In a small office, a marketing manager had an idea. Why not use gas pumps as an advertising network? Put TV screens on each pump, turn up the volume and sell ad space.
Think of all the loud, ten second TV ads companies would buy who sell goods at the gas station. It would put their marketing message on the pump where the customer was standing and couldn’t look away. There would be no control by the customer to turn it off or turn down the volume.
Pure annoyance.
The marketing manager never considered how annoying this would be for consumers. His only interest was revenue, not experience. He didn’t care if the messages were an interruption to the customer who just wanted to fill his tank not his head with annoying, uninvited ads. The manager’s task wasn’t to enhance his customer’s visits; he was told to find a way to make more money.
Feeling Hosed
Marketing at its best doesn’t interrupt or interfere with your daily routine. It is empathetic to the human being.
It doesn’t yell and screams at you when you need to fill up your car. It doesn’t blare a message to come inside and buy SNICKERS, SLIM JIMS or SALTED PEANUTS.
Intrusive messages make you turn your head away, and seek out a different experience next time.
I no longer buy gas at the most convenient location because of the annoying, commercial-filled pump. Instead, I buy gas at a station that just sells gas at the pump.
Are you pumping out your message and driving away customers?
Is your message based on permission or intrusive? Are you providing fuel for your customers to solve their problems? If not, you might need to fill up on some marketing ideas. Call me at 919 720 0995 or email me at jeffslater@themarketingsage.com No extra charge for premium.
Photo credit: Jeffrey Slater’s iPhone
