Tag Archives: marketing

How did we do today?

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I went to my local drug store to pick up a prescription this morning. I walked in and stated my name, the pharmacist asked me my date of birth, then she went into a drawer,picked up my prescription, and handed it to me. I paid for it and left. Before I even got to my car I got a text:

Thanks for visiting [Drug Store Name]. How did we do today?

To rate your overall pharmacy experience, reply with a number 1 to 5, with 5 being the best. We appreciate the feedback!

I replied: STOP

…And received an unsubscribed notification text. But here is the thing: I never subscribed.

This evening I was sent an email from the same pharmacy titled, ‘How Did We Do?’, asking me to ‘Take a short Survey’.

I don’t remember when the line was crossed, but it has been crossed. You share personal information like your phone number and/or your email address, and companies believe it’s their right to contact you and ask for feedback or to promote products and sales. And the thing is you always end up giving them your phone number or your email because, for example, you need to become a member in order to get the sale price, and you can’t become a member without sharing these details.

I can understand asking me, ‘ How did we do today?’ If I spent 2 hours getting a service from you, or if I contacted customer service to help me solve a challenging problem. I get it if we’ve been through a two month process together. I can’t understand what you expect me to say about a 45 second interaction?

What meaningful data are you getting, and at what cost of annoyance to your customers?

I can’t pick up a prescription without being hounded for feedback on the transaction? I can’t read your website without accepting all cookies, and closing the window inviting me to subscribe to your newsletter? I can’t see your 1-minute news clip without viewing two fifteen second ads, the first of which I can’t skip and the second I have to wait 7 seconds to skip? I have to watch a 5 minute video where you spend 4 minutes telling me what you are going to tell me.

You want to help me? Stop this nonsense.

You want my feedback? Stop asking for so much feedback. Stop burying the lead behind advertising or behind a slow-burn audience retention strategy designed to evokes sunk cost feeling like, ‘Dang, I’ve listened for 4 minutes now, I’ve invested too long to miss the ending now.’ And stop asking for engagement (like, comment, subscribe) before you get to the point.

Just stop it… Please!

Generic platitudes

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One of the odd little things about running two schools in my district is that often, when someone has gotten hold of our school mailing list to send out emails, I get two of them… one for each school. So when I see a letter designed to be personalized, but is actually a form letter, I get to see it in duplicate.

Here is the introduction to one of those letters that I got twice:

“Dear David,

I’ve been researching schools in the Vancouver, B.C. area and was truly impressed to learn that your school stands among the very best. Because of that, I’d love the opportunity to speak to your students, teachers, and parents while l’m in Vancouver on my speaking tour from November 4th to 7th, 2025.”

(Cue a sarcastic tone) Isn’t that flattering!

In this day and age you have two choices: Either do research and really move from platitude to sincere compliment, or skip the platitude altogether. It’s not honest, it’s insulting. Even if I don’t get it twice, I’d know this letter was insincere, but it becomes especially insulting when I get to see it repeated in my inbox.

I don’t have the time to waste doing this, but I’d get a kick out of calling this person up, thanking them for the email, and asking them exactly what it is that made them, ‘truly impressed to learn that (my) school stands among the very best’?

Anyway, this is my public service announcement: Don’t send out generic platitudes. It’s neither flattering nor effective. And in fact, it feels a little insulting.

Dead malls and golf balls

Shopping malls are struggling. People are ordering more and more things online, and the foot traffic that walks through malls, impulse buying from places they weren’t really planning to shop at, has decreases significantly. Less shoppers, less purchases, less successful stores. There needs to be reasons to bring people to malls. Malls need to become destinations not just for shopping, but for activities.

I don’t know what the draw could be, but I can give an example of something I’ve thought should be combined for a while now: movie theatres and mini golf. Movie theatres take up a lot of room, and most of them could put an 18 hole mini golf putting range on their roof. Going to the movies? Get a discount on a round of mini golf.

Sit in a theatre for almost 2 hours… then go for a round of mini golf. Hole in one on the 18th hole? Get a half price off on your next movie. Easy added value opportunity for a theatre.

So what’s the added value that can be added to a shopping mall? What ‘experiences’ can be added to get people to actually decide that the buying experience in a mall is better than online? I’m not sure, but I think the shopping mall experience needs an update.

Buying loyalty

You are offered a free ebook, but it’s not free, it includes confirmation of your email and now you are on their email list. You are buying a coffee, groceries, or clothing and you share your loyalty card to earn points and free products..

‘Have one on us on your birthday!’ – the price is your name, email, phone number, date of birth, and maybe even address.

The discounts and rewards change, and each time they do, it’s free advertising for the company. Double points days and bonus point items give you a sense that you are saving money. You are spending a little less, but you aren’t saving anything.

Loyalty isn’t always about shopping, sometimes it’s about information. E-mail lists, Reddit and Discord communities, and Facebook groups all offer the inside scoop. Membership means access to information and insights, and you can choose to pay or not. Maybe a book will be for sale at some point. You can join the Substack for free, and only pay if you want to. Watch on Twitch for free or pay a little monthly. Watch a livestream on TikTok for free, or pay with nominal donations of digital hearts and roses.

Discounts, free items, and only pay if you want to… but know this, your loyalty is being purchased. That’s not necessarily a bad thing, but there is a price you pay, even if it’s just for your attention.