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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. February / 28 / 2024

World Creative Rankings 2024: advertising's top companies, campaigns & people announced - The Drum
World Creative Rankings 2024: advertising's top companies, campaigns & people announced  The Drum

Perham business owner starts guerilla advertising campaign to grow customer base - INFORUM
Perham business owner starts guerilla advertising campaign to grow customer base  INFORUM

Baidu revenue grows 6% in Q4 as AI and advertising boost business - Reuters
Baidu revenue grows 6% in Q4 as AI and advertising boost business  Reuters

Serie A agrees five-year renewal to ISG virtual advertising contract - SportBusiness
Serie A agrees five-year renewal to ISG virtual advertising contract  SportBusiness

‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas - The Guardian US
‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas  The Guardian US

Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9% - AdExchanger
Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%  AdExchanger

Hulu advertising reportedly blocks 'religious indoctrination' - Deseret News
Hulu advertising reportedly blocks 'religious indoctrination'  Deseret News

Meta's layoffs continue to impact advertisers as the company replaces account team members with AI - Digiday
Meta's layoffs continue to impact advertisers as the company replaces account team members with AI  Digiday

Amazon hints at post-cookie ad tech project called ID++ - Ad Age
Amazon hints at post-cookie ad tech project called ID++  Ad Age

Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore - Skift Travel News
Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore  Skift Travel News

The Best Advertising Agency Starts With a Good Marriage - Inc.
The Best Advertising Agency Starts With a Good Marriage  Inc.

Where do candidates stand as ND political advertising season begins? - KFYR
Where do candidates stand as ND political advertising season begins?  KFYR

Lamar Advertising Stock: High-Yielder Recently Hit Record High - Income Investors
Lamar Advertising Stock: High-Yielder Recently Hit Record High  Income Investors

Russian Lawmakers Pass Advertising Ban for 'Foreign Agents' - The Moscow Times
Russian Lawmakers Pass Advertising Ban for 'Foreign Agents'  The Moscow Times

ADVERTISING: Advertorial — Welcoming Washington Wine Month: The complex character of Washington wines - Coeur d'Alene Press
ADVERTISING: Advertorial — Welcoming Washington Wine Month: The complex character of Washington wines  Coeur d'Alene Press

PGA TOUR joins Coalition for Responsible Sports Betting Advertising - PGA TOUR
PGA TOUR joins Coalition for Responsible Sports Betting Advertising  PGA TOUR

Future of TV Briefing: DoubleVerify and Roku uncover CTV ad fraud scheme costing advertisers $7.5M per month - Digiday
Future of TV Briefing: DoubleVerify and Roku uncover CTV ad fraud scheme costing advertisers $7.5M per month  Digiday

Introducing NinaData WordIntent™ - A Breakthrough in Contextual Advertising with Generative AI - 24-7 Press Release
Introducing NinaData WordIntent™ - A Breakthrough in Contextual Advertising with Generative AI  24-7 Press Release

CDT Europe Joins EPD and Civil Liberties Union for Europe in Outlining Still-Needed Improvements for EU Regulation ... - Center for Democracy and Technology
CDT Europe Joins EPD and Civil Liberties Union for Europe in Outlining Still-Needed Improvements for EU Regulation ...  Center for Democracy and Technology

New advertising rules to stop foreign attacks on EU elections - Moonshot News
New advertising rules to stop foreign attacks on EU elections  Moonshot News

Budget conference: Senate side accepts lower allocation on advertising proposed constitutional amendments - Florida Politics
Budget conference: Senate side accepts lower allocation on advertising proposed constitutional amendments  Florida Politics

Lamar Advertising (NASDAQ:LAMR) PT Raised to $110.00 at Morgan Stanley - AmericanBankingNEWS
Lamar Advertising (NASDAQ:LAMR) PT Raised to $110.00 at Morgan Stanley  AmericanBankingNEWS

Fox employs Madhive's new local CTV political ad marketplace - StreamTV Insider
Fox employs Madhive's new local CTV political ad marketplace  StreamTV Insider

Advertisers Are On Edge, But IAS Is In Fine Fettle - AdExchanger
Advertisers Are On Edge, But IAS Is In Fine Fettle  AdExchanger

political newspaper specialized in European Union News. Unique Features: iSting & Harry StingThe European Sting ... - The European Sting
political newspaper specialized in European Union News. Unique Features: iSting & Harry StingThe European Sting ...  The European Sting

