How To Be A Marketing Queen
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Title: How To Be A Marketing Queen
Word Count: 726
Author: Sue Painter
Category: Business - General
Article URL: http://www.submityourarticle.com/articles/easypublish.php?art_id=78773
The article is preformatted to 60CPL.
How To Be A Marketing Queen
Here's a story about a savvy marketing women and how she
fulfilled a customer need by creative thinking and going
the extra mile.
Background: For a marketing campaign, I wanted to offer a
gift card toward a cup of coffee to a business networking
group's membership. I needed 150 gift cards, each worth two
dollars. First I called Starbucks and was told that they
would not do gift cards for less than five dollars each.
Next I called Border's and was assured that yes, they could
do the two dollar gift cards but they refused to get them
started over the phone (would not take a credit card for
them by phone. I had to show up in person and stand there
while they processed 150 two dollar gift cards. Given that,
I canceled an appointment and drove over to stand in line,
only to be told when I got to the head of the line that
"oh, sorry, I was so wrong, we can only do gift cards for
five dollars or more." So much for the training of Border's
Next stop, McDonald's. Guess what? They ALSO can only do
five dollars. But at least the manager there offered their
printed "McDonald dollars" gift books that I could tear
apart and use. The only problem was that she had only $85
worth of these in the entire store, I needed $300. I took
what she had and left, daunted at the prospect of stopping
by another 2 or 3 McDonald's to find the rest.
The real deal: Hardee's is not far down the street so I
thought it was worth a stop to ask there. Jan Sweet, the
manager, was very welcoming and said she could do the two
dollar gift cards, even though she had to ring them up one
at a time. Setting to her task, she was shocked to find out
that Hardee's computers were like everyone else's,
programmed to accept only five dollars or more. "This is
crazy," she said, frowning. "We have people come in here
all the time who need a few dollars for sports teams and
teachers." Determined, she called both her district manager
and her marketing person only to hear that their computers
did not serve her need.
Queen of Marketing struts her stuff: Jan was absolutely
determined to make her customer (me) happy AND quickly
realized I was sending 150 people her way, who would more
than likely purchase more than the two dollars worth of
coffee I was gifting them with. She rooted in the safe for
"Hardee dollars" only to find that they were out. She
actually offered to stay late that evening and print up a
special coupon just for me, pointing out that the only
downside would be that the recipients would then have to
come to her store - she couldn't make and sell a special
coupon that would be good at any Hardee's. It wasn't a
perfect solution for me, but it WAS a solution. I agreed to
Giving me something free to drink, she disappeared into her
office while I waited. Suddenly, she re-appeared with some
gift coupons in her hand left over from another in-store
promotion. They were for an entire Hardee's breakfast
(about $4.00 in value). Waving them at me, she offered to
sell them to me for $2.50 each, and she had enough to
fulfill all I needed. Deal done!
The smarts: Jan is one smart manager. She took care of an
urgent need from her customer (I needed the things the next
morning), she upsold me, she offered me a great value
allowing me to look even better to my gift recipients, and
she made sure I knew that she'd be glad to always come up
with something special and give me a good deal if I ever
needed something in the future. A good business
relationship was made! I will talk her up to everyone I
know as one of the rare managers who is a small cog in a
huge machine and who actually provides true customer
The next time a potential customer asks you for something
you don't offer, think about how you can work around it to
get the job done. It'll help your business and make a
loyal customer, too!
(c) Sue Painter
About the Author:
Sue Painter spends her time coaching people to create work
that is rich in spirit and profit. You can check out her
marketing tips at http://www.confidentmarketer.com and on
the YouTube channel confidentmarketer. Sue's marketing
expertise and strong insight leads her clients to call her
a marketing therapist. She can help you build your business
from the inside out.
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