I’m concerned that my marketer’s approach will turn off more customers than I can afford to lose.
“TI am in the final stages of launching a small grocery in a small but growing out-of-town community. The marketing consultant I’m working with is encouraging me to open with a bang. He’s designed an elaborate ad campaign and is cooking up ideas for the grand opening including special promotions and cooking demos. Initially I was excited by his ideas but now I’m having second thoughts. I don’t live in a big city like New York and while people here don’t live in a cave cut off from the rest of the world they definitely keep things simpler.
I’m wondering if all the hype won’t turn people off. Will people like my marketer’s big-city ideas? It’s so important for a business to create a homey personal feeling between customers and owners so I’m worried that people might feel that I’m introducing a level of unwelcomed gashmiyus into the community. In the end I’m concerned that my marketer’s approach will turn off more customers than I can afford to lose.
Imagine a cancer center hosting a scotch and cigar event. That’s the wrong story! The first thing you need to determine is whether the marketing campaign you’re describing tells the story of your business. Does it resonate with your target customers? Does it represent you and your brand?
You haven’t presented any reason to go overboard with the campaign. What kind of results is your consultant predicting? What would his ideas generate in sales and other value?
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