Marketing is like a race these days. Everyone wants to win the race from competitors, be it a product, service or a food chain. Sometimes, running at a fast pace can actually be detrimental to your business and revenue. You tend to take wrong marketing decisions which have a negative impact on your business as a whole.
Such example can be taken from the Papa John's NFL saga, where Papa John’s, which is America’s renowned pizza chain, was one of the sponsors for the NFL championship. Recently the pizza chain came under attack by the critics where the founder John Schnatter blamed the NFL players for their decrease in sales and decreasing stock prices. This was in due response to the NFL national anthem player protest controversy. After this, Papa John’s became the talk of the town where they were criticized in every talk show and slogan possible after which the CEO succumbed to an apology. This incident gave an insight on top 5 things which you should not do in marketing.
1. Blaming Others Will Not Solve Your Problems
If you are facing a decrease in sales and revenue, you should not blame it on any third party or any external scenario. Check within your business, your products, and your processes. Check with your customers and your employees, the problem may be within your business and not any other outsider.
2. Do Not Limit Your Investment Options
No matter how big the profit may be, or how great the opportunity is, never invest all your money in one place and keep your revenue options open. In case of Papa John’s, they had invested a hefty amount in the NFL sponsorship and had a huge marketing alliance. So in a way, a drop in the NFL TV ratings can have an adverse effect on the sales of Papa John’s. In such a case, you still have time to rethink your investment and divert your cash to other investment opportunities. Expanding and diversification are always beneficial for your business.
3. Consider Your Business Partners as Equals and Not Under You
One important thing that is bad for your business and marketing strategy is bad mouthing about your business partners. The way Papa John’s dealt with the NFL situation seemed like an insult to the NFL. Even if they had reservations against the NFL players and their sales dropped greatly due to them, they should not have bashed the NFL players as they sounded hostile towards them.
Professionalism is the key to success in any form of business and you should always respect your business partners and treat them respectively.
4. Separate Politics and Business
You should never mix your business with political issues. Papa John’s did the same mistake by diving in a matter which did not concern them, the protest of the NFL players during the national anthem. It presented them as hostile as they disregarded the feelings of the NFL players and just thought about their revenue and sales. You should never upset your potential customers due to some issues.
5. One Mascot Associated with Your Brand Is Not a Good Idea
The mascot is the recognizing factor of your brand, whom the customers have associated with your brand. Surely people will learn from Papa John’s mistakes to just have one mascot as this created problems for the business. One wrong statement from the CEO and everyone against the brand. Customers want to buy from a business which is full of positivity, optimism and is friendly and not those who blame their shortfalls on others and disregard their partners.
Posted by Randy Blakeslee - GetnSocial
Quantum Sign Corp
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