Facemoji Keyboard Collaborates With Microsoft Advertising to Provide Users With Enhanced Gen AI Experience - PR Newswire
Facemoji Keyboard Collaborates With Microsoft Advertising to Provide Users With Enhanced Gen AI Experience  PR Newswire

Mushroom Council advertising campaign targets mushroom loyalists - Produce Blue Book
Mushroom Council advertising campaign targets mushroom loyalists  Produce Blue Book

PGA Tour joins Coalition for Responsible Sports Betting Advertising - PGA Tour joins Coalition for Responsible Sports ... - Focus Gaming News
PGA Tour joins Coalition for Responsible Sports Betting Advertising - PGA Tour joins Coalition for Responsible Sports ...  Focus Gaming News

Aaron Walton: Pioneering Diversity and Innovation in Advertising – A Riveting Legends & Leadership Conversation (Video) - MediaVillage
Aaron Walton: Pioneering Diversity and Innovation in Advertising – A Riveting Legends & Leadership Conversation (Video)  MediaVillage

Hierarchy Advertising takes center stage at Houston's 62nd American Advertising Awards with a total of 26 accolades - PR Newswire
Hierarchy Advertising takes center stage at Houston's 62nd American Advertising Awards with a total of 26 accolades  PR Newswire

Details for PROMOTION--ADVERTISING - Ad from 2024-02-28 - Herald & Review
Details for PROMOTION--ADVERTISING - Ad from 2024-02-28  Herald & Review

Digital OOH Advertising Market Worth US$ 49.8 Billion During 2024-2032 - Exclusive Report by IMARC Group - EIN News
Digital OOH Advertising Market Worth US$ 49.8 Billion During 2024-2032 - Exclusive Report by IMARC Group  EIN News

Details for PROMOTION--ADVERTISING - Ad from 2024-02-28 - Herald & Review
Details for PROMOTION--ADVERTISING - Ad from 2024-02-28  Herald & Review

Radio Advertising Market Size, Share, Trends, Companies, Segments and Forecast 2024-2032 | Dentsu, Omnicom - EIN News
Radio Advertising Market Size, Share, Trends, Companies, Segments and Forecast 2024-2032 | Dentsu, Omnicom  EIN News

Spotsy Supervisors advertise a tax rate of 78.17 - Fredericksburg Free Press
Spotsy Supervisors advertise a tax rate of 78.17  Fredericksburg Free Press

Hackers Advertising New Version Of WarZone RAT On Hacking Forums - GBHackers
Hackers Advertising New Version Of WarZone RAT On Hacking Forums  GBHackers

Departure Media Airport Advertising celebrates successful first year with Kansas City International Airport ... - TravelDailyNews International
Departure Media Airport Advertising celebrates successful first year with Kansas City International Airport ...  TravelDailyNews International

Attention beyond views for creative effectiveness - Kantar
Attention beyond views for creative effectiveness  Kantar

Parliament adopts new transparency rules for political advertising - European Interest
Parliament adopts new transparency rules for political advertising  European Interest

PGA Tour signs up to Coalition for Responsible Sports Betting Advertising - EGR Global
PGA Tour signs up to Coalition for Responsible Sports Betting Advertising  EGR Global

How Tom Burell made advertising with Black people, for Black people - WILL News - Illinois Public Media
How Tom Burell made advertising with Black people, for Black people  WILL News - Illinois Public Media

URiT Advertising Unveils New Slogan: 'Make America Proud Again - EIN News
URiT Advertising Unveils New Slogan: 'Make America Proud Again  EIN News

5 crucial insights from mobile leaders on privacy-first advertising - The Drum
5 crucial insights from mobile leaders on privacy-first advertising  The Drum

Madhive Launches Local CTV Market For Political Advertising - Next TV
Madhive Launches Local CTV Market For Political Advertising  Next TV

DoubleVerify Launches Pre-Bid 'Made for Advertising' (MFA) Tiered Categories for Elevated Brand Suitability - MarTech Series
DoubleVerify Launches Pre-Bid 'Made for Advertising' (MFA) Tiered Categories for Elevated Brand Suitability  MarTech Series

Huron Daily Tribune advertising director retiring after 35 years - Editor And Publisher Magazine
Huron Daily Tribune advertising director retiring after 35 years  Editor And Publisher Magazine

Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry - DeSmog
Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry  DeSmog

Legal Advertising – Public Notices – Sheriff's Sale 2-28-2024 - New Pittsburgh Courier
Legal Advertising – Public Notices – Sheriff's Sale 2-28-2024  New Pittsburgh Courier

