Coupons are all the rage right now. Everyone is looking to save a buck here or there, and as often as possible. Small businesses are trying to take advantage of this as well by offering discounts to their clients.
Businesses are having to get more and more innovative with how they communicate and engage their audience. Some ideas are really good and are implemented even better.
Most, however, are not executing the ideas well enough to actually get any benefit. Businesses relying on coupons or discounts will only find short-term customers. The message often gets lost on people because it isn’t communicated in such a way that it causes urgency or interest.
One Indianapolis Salon & Day Spa is a perfect example. They often send out emails with “Immediate Openings” and offers of services for no more than 10% off. The salon itself is great: they have great talent, and the atmosphere is to die for. Though they do stay in communication with their client base, they are failing to extend the message of their brand into these emails.
In a recent email offer, they announced a Lunch N Learn. This is a fabulous idea! However, nothing in the email made me want to waste the gas and time to attend this particular event, because the benefit was not communicated. They provided the basics: what, when, and where. However, the why was not communicated. And, why is the most important part.
If you have a big idea, you might do yourself more damage to not execute it well than if you didn’t act on it at all. Miscommunication of your reputation (brand) is worse than not communicating.