Email Marketing: They Just Don’t Get It – Part II

Hi Everyone

Last week I wrote about two businesses who spent their marketing dollars on a Coupon site to attract customers.

They did all the hard work but blew it because they did not have a ‘backend” strategy to their marketing.

You can read that story here.

Well, I bought another coupon meal deal (I know but I am a sucker for these types of offer) and decided to put this business to the test.

Armed with my wife and a booking at 8 pm I ventured into a local café/restaurant and was eager to take advantage of our “2 courses and a bottle of wine” offer.

The first thing we noticed was the café/restaurant was empty.

I then checked the sticker on the door and saw the closing time was 9 pm.  Gosh I thought, I hope they don’t kick us out before we have finished.

Once seated, the waitress was polite and explained to us we could have two entrées, two main meals and a bottle of wine.

Great, I thought – what a bargain.  If the meal was as nice as the waitress’ manners we may have found a new dining place.

After some pleasant conversation we were ready to order.

An antipasto dish for two seemed to be the right choice with the Garlic Prawns for me and the Pepper and Salt squid for my wife.  All to be washed down with a bottle of crisp Sauvignon Blanc I thought.

But what we discovered on ordering was something quite different.

“Sorry, if you order the antipasto you can have only a serve for one and as for the wine you must choose from a Shiraz or a Rosé .  No white wine is allowed on this deal.”  Said the waitress confidently.

Now for my wife who likes a white wine but not a Red or a Rosé felt a little confused.

Was our attempt to escape from the kids going sour?

For me I was more taken aback that our entrée for two was now an entrée for one.

“Never mind” I said.  “Let’s go with the Rosé”


“OK – antipasto to share will do.”

Well, the wine arrived and it was warm.

“We can’t drink this.”  I said to my wife.

I’m glad the screw top was still affixed to the Rosé as I asked if we could have a cold bottle.  After all, Rosé should be served chilled.

“Hmmm…I guess so.”  Was the answer we received.  “I’ll see what I can do.”

Both my wife and I looked at each other and raised our eyebrows.  Subconsciously we both were saying “Gosh, what’s going on here?”

We could hear bottles being rattled behind the bar and when the waitress arrived back we felt the bottle was indeed chilled and thanked her for efforts.

She smiled.

An indifferent start but at least we could now enjoy each others company.

Our entrée was a pleasant mixture of savouries and contained a sufficient quantity.  A tick to the restaurant in our minds occurred.  We were happy.

The main meals followed very quickly and because I know we were close to the closing time we accepted gleefully.

My prawn dish was fine but my wife’s dish contained a salad that was swimming in mayonnaise.  For a personal trainer, not a healthy meal.

Both meals were heavily salted and as we progressed throughout the courses we could sense our urgency to refresh with liquid.

At the end of the meals, we glared at each other and said,
“Gees, it wasn’t that great, was it.”

I said, “I wonder why businesses go to all the trouble to get you here and then blow it.”  “It doesn’t make sense.”

As we stood up from our chairs and started to exit the owner, who was sitting at a table near us, finally acknowledged our presence and said, “Thank you.  Come back soon.”

I looked at her and smiled and said, “Thank you”, knowing too well they will not see us again.

Let’s see as a consumer why I should not go back:

  • They downgraded the offer, from what our expectations were;
  • Served warm wine which should be cold;
  • Rushed our main meal to beat the closing time;
  • Added too much salt and unhealthy mayonnaise

but for me…

Anyone could have a bad night – so I can overlook these matters.
Everyone deserves a second chance.

The real problem was:

  • the owner ignored us ALL night.

We were in her premises, giving her money and she ignored us !

She was sitting within 7 feet of us at another table and never acknowledged we were there.

Remember we were the only patrons.

The sad part too was there was no attempt to capture our email address to create a “backend marketing strategy”.

Since that night I have discovered the café/restaurant is on the market for a sale.

I can see why.

No actually…

I can see a bargain with massive upside – CAN YOU ?

Believe in Yourself

About Kurt

I'm passionate about helping people in small to medium businesses get BIG results from email marketing. Email Marketing is about 1. Your List 2. Your Relationship With Your List and 3. Your Offer. When you get the three in unison, watch your profits soar. If you're not sure what I mean. Contact me. I can and will help. Believe In Yourself - Kurt

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