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Marketing Lessons I Learned in Chicago this Week...


I was in the fine city of Chicago this week to speak at a marketing conference. And I learned some interesting things:

1 - Traffic in Chicago is much worse than the allegedly bad traffic in Atlanta where I live. We left the hotel downtown at 3 p.m. and were parked on the "highway" a few minutes later.

The Lesson Learned:

I am thankful - as I know many of you are - that I don't have to leave home and fight through this terrible traffic on a daily basis. Life's too short to
suffer like this regularly. The stress level of doing this would take years off my life.

2 - Despite the traffic, I arrived at the airport early enough to rebook my ticket (by paying the $25 fee) on a flight leaving 90 minutes earlier than my original schedule. That was the good news.

The bad news turned out to be that this flight would leave 45 minutes late so I didn't gain very much for my $25.

Obviously, I can afford the $25, but that's not the point.

The Lesson Learned:

It's not about the money. It's about the perception of value received for the money. When I made the deal with the airline to book the earlier flight, I did so with the specific understanding that I was investing $25 to buy 90 minutes.

But, I ended up only getting 1/2 that time - 45 minutes. So, I felt like I'd gotten screwed in the deal.

People - like us and our customers - invest money with us based on the perception of the value they'll receive in exchange. If you don't deliver on your promise, then the customer is not going to be happy with the deal.

If you deliver more, the customer should be ecstatic. That's why you'll usually find extra - unadvertised - bonuses when you purchase my products.

It doesn't matter that I probably would have spent the $25 to get the 45 minutes anyway - that's not the deal I bought.

3 - When I booked my hotel reservation, the website promoted the fine history of the property. When I was standing in the lobby, they had an interesting wall display listing the famous people and many presidents who had stayed there years ago. And they specifically mentioned how they had upgraded the hotel with the latest in electrical, plumbing, etc.

I'm not sure how long ago someone wrote this fiction, but it must be at least 30 years ago - maybe longer. Perhaps the reference to Diamond Jim Brady should have clued me in.

I won't bore you with the sordid details about the sagging mattress and matted down carpet, but it was depressing to enter my room. Especially when I opened the curtains so I could look 15 feet across the air shaft at other rooms.

The Lesson Learned:

Next time I'm booking a reservation in a "historical" hotel, I need to be certain to ask if they've stayed true to their history or entered the new millennium.

Of course, for $39 a night, I might have expected something like I got. But, when I'm paying $120 for the discounted conference special rate, I'm not seeing the value in the deal.

For many products and services - like hotel rooms - we have an understanding of what we think we should get for the money we spend. It doesn't matter whether our preconceived notion is correct - we've got it in our heads already.

As marketers, we have to deal with the public that has these preconceived ideas. When we're not going to fit with them (like charging way too much for a crummy room), we should be fair and make that clear. But we'll obviously want to do this in a fashion that will show why this is a still a fair, if not great, value proposition.

4 - But this story gets even more interesting...

I was chatting with Paul Hartunian (the PR expert who once sold the Brooklyn Bridge - legitimately) and mentioned that I was not happy with my room. He remarked that other people had also voiced similar opinions, but he loved his room.

Turns out he had asked the hotel about upgrade options and, for $20 more, you could get a completely updated room with a wonderful view of the city and Lake Michigan.

Of course, no one volunteers this when you call to make reservations. And it's not mentioned at all on their website.

But I'll bet the people that work in this hotel are wondering why more people don't choose the upgrade option.

The Lesson Learned:

Don't hide your light under a bushel basket!

Think about this...the hotel could have turned many unhappy people into raving fans simply by mentioning the $20 option. Plus, they could have been grabbing an extra $20 a night from dozens of people for doing absolutely nothing.

Sure, we're sitting here in judgment thinking how stupid this is. But...unfortunately, we occasionally make the same kind of silly mistakes and don't make the really fine benefits of our product or service crystal clear.

To sum up:

1 - Don't play in traffic. It's hazardous to your health.

2 - Explain the value in your offers and deliver what you promise (preferably more).

3 - Don't hide your best benefits and offers. Put them right out front so your prospects will become happy customers.

