When Direct Marketing Goes Wrong
August 13th, 2008 | Published in Business, Marketing 101
I went out to get my mail yesterday and noticed an over-sized postcard mailer for Dollar General. The offer was they’d give me $5 off my next purchase of $20 or more. I though great, cause about once a week I get all my cat related items at Dollar General which usually totals around $20 dollars. Then I took a closer look and I realize I can only use it at a store that is located in another town, about 15 miles away.
Problem is I shop at a Dollar General store that is less than a mile away, been open for years. It is also located in the same town and even zip code of my mailing address, which of course they know or I never would have gotten the mailer in the first place. As somebody that has done millions and millions of direct mailers stuff like this, and that it happens in our high-tech world, just blows my mind.
A wasted opportunity to make me a more happy and loyal customer.
