http://anewmarketingcommentator.com/2005/11/28/labels-theyre-not-just-for-nonprofits-anymore Written by creative director, copywriter and communications strategist, Bob Cargill, A New Marketing Commentator is an eclectic series of insightful, candid commentaries on direct marketing and advertising trends, developments, topics and issues. Wed, 20 Aug 2008 02:52:27 +0000 http://wordpress.org/?v=1.5.1.3 http://anewmarketingcommentator.com/2005/11/28/labels-theyre-not-just-for-nonprofits-anymore#comment-499 Mon, 28 Nov 2005 15:03:33 +0000 http://anewmarketingcommentator.com/2005/11/28/labels-theyre-not-just-for-nonprofits-anymore#comment-499 Regarding the Maker's Mark ad in Esquire: did you notice that the doublesided ad had logo stickers on the front side? One critical flaw of this ad: the small type says "please allow 4-6 weeks for delivery." Now that people are accustomed to the immediacy of online communications and commerce, this slow fulfillment time period is no longer acceptable. This seems to be a problem plaguing other companies too. I was at a Forrester Research seminar a few weeks ago where we studied a really interesting online campaign for a consumer electronics company - but they similarly dropped the ball on the execution - the freebie offer also said "allow 4-6 weeks for delivery." Companies need to revamp their physical fulfillment processes so that they're more in line with the speed and turnaround of online marketing. I think most consumers would expect to get their free gift in about a week. And they would be "suprised and delighted" at this quick turnaround too. Regarding the Maker’s Mark ad in Esquire: did you notice that the doublesided ad had logo stickers on the front side? One critical flaw of this ad: the small type says “please allow 4-6 weeks for delivery.” Now that people are accustomed to the immediacy of online communications and commerce, this slow fulfillment time period is no longer acceptable. This seems to be a problem plaguing other companies too. I was at a Forrester Research seminar a few weeks ago where we studied a really interesting online campaign for a consumer electronics company - but they similarly dropped the ball on the execution - the freebie offer also said “allow 4-6 weeks for delivery.” Companies need to revamp their physical fulfillment processes so that they’re more in line with the speed and turnaround of online marketing. I think most consumers would expect to get their free gift in about a week. And they would be “suprised and delighted” at this quick turnaround too.

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