Yours in success,

Shawn Casey

P.S. If you missed the incredible Jeff Paul teleseminar this week - or just want to review it and take some more notes (Jeff talks fast and delivers a lot of info), you can hear the recorded version here:

http://www.ShawnsNews.net/JeffPaulRecording.html

(Scroll down a little when you get there)

Internet Millionaire Shawn Casey's "Mining Gold On the Internet" is one of the best selling Internet books with over 85,000 copies sold. In "Mining Gold", Shawn reveals the same step-by-step strategies he uses to create millions in Internet sales => http://www.ipcgold.com/ad/100/CD3839  Benefit from Shawn's 7 years of Internet experience and learn from someone who has actually made millions online.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. July / 08 / 2020

Facebook frustrates advertising boycott leaders with lack of concessions - Fox Business
  1. Facebook frustrates advertising boycott leaders with lack of concessions  Fox Business
  2. Facebook met with civil rights groups after hundreds of companies joined ad boycott  The Washington Post
  3. Facebook prepares to dig in as advertising boycott continues  NBC News
  4. Organizers of Facebook Advertising Boycott Call Meeting with Zuckerberg a ‘Disappointment’  National Review
  5. Big Advertisers Still Fund Hate And Disinformation Outside Of Facebook  Forbes
  6. View Full Coverage on Google News

TV Advertising Shows Signs of Rebound, Finds SMI - TV Technology
TV Advertising Shows Signs of Rebound, Finds SMI  TV Technology

Advertising Perfect Storm - Radio Ink
Advertising Perfect Storm  Radio Ink

Advertising blitz over Illinois progressive tax vote kicks off with Pritzker donation - WLS-TV
Advertising blitz over Illinois progressive tax vote kicks off with Pritzker donation  WLS-TV

DC Proposal to Include Advertising in Sales Tax Won't Work as Advertised - Tax Foundation
DC Proposal to Include Advertising in Sales Tax Won't Work as Advertised  Tax Foundation

Global Outdoor Advertising Industry - Yahoo Finance
Global Outdoor Advertising Industry  Yahoo Finance

Mercatus Partners with CitrusAd to Launch Mercatus Digital Advertising to Help Grocery Retailers Earn a Larger Share of Online Revenue - Yahoo Finance
Mercatus Partners with CitrusAd to Launch Mercatus Digital Advertising to Help Grocery Retailers Earn a Larger Share of Online Revenue  Yahoo Finance

Viamedia Expands Advertising Partnership With MetroNet - Business Wire
Viamedia Expands Advertising Partnership With MetroNet  Business Wire

The New Advertising Zeitgeist - Google‘s US Ad Revenue To Decline - Forbes
The New Advertising Zeitgeist - Google‘s US Ad Revenue To Decline  Forbes

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

Why can't the best brand advertising be radio advertising? - The Drum
Why can't the best brand advertising be radio advertising?  The Drum

Visitors Bureau suspends... - Islands' Sounder
Visitors Bureau suspends...  Islands' Sounder

What do digital commerce advertising management platforms offer? - MarTech Today
What do digital commerce advertising management platforms offer?  MarTech Today

Digital Advertising Download Webinar presented by Score! - HamletHub
Digital Advertising Download Webinar presented by Score!  HamletHub

springbig Integrates Direct-to-Consumer Brand Advertising Platform With Lucid Green - PRNewswire
springbig Integrates Direct-to-Consumer Brand Advertising Platform With Lucid Green  PRNewswire

Verizon's Decision To Halt Facebook Advertising Was Not Political, Says CEO - Benzinga
Verizon's Decision To Halt Facebook Advertising Was Not Political, Says CEO  Benzinga

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

Facebook Advertisers Boycott, Demand Changes - Voice of America
Facebook Advertisers Boycott, Demand Changes  Voice of America

Touchless Edge Technology is Shaping Retail & Advertising Engagement - MarketScale
Touchless Edge Technology is Shaping Retail & Advertising Engagement  MarketScale

5 Lessons on Success from the Life of a Legendary Advertising Photographer - Fstoppers
5 Lessons on Success from the Life of a Legendary Advertising Photographer  Fstoppers

Newspaper Publishers See Drop in Advertising Revenues as a Result of COVID-19 - GlobeNewswire
Newspaper Publishers See Drop in Advertising Revenues as a Result of COVID-19  GlobeNewswire

