04.30.10
Hardwood Sold by the Yard
In his booming disc jockey voice, the radio personality shares his great flooring experience with the local audience. “My wife and I went to XYZ Flooring Store for beautiful hardwood flooring. XYZ installed great laminated flooring in our upstairs home office. XYZ can help you too with pricing as low as $3.99 per yard.”
What is wrong with this picture? Maybe just because I’m a flooring guy I recognize the inaccuracies of the advertisement. The term “laminated flooring” is not buying you any brownie points in the consumer’s eyes and hardwood priced by the yard (it wasn’t even a square yard) makes for some mental gymnastics. Someone spent a lot of money on an ad that obviously wasn’t reviewed or proofed prior to recording it.
I have had many people express their dissatisfaction with internal and external marketing people who provide inaccurate information. It confuses the customer, frustrates the sales reps and costs the company money especially when price issues are involved. We’ve all made mistakes on a marketing piece but those errors should be few and far between. Always make it a point to proof and reproof by multiple eyes to make sure you are promoting the image you want representing your company.
Regards,
Brian Boek
