Black Marketing

17
Aug

Nice, but VERY naughty.

Last month a pub taught me a lesson.

Their new customer loyalty program is inspired.

Unfortunately, it’s also illegal.

That aside, this story flags a wellspring of ideas from which we can draw.

Beer O’Clock

It was a cold, huddle-at-home night that required just a couple more beers.

I braved the rain to the only place open – a hotel I use maybe once a quarter.

The owner, always chatty, asked if I wanted to borrow one of his movies – gratis.

I was so surprised by this offer that I gratefully chose ‘Doubt’ with Meryl Streep.

Tempted

The street was even darker than the bar, so it wasn’t till I returned home that I saw a burnt DVD in a convincing photocopy cover.

As an artist, I vehemently decry piracy.

And yet, bored and tipsy, my inner demon took over and I watched the film.

It was OK.

Morning After

The next day, I realised the elegance of this nefarious device.

The pub owner had done me a ‘favour’: it behoved me to return his contraband.

And since it was a borrowed DVD, I was conditioned to do this in seven days or less.

Were I to keep the disc or call the cops, I’d sever a late-night supply line.

And of course, back in the bottle shop, need or courtesy would ensure my repeat custom.

Dirty Dozen

Not wishing to compound my viewing crime, I returned the DVD without further purchase.

Though not a ‘dobber’, I felt this tale worth telling.

It got me thinking about the rich history of hotel initiatives* to attract and retain customers (and maximise their spend).

In roughly chronological order, I can recall:

Raffles.
Pool competitions.
Football tipping.
Darts leagues.
Lucky scratch tickets.
Juke (and now video) boxes.
Beer gardens.
Big-screen sport events.
Poker machines.
Kids’ playgrounds.
Free party hosting.
Membership cards.
Emailed birthday deals.

That’s 13 bizgen ideas from the vendors of a costly carcinogen.

Many of which have nothing to do with the product!

Maybe you can think of more.

Glass Half Full

I took a critical look at my business and realised I don’t offer nearly the number or variety of ‘goodies’.

My best freebie is to coach ambitious clients to better English by flagging errors in their emails.

(And you can believe not everyone values that service!)

I think I need to lift my game.

How about you?

In delighting your clients, how do (or could) you think outside the cardboard box?

Get into the spirit.

Your valuable content will elicit

Cheers!

* Not the pub in question.

Paul Hassing, Founder & Senior Writer, The Feisty Empire

What others are saying

Author

Paul Hassing

August 17, 2010 at 9:59 am

By chance, our Susan Oakes has written a ripper post today that’s highly relevant to this discussion. It’s at:

http://www.m4bmarketing.com/keep-customers-simple-promotions/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+m4bmarketingblog%2FxIjV+%28M4B+Marketing+%29

Author

Paul Hassing

August 17, 2010 at 10:02 am

BTW, I have deadlines and meetings today. So please forgive me if I’m a bit off the pace responding to comments. I’ll check in when time permits and get to every contribution by day’s end.

Author

Paul Hassing

August 17, 2010 at 10:07 am

… and of course, please feel free to chat among yourselves.

You may well have more fun that way!

Author

Susan Oakes

August 17, 2010 at 11:32 am

Hi Paul,

I have also included your link as the pub promotions are great examples of simple and effective ones that many patrons like. Many times the success comes down to identifying what appeals and to make sure the promotions are still in line with the brand identity otherwise it can confuse customers.

Author

Malcolm Owens

August 17, 2010 at 3:30 pm

Hi Paul,

Promo is promo and getting customers in through the use of inducements is a great idea – to a point. What this publican did was both illegal and foolish.

I hate pubs that have changed great atmosphere and a nice place to a noisy den of poker machine junkies vague to the realities of social interaction as they push that button just one more time……

We don’t need pokies, dont need DVD’s – how about a nice ambiance, open fire, good food and some live music then let word of mouth fill the joint in a flash.

Author

Paul Hassing

August 17, 2010 at 4:25 pm

Thank you, Susan and Malcolm. It’s so nice to return after a trying day in the field to find your reliable reflections, ideas and links. Best regards indeed. P.

Author

Leon Noone

August 17, 2010 at 9:02 pm

G’Day Paul,
What a coincidence. I just won a free workshop with Dave Navarro. It’s claimed to be worth US$179. But as I haven’t won anything since St Kilda won their one and only premiership, i felt pretty pleased. And I won a prize merely by leaving a comment on his blog.

I’ve claimed for years that there are three certainties in life: death, taxes and learning. It’s all a question of readiness.

make sure you have fun

Regards
Leon

Author

Paul Hassing

August 18, 2010 at 8:04 am

Nice one, Leon! Glad you’re getting something back for your thoughtful comments.

I think I still have a toy fur seal that I won to impress a girlfriend at the Adelaide Show back in ’85.

Would that suffice?

Author

Carbonite Australia

August 22, 2010 at 4:06 pm

I must admit we are quite boring simply offering good service and bonus months with your purchase every now and then.

We are also looking at bundling in other discounts with relevant home software such as anti-virus.

Author

Paul Hassing

August 23, 2010 at 7:27 am

Good service would suit me just fine on the majority of corporate suppliers I use. There’s a point of difference right there!

Bundling looks interesting, as long as it isn’t rammed down your throat (as by a telco I could mention).

I’d be delighted to hear of any progress (or otherwise) you make with your initiatives, Arthur. Thanks for contributing! P.

Author

Online Marketing Sydney

September 3, 2010 at 9:19 am

I respect the commitment you place into your blog. I wish I had the same drive

Author

Paul Hassing

September 3, 2010 at 11:34 am

Thank you for your kind comment.

It’s amazing what one can achieve when there’s a deadline drawn in blood across your desk.

It really focusses the mind and helps you achieve much more than you might if left to your own devices!