3 Bartender Tips for Marketers
Bartenders see the populace at its best and worst and, as a result, really seem to understand human nature. At least, that’s what they tell me. A surprising percentage of college students are bartenders and, during my undergraduate years at Ohio State, what they told me before class started seems now to apply to marketing.
Here’s how their suggestions apply to marketers:
1. First, Take a Sidetrip to a 7-Eleven. While the mixologists who advised me preferred the chain with 10,500 locations in North America, what they were really saying was to go somewhere with bright lights to ensure you’ve really made a good choice about whatever or whomever it is you’ve decided to bring home. In other words, marketers, you think that campaign is a good idea? Test it first. Take email subject lines, for example. For a small list use a small test group and for a larger list, a larger one. “If you have a million people in your database, you’re going to want that sample size to be probably 10,000 to 20,000,” Simms Jenkins told me in 2008. On May 20, 2015, Jenkins — still the founder and CEO of email marketing agency BrightWave — writes on LinkedIn Pulse: “If nothing else, test!” If marketers still think they’ve got a winner but no one else seems to think so, check out “8 Overlooked Testing Strategies.” The campaign could turn out to be a good idea, after all.
2. Don’t Date Customers. The bartenders I knew would only tell me there were no long-term opportunities there, then they wouldn’t elaborate. Maybe this is a clue?
“I don’t want a relationship with the guy who sells me aspirin. I just want my headache cured.” —Emily Soell, [former] CEO, Rapp Collins
This, according to Denny Hatch in a November 2014 piece, is how many consumers feel about relationships with marketers.
Related story: How Email Marketers Can Reactivate Subscribers