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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 Sat. June / 12 / 2021

Are advertisers coming for your dreams? - Science Magazine
Are advertisers coming for your dreams?  Science Magazine

Where Google’s Advertising Chief Searches for Insight - The Wall Street Journal
Where Google’s Advertising Chief Searches for Insight  The Wall Street Journal

1 Advertising Stock With Huge Upside Potential - Motley Fool
1 Advertising Stock With Huge Upside Potential  Motley Fool

Advertising Could Be Amazon's Biggest Source of Profits in 2021 - The Motley Fool
Advertising Could Be Amazon's Biggest Source of Profits in 2021  The Motley Fool

Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive - The Wall Street Journal
Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive  The Wall Street Journal

TikTok Charges Up to $2 Million a Day for Top Advertising Spots - Bloomberg
TikTok Charges Up to $2 Million a Day for Top Advertising Spots  Bloomberg

UK Advertising Census Reveals Industry Views on Equality - Adweek
UK Advertising Census Reveals Industry Views on Equality  Adweek

Google promises to solve advertising privacy probe with UK watchdog - Texasnewstoday.com
Google promises to solve advertising privacy probe with UK watchdog  Texasnewstoday.com

British Broadcasters Adopt NBC Universal’s Unified Advertising Metric CFlight - Adweek
British Broadcasters Adopt NBC Universal’s Unified Advertising Metric CFlight  Adweek

Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company - The Wall Street Journal
Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company  The Wall Street Journal

Coca-Cola Sued for False Advertising Over Sustainability Claims - Earth Island Journal
Coca-Cola Sued for False Advertising Over Sustainability Claims  Earth Island Journal

Nano Interactive Appoints Advertising Industry Luminary Iain Jacob as Chair - ExchangeWire
Nano Interactive Appoints Advertising Industry Luminary Iain Jacob as Chair  ExchangeWire

French Open - 'Dangerous!' - Barbora Krejcikova runs into advertising board, narrowly avoids a nasty injury - Eurosport.com
French Open - 'Dangerous!' - Barbora Krejcikova runs into advertising board, narrowly avoids a nasty injury  Eurosport.com

Instacart Offers $1M in Advertising Credits to Black-Owned Brands - Adweek
Instacart Offers $1M in Advertising Credits to Black-Owned Brands  Adweek

Veteran Advertising Executive Mike Densmore Joins UTA Marketing as Head of Growth and Innovation - Hollywood Reporter
Veteran Advertising Executive Mike Densmore Joins UTA Marketing as Head of Growth and Innovation  Hollywood Reporter

Google to change global advertising practices in landmark antitrust deal - Reuters
Google to change global advertising practices in landmark antitrust deal  Reuters

How much do advertising logos on courts, the ice and fields distract you? - Norfolk Daily News
How much do advertising logos on courts, the ice and fields distract you?  Norfolk Daily News

Amazon Advertising Rates Soar in Pandemic-Fueled Surge - Bloomberg
Amazon Advertising Rates Soar in Pandemic-Fueled Surge  Bloomberg

Google's New Advertising Racket - International Policy Digest
Google's New Advertising Racket  International Policy Digest

Facebook Advertising Head Carolyn Everson Quits - Variety
Facebook Advertising Head Carolyn Everson Quits  Variety

YouTube faces more brand-safety backlash from advertisers - Business Insider
YouTube faces more brand-safety backlash from advertisers  Business Insider

Tech companies turn to offline advertising - Sydney Morning Herald
Tech companies turn to offline advertising  Sydney Morning Herald

Should Facebook Be Held Liable if Its Advertising Algorithm Discriminates? – Mother Jones - Mother Jones
Should Facebook Be Held Liable if Its Advertising Algorithm Discriminates? – Mother Jones  Mother Jones

Advertising CEO George Sargent on the importance of storytelling, community and inclusion - Boston Business Journal - Boston Business Journal
Advertising CEO George Sargent on the importance of storytelling, community and inclusion - Boston Business Journal  Boston Business Journal

How Brands Are Advertising Around Uefa Euro 2020 Soccer Tournament - Adweek
How Brands Are Advertising Around Uefa Euro 2020 Soccer Tournament  Adweek

Dynasty! McIntire Team Wins National Student Advertising Competition – Again - UVA Today
Dynasty! McIntire Team Wins National Student Advertising Competition – Again  UVA Today

Audio Advertising Software Industry Analysis, Market Future Scope including key players AdsWizz, Centro, AI Music – The Manomet Current - The Manomet Current
Audio Advertising Software Industry Analysis, Market Future Scope including key players AdsWizz, Centro, AI Music – The Manomet Current  The Manomet Current