Advertisers must tackle racist choices in casting | WARC - Warc
Advertisers must tackle racist choices in casting | WARC  Warc

ANALYSIS: Better times ahead for advertising but no dancing in the street yet - AdNews
ANALYSIS: Better times ahead for advertising but no dancing in the street yet  AdNews

Online Advertising Market: Year 2020-2027 By World With Top Key Players Like Google, Adobe, Amazon.com, Baidu, Facebook, IAC, LinkedIn , Microsoft - Apsters News
Online Advertising Market: Year 2020-2027 By World With Top Key Players Like Google, Adobe, Amazon.com, Baidu, Facebook, IAC, LinkedIn , Microsoft  Apsters News

Q&A with Verizon CEO Hans Vestberg on 5G, Facebook advertising, coronavirus and dealmaking - CNBC
Q&A with Verizon CEO Hans Vestberg on 5G, Facebook advertising, coronavirus and dealmaking  CNBC

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Fiksu DSP Launches BidMind, a CTV Advertising Platform - MarTech Series
Fiksu DSP Launches BidMind, a CTV Advertising Platform  MarTech Series

Disney+ Spends $8.2 Million In 'Hamilton' National TV Advertising, App Downloads Surge 07/07/2020 - MediaPost Communications
Disney+ Spends $8.2 Million In 'Hamilton' National TV Advertising, App Downloads Surge 07/07/2020  MediaPost Communications

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

CACVB pauses social media advertising - - CBS19 News
CACVB pauses social media advertising -  CBS19 News

The rift over #Gift: ASA decision on influencer marketing sets high expectations for advertisers and influencers - JD Supra
The rift over #Gift: ASA decision on influencer marketing sets high expectations for advertisers and influencers  JD Supra

San Juan Visitors Bureau suspending regional advertising - SanJuanIslander.com
San Juan Visitors Bureau suspending regional advertising  SanJuanIslander.com

Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds - Forbes
Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

'Transgender Craze Seducing Our Daughters': Amazon Blocks Publisher From Advertising Book on Trans Trend - CBN News
'Transgender Craze Seducing Our Daughters': Amazon Blocks Publisher From Advertising Book on Trans Trend  CBN News

'We'd advise clients to advertise': London Advertising is promoting itself out of lockdown - The Drum
'We'd advise clients to advertise': London Advertising is promoting itself out of lockdown  The Drum

CCPA Roll-Out Causes Havoc for Facebook Advertisers - Search Engine Journal
CCPA Roll-Out Causes Havoc for Facebook Advertisers  Search Engine Journal

Tencent vs. Chili Sauce Lao Gan Ma: A $2.3M Esports Advertising Dispute - TEO - The Esports Observer
Tencent vs. Chili Sauce Lao Gan Ma: A $2.3M Esports Advertising Dispute  TEO - The Esports Observer

LEGAL ADVERTISING - The Lincoln County News
LEGAL ADVERTISING  The Lincoln County News

Business Germany's online casinos set TV advertising limits - CalvinAyre.com
Business Germany's online casinos set TV advertising limits  CalvinAyre.com

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

Can retargeted advertising campaigns be done under service provider agreements? - Lexology
Can retargeted advertising campaigns be done under service provider agreements?  Lexology

Social Advertising & Social Media Market Demand & SWOT Analysis By 2028: Key Players Facebook, LinkedIn, Google Edition, Twitter, Instagram, Snapchat, WeiBo, Tencent, LINE, Kakao Talk, MoMo, Microsoft - Cole of Duty
Social Advertising & Social Media Market Demand & SWOT Analysis By 2028: Key Players Facebook, LinkedIn, Google Edition, Twitter, Instagram, Snapchat, WeiBo, Tencent, LINE, Kakao Talk, MoMo, Microsoft  Cole of Duty

What's Next For Advertising On iPhones? - B&T
What's Next For Advertising On iPhones?  B&T

The advertising business is becoming less cyclical—and more concentrated - The Economist
The advertising business is becoming less cyclical—and more concentrated  The Economist

Media Groups Join Forces with Google to Bolster Local News Advertising - Associations Now
Media Groups Join Forces with Google to Bolster Local News Advertising  Associations Now

Citing racist, hateful online content, Quebec City suspends Facebook advertising - Montreal Gazette
Citing racist, hateful online content, Quebec City suspends Facebook advertising  Montreal Gazette

