Marketing Ethos...

Quick: Write a list 10 people you know.

Now circle all the people on that list that you respect.

Chances are you didn't circle all 10. Just because you know someone
doesn't necessarily mean you respect them.

The same is true for branding. Just because you recognize Virgin
Airlines or Britney Spears' name doesn't mean you're going to spend
money on them.

Many factors influence brand preference. One of the most interesting
is the influence of personal relationships and experiences. It's another
form of WOM (Word Of Mouth) Marketing.

I may or may not buy something a friend recommends. But I definitely
will not buy something they slam.

Last week, we stayed with friends in adjoining cabins at a large State
Park here in Illinois. It's an end-of-winter tradition we've had for 3
years. We usually have a good time despite little problems with
booking or lodging. I often speak highly of the Lodge and Restaurant
and suggest people try it as a unique get-away.

This year, however, there was a booking mistake that required we
change rooms in the middle of our stay. We lost a whole morning
getting rooms unlocked, repacking, and trudging luggage.

"It was an honest mistake." the front desk manager told our friends
when they asked to be compensated for the inconvenience. So why
didn't the manager make an honest attempt at making good?

When our friends checked out they had been credited $20 a night
by mistake. They reported the mistake -- and were charged back for
every penny.

So much for rewarding their integrity.

The Park has great marketing. They have beautiful ads, a nice
website, enticing literature. But, as the old saying goes, the best
advertising is Word-Of-Mouth.

How has the experience changed my feeling about the brand? All the
great marketing in the world won't make me feel the same way
again. And my recommendation won't be quite so genuine either.

Too bad. It used to be on my top 10 list.


- Phil Sasso