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Over-promising is not a long term strategy

Today in Buenos Aires I noticed a chain of convenience stores branded “Open 25 Hours”.

Open 25 Hours

Open 25 Hours

Now I am not a mathematician, but I’m pretty sure there are not 25 hours in a day.

While I can see what they are trying to do in pushing the convenience message, all it takes is a competitor to come out with “Open 26 Hours” and it will start an impossible hours war with no end.

It reminds me of the classic “7 minute abs” scene from Something About Mary.

Good marketers nowadays know that you should always under-promise and over-deliver, not vice-versa.

Or social media will come and get you.

The age of sensationalised advertising is dead and gone.

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Categories: Advertising, branding, International Marketing, Marketing Strategy

Author:Chris Maloney

Chris is a multi-channel marketing strategist and one of Australia's most awarded young marketers.

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One Comment on “Over-promising is not a long term strategy”

  1. April 18, 2010 at 7:34 am #

    Intrigued by your blog and just thought I would help with a new perspective – while you take a year off, you may want to work on building strong network. There are statistics showing ‘referrals’ amount to about 25% of company hiring sources while online resources amounts only to about 3%. This means, for every 100 jobs, 25 jobs are filled through referrals while about 3 jobs are filled through monster.com, linkedin.com etc. If you do not know people to refer you, no stress – use ntroduction.com and ask for introduction to right people. Hope this helps!

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