EBGA advertising code welcomed by major European media association - AffiliateINSIDER
EBGA advertising code welcomed by major European media association  AffiliateINSIDER

Facebook to Meet With Boycotting Advertisers Over Hate Speech - NBC10 Boston
Facebook to Meet With Boycotting Advertisers Over Hate Speech  NBC10 Boston

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

Advertising Club Madras to hold second edition of E-Gyan series discussion on July 10 - The Hindu
Advertising Club Madras to hold second edition of E-Gyan series discussion on July 10  The Hindu

‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook - The New York Times
‘Morally Impossible’: Some Advertisers Take a Timeout From Facebook  The New York Times

Metasearch still “winning formula” for hotel bookings, but display advertising is catching on - Web In Travel
Metasearch still “winning formula” for hotel bookings, but display advertising is catching on  Web In Travel

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

Shein apologises for advertising Islamic prayer mats as Greek “frilled carpets” - The Independent
Shein apologises for advertising Islamic prayer mats as Greek “frilled carpets”  The Independent

IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context - IAB
IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context  IAB

Verizon is pulling advertising from Facebook and Instagram - CNBC
Verizon is pulling advertising from Facebook and Instagram  CNBC

Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’ - Forbes
Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’  Forbes

Big Data Pharmaceutical Advertising Market Analysis 2020 | COVID-19 Impact With Top Growing Companies- Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd - 3rd Watch News
Big Data Pharmaceutical Advertising Market Analysis 2020 | COVID-19 Impact With Top Growing Companies- Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd  3rd Watch News

Social Networking Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Social Networking Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Thanks to Lack of Sports, Advertising Revenue for U.S. Media Plummeted 31% in May - Variety
Thanks to Lack of Sports, Advertising Revenue for U.S. Media Plummeted 31% in May  Variety

Media undersold itself, is overdependent on advertising: Uday Shankar - Livemint
Media undersold itself, is overdependent on advertising: Uday Shankar  Livemint

Where is the creative, effective advertising for face masks? - The Irish Times
Where is the creative, effective advertising for face masks?  The Irish Times

Good-Loop, An Ethical Advertising Platform That Allows Brands To Spend Media Dollars And Do Good At The Same Time Launches In The United States - Forbes
Good-Loop, An Ethical Advertising Platform That Allows Brands To Spend Media Dollars And Do Good At The Same Time Launches In The United States  Forbes

Advertise With Us - WBKO
Advertise With Us  WBKO

The power of a Private Sector/NGO partnership: How mobile advertising company Promobile and GOAL have reached 2.3 million vulnerable people in Zimbabwe with vital COVID-19 messaging - Zimbabwe - ReliefWeb
The power of a Private Sector/NGO partnership: How mobile advertising company Promobile and GOAL have reached 2.3 million vulnerable people in Zimbabwe with vital COVID-19 messaging - Zimbabwe  ReliefWeb

Mobile Advertising Platform Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Mobile Advertising Platform Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Programmatic Display Advertising Platform Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Programmatic Display Advertising Platform Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Quebec City pulls advertising from Facebook until further notice - Globalnews.ca
Quebec City pulls advertising from Facebook until further notice  Globalnews.ca

Booker and McGrath Intensify Advertising Blitz in Kentucky - The New York Times
Booker and McGrath Intensify Advertising Blitz in Kentucky  The New York Times

New study: Digital Advertising Platforms Market 2020 expected to grow at high CAGR and forecast to 2025 | COVID-19 impact analysis report - 3rd Watch News
New study: Digital Advertising Platforms Market 2020 expected to grow at high CAGR and forecast to 2025 | COVID-19 impact analysis report  3rd Watch News

Account-Based Advertising Software Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Account-Based Advertising Software Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

Covid-19 impact on Online Display Advertising Market Segmented By Application and Analysis till 2026 | Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra - 3rd Watch News
Covid-19 impact on Online Display Advertising Market Segmented By Application and Analysis till 2026 | Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra  3rd Watch News

Trending News:: Corona Impact on Programmatic Display Advertising Platform Market Size, Share, Trends and Forecast by Region to 2026 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE - 3rd Watch News
Trending News:: Corona Impact on Programmatic Display Advertising Platform Market Size, Share, Trends and Forecast by Region to 2026 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK, MARIN SOFTWARE  3rd Watch News

Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights - MarTech Series
Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights  MarTech Series

NAACP and others call for advertisers to boycott Facebook - Vox.com
NAACP and others call for advertisers to boycott Facebook  Vox.com

Ministers need to fix broken online advertising market - The Times
Ministers need to fix broken online advertising market  The Times

What’s Digital Commerce Advertising and what tools can help? - MarTech Today
What’s Digital Commerce Advertising and what tools can help?  MarTech Today

Digital Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026 - 3rd Watch News
Digital Advertising Market Growth By Manufacturers, Type And Application, Forecast To 2026  3rd Watch News

AI Makes A Splash In Advertising - Forbes
AI Makes A Splash In Advertising  Forbes

The North Face is the biggest brand yet to join Facebook ad boycott - CNN
The North Face is the biggest brand yet to join Facebook ad boycott  CNN

Visualizing the COVID-19 Impact on Advertising Spend - Visual Capitalist
Visualizing the COVID-19 Impact on Advertising Spend  Visual Capitalist

Here are the major brands that have pulled ads from Facebook - MarketWatch
Here are the major brands that have pulled ads from Facebook  MarketWatch

Facebook’s Tensions With Advertisers Predate the Boycott - The Wall Street Journal
Facebook’s Tensions With Advertisers Predate the Boycott  The Wall Street Journal

Apple's privacy changes represent 'tectonic shift' for digital ad industry - AdAge.com
Apple's privacy changes represent 'tectonic shift' for digital ad industry  AdAge.com

EU Advertisers Criticize New App Tracking Privacy Controls in iOS 14 - MacRumors
EU Advertisers Criticize New App Tracking Privacy Controls in iOS 14  MacRumors

Advertisers Put Stop to Social Media Advertising in July and Forward - Packaging Strategies
Advertisers Put Stop to Social Media Advertising in July and Forward  Packaging Strategies

Fox News Host Tucker Carlson Loses More Advertisers - The New York Times
Fox News Host Tucker Carlson Loses More Advertisers  The New York Times

Six lessons from David Ogilvy that advertisers should remember today - AdAge.com
Six lessons from David Ogilvy that advertisers should remember today  AdAge.com

As brand advertising budgets get pinched, publishers pivot to cater to direct response - Digiday
As brand advertising budgets get pinched, publishers pivot to cater to direct response  Digiday

Mark Davis: You think I want to sell advertising on Black Hole seats? - Yahoo Sports
Mark Davis: You think I want to sell advertising on Black Hole seats?  Yahoo Sports

Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed. - The New York Times
Advertisers Are Fleeing Tucker Carlson. Fox News Viewers Have Stayed.  The New York Times

A Former Google Executive Takes Aim at His Old Company With a Start-Up - The New York Times
A Former Google Executive Takes Aim at His Old Company With a Start-Up  The New York Times

Third of top brands likely to suspend social media spending, survey finds - Financial Times
Third of top brands likely to suspend social media spending, survey finds  Financial Times

Tucker Carlson’s Fox News Show Loses Disney & Other Advertisers Over George Floyd Killing & Black Lives Matter POV - Deadline
Tucker Carlson’s Fox News Show Loses Disney & Other Advertisers Over George Floyd Killing & Black Lives Matter POV  Deadline

Now You Can Opt Out of Seeing Political Ads on Facebook - The New York Times
Now You Can Opt Out of Seeing Political Ads on Facebook  The New York Times

Instagram Will Enable New Advertisers to Create Ads Without Linking to a Facebook Page - Social Media Today
Instagram Will Enable New Advertisers to Create Ads Without Linking to a Facebook Page  Social Media Today

Facebook under pressure as advertisers pause campaigns - CNN
Facebook under pressure as advertisers pause campaigns  CNN

Big Advertisers Call for a Seasonal Time-Shift in TV’s Upfront Marketplace - The Wall Street Journal
Big Advertisers Call for a Seasonal Time-Shift in TV’s Upfront Marketplace  The Wall Street Journal

‘It’s a dangerous time to go dark’: Advertisers prepare for an uncertain summer - Digiday
‘It’s a dangerous time to go dark’: Advertisers prepare for an uncertain summer  Digiday

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