I like pizza… a lot. At our house, we buy pizza almost every week.
I’m willing to spend money buying stuff like a good meal or cool new electronic device. As a consumer I expect to get value out of each of my purchases. I expect the company providing the product or service to give me my money’s worth. It’s my job to determine if it’s a good value for what I’m receiving compared with how much I’m paying.
Businesses Make Money
It is not my job as a consumer to ensure the company providing stuff is profitable. Maybe the product or service is a lost-leader, maybe it’s a cash cow, again, not really my concern as a consumer. If you’re not profitable, that’s not my fault.
Just for fun let’s say it was my concern. If it isn’t profitable I’d tell you to raise the price, although I may stop buying from you. Maybe I’d tell you to find less expensive suppliers, or streamline your processes, or eliminate wasteful overhead or renegotiate your lease. If that was the case, I’d also be concerned with you making too much money, too high of a profit margin. Then I’d request deep discounts on each purchase or demand improved quality, features, portions, etc.
But consumers don’t care about your profitability. That’s not how they’re wired.
By definition you opened a business to make money; most people understand that it’s not a hobby. When someone walks into a business they know they’ll pay for stuff. Yup you’re a business and are trying to make money – they get that. Apple charges for their iPad, Nike for their running shoes, Toyota for their cars.
Marketing Your Business
Your marketing message could have many purposes like encouraging consumers to buy, educating, creating brand awareness or solidifying brand recognition. “We want to make money” is not a marketing message. Honestly it’s not even a good mantra for your sales team.
The picture that sparked this blog (or rant) came from a national pizza chain. I’m guessing the mission statement or marketing message wasn’t create by their corporate office but by some regional franchise. I hope it wasn’t the less-than-brilliant idea of an ad agency.
To help them out I’ve written a new marketing message base on what I understand to be there goal:
“We want to make money off you. In return we’ll try to provide great service to overcompensate for the fact that we’re willing to make good food but never great food.”
If that’s truly what they believe, maybe honesty isn’t the best policy. If that’s not really what was meant, they need to go back, redefine their value proposition and come up with a mission statement or marketing message that resonates with consumers.
What are some of the worst marketing messages you’ve seen?