The Pitch: Advertising and marketing news for 2.27.24 - RichmondBizSense
The Pitch: Advertising and marketing news for 2.27.24  RichmondBizSense

Madhive Launches Local CTV Marketplace For Political Advertising - TV Technology
Madhive Launches Local CTV Marketplace For Political Advertising  TV Technology

PGA Tour Joins Coalition for Responsible Sports Betting Advertising - Covers
PGA Tour Joins Coalition for Responsible Sports Betting Advertising  Covers

The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV - BeetTV
The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV  BeetTV

Campaign Chemistry: The New York Times global chief advertising officer Joy Robins - Campaign US
Campaign Chemistry: The New York Times global chief advertising officer Joy Robins  Campaign US

Vizio's smart TV platform business keeps growing in Q4 - StreamTV Insider
Vizio's smart TV platform business keeps growing in Q4  StreamTV Insider

CTV advertising in India set to witness 47 percent growth; hitting around $395 million by 2027 - Storyboard18
CTV advertising in India set to witness 47 percent growth; hitting around $395 million by 2027  Storyboard18

iQIYI's Mixed Financial Fortunes: Membership Stability, Advertising Growth, Content Revenue Dip - BNN Breaking
iQIYI's Mixed Financial Fortunes: Membership Stability, Advertising Growth, Content Revenue Dip  BNN Breaking

Cineplex Digital Media Signs Digital Signage and Advertising Contract with Cominar in Quebec - Yahoo Finance
Cineplex Digital Media Signs Digital Signage and Advertising Contract with Cominar in Quebec  Yahoo Finance

Google: Apple rejected Microsoft Bing deal over quality worries - Search Engine Land
Google: Apple rejected Microsoft Bing deal over quality worries  Search Engine Land

What’s the future of advertising? Ask Sora - ETBrandEquity
What’s the future of advertising? Ask Sora  ETBrandEquity

Warner Bros. Sales Miss as TV Advertising Continues to Fall - Bloomberg
Warner Bros. Sales Miss as TV Advertising Continues to Fall  Bloomberg

The marketer's moment: an essential guide to advertising measurement in 2024 - The Drum
The marketer's moment: an essential guide to advertising measurement in 2024  The Drum

MAdtech Point: Data Clean Rooms as the curator in the digital advertising supply chain - Storyboard18
MAdtech Point: Data Clean Rooms as the curator in the digital advertising supply chain  Storyboard18

Looking to expand your online presence? Glenside Local can help you advertise - Glenside Local
Looking to expand your online presence? Glenside Local can help you advertise  Glenside Local

Walmart's latest fight with Amazon is digital advertising - Yahoo Finance
Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

Madhive Launches Local CTV Marketplace For Political Advertising - PR Web
Madhive Launches Local CTV Marketplace For Political Advertising  PR Web

Tannenbaum leaves IPG’s That Lot for social agency Kairos - More About Advertising
Tannenbaum leaves IPG’s That Lot for social agency Kairos  More About Advertising

PGA TOUR JOINS COALITION FOR RESPONSIBLE SPORTS BETTING ADVERTISING - The Golf Wire
PGA TOUR JOINS COALITION FOR RESPONSIBLE SPORTS BETTING ADVERTISING  The Golf Wire

PGA Tour Named Coalition for Responsible Betting Ads Member - SBC Americas
PGA Tour Named Coalition for Responsible Betting Ads Member  SBC Americas

Expert raises concerns about ad placement on NYT's 'The Daily': 'It does sort of boggle my mind' - The Cool Down
Expert raises concerns about ad placement on NYT's 'The Daily': 'It does sort of boggle my mind'  The Cool Down

Grubhub sued by LA County for false advertising and unfair business practices - CBS News
Grubhub sued by LA County for false advertising and unfair business practices  CBS News

Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent - Missouri Independent
Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent  Missouri Independent

Councilor proposes unified design code for outdoor advertising in Bishkek - AKIpress
Councilor proposes unified design code for outdoor advertising in Bishkek  AKIpress

Successful Ramadan advertising relies on authenticity and engaging storytelling - Campaign Middle East
Successful Ramadan advertising relies on authenticity and engaging storytelling  Campaign Middle East

Australian Audio Advertising Soars: 90% Agencies Embrace, Streaming and Podcasts Lead 2024 Trends - BNN Breaking
Australian Audio Advertising Soars: 90% Agencies Embrace, Streaming and Podcasts Lead 2024 Trends  BNN Breaking

