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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. November / 20 / 2019

Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet - Forbes
Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet  Forbes

Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency - Forbes
Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency  Forbes

Digital advertising is not the dot com bubble, improper attribution is - Marketing Land
Digital advertising is not the dot com bubble, improper attribution is  Marketing Land

Facebook: Advertisers to get more tools to control where ads appear - The Mercury News
Facebook: Advertisers to get more tools to control where ads appear  The Mercury News

In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR - Front Office Sports
In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR  Front Office Sports

Online advertising in Germany - Lexology
Online advertising in Germany  Lexology

State Advertising Group Responds To Meth Campaign - SDPB Radio
State Advertising Group Responds To Meth Campaign  SDPB Radio

TripAdvisor Launches Its First Self-Serve Advertising Platform - Hotel News Resource
TripAdvisor Launches Its First Self-Serve Advertising Platform  Hotel News Resource

Study Highlights “Five Secrets for Automotive Advertisers” - Radio World
Study Highlights “Five Secrets for Automotive Advertisers”  Radio World

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Google Stadia’s Advertising Couldn’t Be a More Appropriate Car Crash - CCN.com
Google Stadia’s Advertising Couldn’t Be a More Appropriate Car Crash  CCN.com

Why Amazon success requires a holistic approach to SEO and advertising - DigitalCommerce360
Why Amazon success requires a holistic approach to SEO and advertising  DigitalCommerce360

The Ad Screens on Ride-Hail Cars Collect Data, Too - CityLab
The Ad Screens on Ride-Hail Cars Collect Data, Too  CityLab

The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising. - Slate
The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising.  Slate

Facebook to introduce new safety tools for advertisers - MarketWatch
Facebook to introduce new safety tools for advertisers  MarketWatch

NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019 - MediaPost Communications
NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019  MediaPost Communications

Social media platforms spark debate over political advertising policies - Boise State University The Arbiter Online
Social media platforms spark debate over political advertising policies  Boise State University The Arbiter Online

Here's Apple's Next $10 Billion Business - Motley Fool
Here's Apple's Next $10 Billion Business  Motley Fool

SpendEdge Forecasts a Spend Growth of over USD 190 Billion for the Advertising Production Services Market - Business Wire
SpendEdge Forecasts a Spend Growth of over USD 190 Billion for the Advertising Production Services Market  Business Wire

California sues Juul over misleading advertising, sales to youth - Mountain View Voice
California sues Juul over misleading advertising, sales to youth  Mountain View Voice

Disrupt: Navigating Facebook Advertising | 2019-11-20 - FenderBender
Disrupt: Navigating Facebook Advertising | 2019-11-20  FenderBender

Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true - USA TODAY
Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true  USA TODAY

Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content - Wall Street Journal
Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content  Wall Street Journal

Amobee Partners with LiveRamp’s IdentityLink to Enhance Targeting and Measurement for Advertisers - Yahoo Finance
Amobee Partners with LiveRamp’s IdentityLink to Enhance Targeting and Measurement for Advertisers  Yahoo Finance

We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations - PRNewswire
We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations  PRNewswire

APEX's ARC Committee Spreads the Word About In-Flight Advertising - APEX Media
APEX's ARC Committee Spreads the Word About In-Flight Advertising  APEX Media

Milwaukee advertising exec Bill Eisner dies - Milwaukee Business Journal
Milwaukee advertising exec Bill Eisner dies  Milwaukee Business Journal

“Twitter Ban” – No More Political Advertisements - The Suffolk Journal
“Twitter Ban” – No More Political Advertisements  The Suffolk Journal

Walmart's ad push, WPP's in-housing gamble, IgnitionOne faces accusations - Business Insider
Walmart's ad push, WPP's in-housing gamble, IgnitionOne faces accusations  Business Insider

Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass - Marketing Land
Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass  Marketing Land

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’ - Fortune
Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’  Fortune

On Branding and Advertising | News For The Workers Comp Industry - WorkersCompensation.com
On Branding and Advertising | News For The Workers Comp Industry  WorkersCompensation.com

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

SEC: Investment Act Adviser Advertisement & Compensating Solicitors - The National Law Review
SEC: Investment Act Adviser Advertisement & Compensating Solicitors  The National Law Review

Borough Of Ellwood City Advertising Board Vacancies, Tax Collector – Ellwood City, PA news - EllwoodCity.org
Borough Of Ellwood City Advertising Board Vacancies, Tax Collector – Ellwood City, PA news  EllwoodCity.org

As Streaming Wars Heat Up, Advertisers Invest in CTV, Premium Publisher Inventory and 30-second Ad Lengths - PRNewswire
As Streaming Wars Heat Up, Advertisers Invest in CTV, Premium Publisher Inventory and 30-second Ad Lengths  PRNewswire

SEC Proposes to Modernize the Advertising Rule for Investment Advisers - Lexology
SEC Proposes to Modernize the Advertising Rule for Investment Advisers  Lexology

Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters - PRNewswire
Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters  PRNewswire

Hassan Cobb Advertising Piece, Newly Uncovered Items Headline LOTG Auction - Sports Collectors Daily
Hassan Cobb Advertising Piece, Newly Uncovered Items Headline LOTG Auction  Sports Collectors Daily

Juul Is Sued by New York Attorney General for Advertising to Underage Users - TheStreet.com
Juul Is Sued by New York Attorney General for Advertising to Underage Users  TheStreet.com

Digital Billboards Are Tracking You. And They Really, Really Want You to See Their Ads. - ConsumerReports.org
Digital Billboards Are Tracking You. And They Really, Really Want You to See Their Ads.  ConsumerReports.org