Convicted for 'advertising' abortion, German doctors are fighting to share the facts - CNN
Convicted for 'advertising' abortion, German doctors are fighting to share the facts  CNN

Advertising Industry Analysis, Market Quality & Quantity Analysis | Google, Facebook, Baidu, – The Manomet Current - The Manomet Current
Advertising Industry Analysis, Market Quality & Quantity Analysis | Google, Facebook, Baidu, – The Manomet Current  The Manomet Current

Blockgraph Appoints Media and Advertising Veteran Scott Collins as EVP of Client Partnerships and Sales Strategy - GlobeNewswire
Blockgraph Appoints Media and Advertising Veteran Scott Collins as EVP of Client Partnerships and Sales Strategy  GlobeNewswire

Why Now Is the Right Time to Advertise With Video (If You Aren’t Already) - Search Engine Journal
Why Now Is the Right Time to Advertise With Video (If You Aren’t Already)  Search Engine Journal

Augmented Reality Advertising Research Shows Consumers Want To See More AR Ads - MarTech Series
Augmented Reality Advertising Research Shows Consumers Want To See More AR Ads  MarTech Series

How all those political ads affect commercial advertising - Chicago Booth Review
How all those political ads affect commercial advertising  Chicago Booth Review

The End of Ugly Advertising in Prague - Prague Morning
The End of Ugly Advertising in Prague  Prague Morning

Erp Software For Advertising Agencies Market to Eyewitness Huge Growth by 2027 with Covid-19 Impact | Deskera, SoftDoit, Orcale, Fitnet Manager – The Manomet Current - The Manomet Current
Erp Software For Advertising Agencies Market to Eyewitness Huge Growth by 2027 with Covid-19 Impact | Deskera, SoftDoit, Orcale, Fitnet Manager – The Manomet Current  The Manomet Current

Is This Growth Stock the Future of TV Advertising? - Motley Fool
Is This Growth Stock the Future of TV Advertising?  Motley Fool

Advertising Management Platform Market 2021 Disclosing Latest Trends and Advancement Outlook 2028 ; Celtra, Bannersnack, Mixpo, SteelHouse, Google, RhythmOne, Thunder – The Manomet Current - The Manomet Current
Advertising Management Platform Market 2021 Disclosing Latest Trends and Advancement Outlook 2028 ; Celtra, Bannersnack, Mixpo, SteelHouse, Google, RhythmOne, Thunder – The Manomet Current  The Manomet Current

S4 Capital Increases Revenue Forecast for 2021 as Advertising Demand Grows - Adweek
S4 Capital Increases Revenue Forecast for 2021 as Advertising Demand Grows  Adweek

Lawyer advertising restriction clears Legislature | Legislature | theadvocate.com - The Advocate
Lawyer advertising restriction clears Legislature | Legislature | theadvocate.com  The Advocate

Google follows Apple's lead and makes it harder for advertisers to track users on Android - CNBC
Google follows Apple's lead and makes it harder for advertisers to track users on Android  CNBC

5 Reasons to Put Your Money Into PR vs. Advertising - Business 2 Community
5 Reasons to Put Your Money Into PR vs. Advertising  Business 2 Community

Thanks So Much To All Of Our Awesome Advertisers - Above the Law
Thanks So Much To All Of Our Awesome Advertisers  Above the Law

Does Radio Advertising Still work? - TechBullion
Does Radio Advertising Still work?  TechBullion

What is your Google advertising ID and why is Google allowing users to hide it? - Android Central
What is your Google advertising ID and why is Google allowing users to hide it?  Android Central

French Open: 'Seriously nasty!' - Awful trip from Lorenzo Musetti on advertising board against Novak Djokovic - Eurosport.com
French Open: 'Seriously nasty!' - Awful trip from Lorenzo Musetti on advertising board against Novak Djokovic  Eurosport.com

Howard 'Tom' Thompson, 89, Led Darien Senior Men's Association, Active Volunteer, Advertising Executive - darienite.com
Howard 'Tom' Thompson, 89, Led Darien Senior Men's Association, Active Volunteer, Advertising Executive  darienite.com

[Webinar] Advertising Litigation Quarterly Highlights - July 14th, 12:30 pm - 1:30 pm ET - JD Supra
[Webinar] Advertising Litigation Quarterly Highlights - July 14th, 12:30 pm - 1:30 pm ET  JD Supra

