We recently stopped by a bookstore to buy some board books for our baby boy. While there, I noticed huge posters on the windows and hanging over DVD displays showcasing a World War II movie that interested me. However, the DVD was no where to be found.
Under the big posters hanging from the ceilings were shelves full of a completely different movie. Hundreds of copies of the same DVD that was in no way related to the WWII movie I saw advertised directly overhead.
Why promote a product that you don’t have? Leading customers on a wild goose chase may bring them into your store but will confuse and disorient them. Your employees will then have to waste time explaining the situation. Your potential customers may walk away empty handed.
Marketing Must Match Products
Help avoid customer confusion:
- Keep your advertising and marketing promotional material current and in sync with your product and service selections.
- If a product is unavailable, indicate clearly when it will be in stock and how a customer can purchase the item.
- Avoid stale displays, ads, or web pages. Constantly monitor these communications to ensure your customer is getting accurate information.