Are Your Marketing Messages Accurate?
Here is a lesson in conflicting marketing messages. Back in March, I bought 2 pairs of jeans from Mark’s. The blue pair was perfect. The black pair stunk. Literally. I noticed they smelled a little like furnace-oil when I bought them, but thought after the initial wash the sizing smell would disappear. Thinking I hadn’t used enough detergent, I gave it another try, and another and another. No luck trying to get rid of the foul furnace-oil-like smell (reminding me of my otherwise happy childhood).
Then, like all true Canadians, I cheerfully abandoned my jeans once the warmer temperatures arrived. Eventually, they were hauled out again and after 6 more washings, I couldn’t stand the assault on my nasal cavities, so I pulled out the receipt and took them back. Yes, that’s how well organized I am… I easily located the receipt from a purchase in March. Sorry.
I may have found the receipt, but I didn’t take the time to actually read it. At the bottom it clearly stated,
“If you’re not 100% satisfied with your Mark’s purchase, within 100 days, return your unused, unworn or manufacturer defective item with your original receipt for a full refund or exchange.”
No More Lifetime Guarantee?
Where was I when Mark’s changed its lifetime guarantee to 100 days? The salesperson at Mark’s was polite when she said she couldn’t help me because I was over the 100 day mark. I also appreciated it when she called me “Hon”. She suggested it was likely the dye and said adding vinegar to the wash may help. That just made it worse.
I hate waste. So I decided I should let Mark’s know I can’t buy their jeans anymore. Who can afford the water and detergent? I emailed them the date of purchase, the transaction number and the item code, and offered to send the jeans back for forensic testing, because what was I going to do with a pair of stinky jeans? I certainly couldn’t wear, use, or even donate them.
Mark’s Customer Service called shortly after, apologizing for my experience, telling me to expect a call from the store manager in Burlington. Sure enough, the next day I got the call asking me to bring in the jeans so she could exchange them. Which I did. What? As much as I appreciated the exchange, I’m confused. Is it a 100 day guarantee or isn’t it? Is the written guarantee only applicable if you create a stink? Pun intended.
A Good Marketing Lesson
This is such a good marketing lesson for business owners:
Say what you mean and mean what you say. Always.
When was the last time you actually checked for consistent marketing messaging? It’s so easy!
Happy New Year.