Ouch. After a highly expected launch date last Friday, Apple let iPhone buyers down. The Apple marketers, as usual, did a first rate job building anticipation. The problem was 100% in the actual fulfillment.
Long lines were expected to be one of the first to own the new iPhone 3G, but the rest of the headaches were not. Buyers experienced stores that lacked the ability to activate the phones on-site due to last minute problems. iPhone first generation phone owners (such as myself) weren’t able to download the anticipated software release on Friday as promised due to an iTunes outage.
Apple has an almost cult-like following. People standing in line and hooking up to iTunes Friday morning are the early adopters – Apple’s best customers. And Apple really pissed them off.
So why am I talking about the iPhone? As a marketing agency, we experience a similar problem to the one Apple experienced - Marketing equaling Fulfillment.
How do you explain to customers that you can market their service or product, but if the actual product is crap it won’t sell? That’s a hard pill to swallow for a business owner. The easiest solution I’ve found is to simply not accept the project.
I’ve had to turn down a few clients so far and it’s been a hard decision every time. We’re a new, growing agency and turning away business (and revenue!) is painful.
So why do it? Here’s the alternative scenario: Spending hours driving prospective customers to our clients site. Once the customer arrives and purchases, the customer becoming unsatisfied due to poor service/products/etc. The client, who is unwilling to consider that they are actually the problem, begin blaming us.
As a small business owner, you must focus on your strengths. Don’t get distracted by “shiny objects” that can bring in revenue if it really isn’t a good fit for your business. Turning away that “shiny object” is hard, but when you find yourself with more time to focus on growing your business the “right” way, it will all be worth it.