Bloomberg Media, MG OMD, UM and Woo are 2023 Digiday Awards Europe winners - Digiday
Bloomberg Media, MG OMD, UM and Woo are 2023 Digiday Awards Europe winners  Digiday

Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse - GoLocalProv
Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse  GoLocalProv

Rethinking Advertising Budgets: TV's Unmatched Impact Versus Out-of-Home Media - BNN Breaking
Rethinking Advertising Budgets: TV's Unmatched Impact Versus Out-of-Home Media  BNN Breaking

Bishkek chief architect complains about disorderly installation of advertisements and cameras by property owners ... - AKIpress
Bishkek chief architect complains about disorderly installation of advertisements and cameras by property owners ...  AKIpress

GA4 updates Advertising workspace to simplify reporting - Search Engine Land
GA4 updates Advertising workspace to simplify reporting  Search Engine Land

Why Google Gave Advertisers Insight To Audit Ads 02/27/2024 - MediaPost Communications
Why Google Gave Advertisers Insight To Audit Ads 02/27/2024  MediaPost Communications

Creative Realities and IceBox Retail Media Network Partner to Revolutionize In-Store Advertising - Marketscreener.com
Creative Realities and IceBox Retail Media Network Partner to Revolutionize In-Store Advertising  Marketscreener.com

‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut... - ThatGrapeJuice
‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut...  ThatGrapeJuice

Prepare Your Child to Thrive in the Rapidly Evolving World - South China Morning Post
Prepare Your Child to Thrive in the Rapidly Evolving World  South China Morning Post

2024 is a huge year for political advertising. What does that mean for other advertisers? - Insider Intelligence
2024 is a huge year for political advertising. What does that mean for other advertisers?  Insider Intelligence

Now is the time to be confident in the soft power of cultural relevance - Creativebrief
Now is the time to be confident in the soft power of cultural relevance  Creativebrief

Why Salomon wants its advertising to be more than just 'sports action porn' - The Drum
Why Salomon wants its advertising to be more than just 'sports action porn'  The Drum

Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness - Yahoo Finance
Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness  Yahoo Finance

AI is disrupting ads: here’s what Coach and Lil Nas X are doing with it - More About Advertising
AI is disrupting ads: here’s what Coach and Lil Nas X are doing with it  More About Advertising

Meta's Ad Manager Glitch Causes Ad Prices to Soar - Business Insider
Meta's Ad Manager Glitch Causes Ad Prices to Soar  Business Insider

Germany's ProSiebenSat.1 and RTL Deutschland join forces in advertising technology - IBC365
Germany's ProSiebenSat.1 and RTL Deutschland join forces in advertising technology  IBC365

How the Pentagon Learned to Use Targeted Ads to Find Its Targets—and Vladimir Putin - WIRED
How the Pentagon Learned to Use Targeted Ads to Find Its Targets—and Vladimir Putin  WIRED

Google unveils major Search Partner Network update as it removes opt-out option - Search Engine Land
Google unveils major Search Partner Network update as it removes opt-out option  Search Engine Land

New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies' - Mashable
New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies'  Mashable

Is Cimpress PLC (CMPR) The Right Choice in Advertising Agencies? - InvestorsObserver
Is Cimpress PLC (CMPR) The Right Choice in Advertising Agencies?  InvestorsObserver

As the cookies crumbles, it’s time for brands to brush-up on contextual advertising | News - Campaign Asia
As the cookies crumbles, it’s time for brands to brush-up on contextual advertising | News  Campaign Asia

JPMorgan Chase & Co. Increases Lamar Advertising (NASDAQ:LAMR) Price Target to $109.00 - AmericanBankingNEWS
JPMorgan Chase & Co. Increases Lamar Advertising (NASDAQ:LAMR) Price Target to $109.00  AmericanBankingNEWS

FTC to ban Avast from selling browsing data for advertising purposes - BleepingComputer
FTC to ban Avast from selling browsing data for advertising purposes  BleepingComputer

Wonderhood marks leap year with extra day off - More About Advertising
Wonderhood marks leap year with extra day off  More About Advertising

Why did the Supreme Court ban Patanjali from advertising its products? - The Indian Express
Why did the Supreme Court ban Patanjali from advertising its products?  The Indian Express

AdTheorent Launches Point™, a Suite of Machine Learning-Powered Geo-Intelligence Solutions Designed to Drive ... - StreetInsider.com
AdTheorent Launches Point™, a Suite of Machine Learning-Powered Geo-Intelligence Solutions Designed to Drive ...  StreetInsider.com

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