnish your brand’s reputation.
Effective marketing is built on a foundation of respect, understanding and empathy for your potential customers.
By taking a more considerate and customer-centric approach, businesses can create better relationships with their prospects and increase their chances of conversion.
After all, the essence of successful marketing lies in connecting with people on a personal level and providing them with the value they seek, rather than irritating or inconveniencing them.
Have you come across such irritating marketing tactics? What did you do?
Interested to become a smarter and more genuine business owner and marketer? Join our newsletter!