Where Are The Good Old Days?

My trip to Baron’s today revealed a package of Good Old Days Foods that has me scratching my head.

While the product was tasty and fairly priced, I was amazed to find no address, phone or web site information anywhere on the container or wrapper.

Were I truly interested in learning the 10 reasons to buy their frozen fruit cobbler, I’d Google this Arkansas’ firm’s web site. But why make it difficult for me to contact them? I mean, these are apple dumplings we’re discussing – not state secrets.

It’s true some companies don’t want you calling, forcing customers to use email and allowing them to control the conversation. Names like Ebay and Amazon jump to mind.

But Good Old Days is no Amazon, and they should (logically) want customer dialogue. Indeed, their seven-page web site provides six ways to contact them, including the plant’s street address.

Sounds to me less like control and more like poor design and planning.

As you read these words, businesses left and right are scrambling to gain customers. They improve their chances by making it easy for potential customers to reach out and hand over their money. These guys in Arkansas apparently didn’t get the memo.

As you’re reviewing your own marketing materials – product packaging, collateral, web site, print ads, etc. – be sure you have easy contact information everyplace.

When I first entered the business world my dad told me you never know when someone will want to work with you. And mom advised that you never get a second chance to make a first impression.

So if you’re making it difficult for someone to work with you, remember the subtle message that you’ll also be difficult to work with later. I’ll never know about your great customer service. Or those terrific promotions you’re planning to run next year.

And in these days of scrambling, being difficult is the LAST message you want possible customers to come away with before they’ve even gotten in your front door.

The good news: there’s still time to review and adjust your 2021 marketing campaign materials. Remember to make it easy for customers to find you.

With that said, I wish you a week of profitable marketing.