California sues Juul over advertising, teen vaping sales - Chicago Tribune
California sues Juul over advertising, teen vaping sales  Chicago Tribune

Netflix pulls Spectator advertising after social media backlash - Scram News
Netflix pulls Spectator advertising after social media backlash  Scram News

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Thanksgiving recomendations - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Thanksgiving recomendations  Coeur d'Alene Press

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers - JD Supra
SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers  JD Supra

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising - MediaVillage
Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising  MediaVillage

Socially conscious advertising works, but not for the reasons you think - Campaign US
Socially conscious advertising works, but not for the reasons you think  Campaign US

German doctors call for complete ban on smoking advertising - The Local Germany
German doctors call for complete ban on smoking advertising  The Local Germany

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Chronic pain triggers to avoid - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Chronic pain triggers to avoid  Coeur d'Alene Press

ADVERTISING: Advertorial — JONATHAN M. SASSER: Take care of your prostrate and it will take care of you - Coeur d'Alene Press
ADVERTISING: Advertorial — JONATHAN M. SASSER: Take care of your prostrate and it will take care of you  Coeur d'Alene Press

A Director of Political Advertising Is Elected by Hearst - Radio & Television Business Report
A Director of Political Advertising Is Elected by Hearst  Radio & Television Business Report

Five Ways 5G Will Change Digital Advertising - MarTech Series
Five Ways 5G Will Change Digital Advertising  MarTech Series

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

Barnstable County Fair wins advertising awards - News - Cape Cod Times
Barnstable County Fair wins advertising awards - News  Cape Cod Times

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce - The Missoulian
ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce  The Missoulian

Can Google’s Non-Advertising Revenue Streams Mitigate Impact Of Slowing Advertising Growth? - Forbes
Can Google’s Non-Advertising Revenue Streams Mitigate Impact Of Slowing Advertising Growth?  Forbes

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

How Publishers Are Missing $13B in Video Advertising Revenue - Tubular Insights
How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

To help ward off Amazon, CPG advertisers are seeking data relationships with retailers - Digiday
To help ward off Amazon, CPG advertisers are seeking data relationships with retailers  Digiday

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

Advertising Week confirms withdrawal of support for Prince Andrew's Pitch@Palace - The Drum
Advertising Week confirms withdrawal of support for Prince Andrew's Pitch@Palace  The Drum

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

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

All About 'Fellow,' VB&P's Community App for Women in Advertising - Muse by Clio
All About 'Fellow,' VB&P's Community App for Women in Advertising  Muse by Clio

WHITE PAPER: The increasing importance of clinical trial marketing advertising in patient recruitment - PMLiVE
WHITE PAPER: The increasing importance of clinical trial marketing advertising in patient recruitment  PMLiVE

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

Banner Ads Bother. Pop-Ups Annoy. Streaming Wars Aim to Revive Them - Variety
Banner Ads Bother. Pop-Ups Annoy. Streaming Wars Aim to Revive Them  Variety

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

Spain: News on the online gambling advertising Code of Conduct - Lexology
Spain: News on the online gambling advertising Code of Conduct  Lexology

New Squarespace Advertising Campaign Misses By A Click - Forbes
New Squarespace Advertising Campaign Misses By A Click  Forbes

Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising - AdAge.com
Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising  AdAge.com

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Microsoft Advertising Editor Has Been Redesigned - Search Engine Roundtable
Microsoft Advertising Editor Has Been Redesigned  Search Engine Roundtable

The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs - Forbes
The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs  Forbes

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

Twitter political ads will be banned, CEO Jack Dorsey announced - CBS News
Twitter political ads will be banned, CEO Jack Dorsey announced  CBS News

2020 candidates are mostly focusing their advertising spending online - Axios
2020 candidates are mostly focusing their advertising spending online  Axios

Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider
Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

Bringing Purpose To Advertising - Forbes
Bringing Purpose To Advertising  Forbes

BOB CONFER: Advertising fits the bill for schools - Lockport Union-Sun & Journal
BOB CONFER: Advertising fits the bill for schools  Lockport Union-Sun & Journal

On a new wicket: Why Indian brands are advertising in foreign leagues - Business Standard
On a new wicket: Why Indian brands are advertising in foreign leagues  Business Standard

Rapid TV News - Flip claims first ROAS tracking for OTT digital TV advertising - Rapid TV News
Rapid TV News - Flip claims first ROAS tracking for OTT digital TV advertising  Rapid TV News

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Publishers look to new revenue sources amid squeeze on digital advertising - City A.M.
Publishers look to new revenue sources amid squeeze on digital advertising  City A.M.

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Digital publishers want to grow non-advertising income as display revenue tanks - CampaignLive
Digital publishers want to grow non-advertising income as display revenue tanks  CampaignLive

Does It Make Sense To Buy Pressman Advertising Limited (NSE:PRESSMN) For Its Yield? - Simply Wall St
Does It Make Sense To Buy Pressman Advertising Limited (NSE:PRESSMN) For Its Yield?  Simply Wall St

Massive Growth in Advertising Services Market in Nearby Future | Ravishing Key Vendors: Interpublic, Omnicom Group, WPP, Publicis Groupe, Dentsu Group, Havas - Market Expert
Massive Growth in Advertising Services Market in Nearby Future | Ravishing Key Vendors: Interpublic, Omnicom Group, WPP, Publicis Groupe, Dentsu Group, Havas  Market Expert

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