How many times have you sat behind your desk and let a marketing docket go without reading through it, signed on a marketing alliance without reading the fine print? It’s so easy difficult to envision the repercussions of your actions in your concrete facing cabin.
I feel something similar happened at Yauatcha this week. It’s one of my favourite places- The dimsum heaven, stir fry lamb haven, and the place you can always go to and it never disappoints, except this time.
I recently saw a digital campaign about their anniversary celebrations, the promise of a great menu at a super affordable price. So off we went on Monday night . So as I was given an option between the Taste of Yauatcha special 5 course meal and the Anniversary menu,I realised other than the inclusion of a glass of sparkling wine the menus were 85% same. How could that be? Why would a Michelin star restaurant not have enough to differentiate the two menus? There was no answer. But that got me thinking of how the lack of vision, and part disinterest in one’s team can lead to destructive marketing.
As Marketeers there has to be a version of Gandhiji’s three monkey rule that must be adhered to
Keep your eyes open. blind. You have to know that each marketing activity has a different reaction, but don’t insult the customers intelligence. EVER
Keep your ears open. I have seen companies spend millions of dollars in research. Research of what the consumer wants. Ironically, if you think about it, we are given that information first hand everyday, we just have to have the right mechanism to internally share that data
Open your mouth. Be vocal. Interacting with the real customer on the shop floor is the best way to know if your marketing is working. On Paper and in reality the trademarks of a successful campaign are very different.