Social Media Advertising for Service Brands, Part 2: Going Local - Franchising.com
Social Media Advertising for Service Brands, Part 2: Going Local  Franchising.com

The Most Trusted Source of Advertising Spend Data, Standard Media Index Extends Analytics Capabilities with Groundbreaking Pricing Intelligence Suite of Products - Galveston County Daily News
The Most Trusted Source of Advertising Spend Data, Standard Media Index Extends Analytics Capabilities with Groundbreaking Pricing Intelligence Suite of Products  Galveston County Daily News

Apple’s Moves to Tighten Flow of User Data Leave Advertisers Anxious - The Wall Street Journal
Apple’s Moves to Tighten Flow of User Data Leave Advertisers Anxious  The Wall Street Journal

Cross Platform and Mobile Advertising Market Disclosing Latest Advancement 2021 to 2027 Covid-19 Analysis – The Manomet Current - The Manomet Current
Cross Platform and Mobile Advertising Market Disclosing Latest Advancement 2021 to 2027 Covid-19 Analysis – The Manomet Current  The Manomet Current

How Can Brands Navigate the Advertising Challenges - AiThority
How Can Brands Navigate the Advertising Challenges  AiThority

Entravision Communications Corporation Expands Global Digital Footprint Through Acquisition of Leading Digital Marketing & Advertising Company MediaDonuts - Business Wire
Entravision Communications Corporation Expands Global Digital Footprint Through Acquisition of Leading Digital Marketing & Advertising Company MediaDonuts  Business Wire

Advertising executive Bob Bloom dies at 87 - The Dallas Morning News
Advertising executive Bob Bloom dies at 87  The Dallas Morning News

George Ochenski: It’s time to quit advertising Montana - Montana Standard
George Ochenski: It’s time to quit advertising Montana  Montana Standard

TikTok is reportedly upping its prices for advertising - Music Ally
TikTok is reportedly upping its prices for advertising  Music Ally

The Pitch: Advertising and marketing news for 5.25.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.25.21  RichmondBizSense

Tobii Pro Launches New Mobile Eye Tracking Solution For Marketing And Advertising Research - AiThority
Tobii Pro Launches New Mobile Eye Tracking Solution For Marketing And Advertising Research  AiThority

Revenge Living Drives Optimistic Advertising Outlook - MediaVillage
Revenge Living Drives Optimistic Advertising Outlook  MediaVillage

How Google's $150 billion advertising business works - CNBC
How Google's $150 billion advertising business works  CNBC

Ogilvy's Carla Hendra: Power and Privilege in Advertising - Harvard Business Review
Ogilvy's Carla Hendra: Power and Privilege in Advertising  Harvard Business Review

See the pitch decks that fast-growing advertising and media startups used to raise millions from top VCs - Business Insider
See the pitch decks that fast-growing advertising and media startups used to raise millions from top VCs  Business Insider

Direct-to-Consumer Pharmaceutical Advertising Market Trends, Review, and Forecast by 2031 || HARVARD POLITICAL REVIEW and MDedge – The Manomet Current - The Manomet Current
Direct-to-Consumer Pharmaceutical Advertising Market Trends, Review, and Forecast by 2031 || HARVARD POLITICAL REVIEW and MDedge – The Manomet Current  The Manomet Current

Guinness Atkinson Funds - SmartETFs Advertising & Marketing Technology ETF (MRAD) gains 1.2080% for June 11 - Equities.com
Guinness Atkinson Funds - SmartETFs Advertising & Marketing Technology ETF (MRAD) gains 1.2080% for June 11  Equities.com

Google Advertising Policy Opens Doors To Wider Bitcoin Community - Forbes
Google Advertising Policy Opens Doors To Wider Bitcoin Community  Forbes

Advertising needs greater diversity, finds industry census - Research Live
Advertising needs greater diversity, finds industry census  Research Live

Watch for a Coming Sea Change in Online Advertising - Bloomberg Law
Watch for a Coming Sea Change in Online Advertising  Bloomberg Law

Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech - AdExchanger
Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech  AdExchanger

Class action lawsuit filed against Dell for false advertising over Alienware laptop's upgradeability - PC Gamer
Class action lawsuit filed against Dell for false advertising over Alienware laptop's upgradeability  PC Gamer

HKL boss not suspected of official misconduct in election advertising scandal - YLE News
HKL boss not suspected of official misconduct in election advertising scandal  YLE News

Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting - Forbes
Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting  Forbes

National Advertising Division Finds Certain Claims for Crest Whitening Emulsions Supported; Recommends Discontinuation or Modification of Others - PRNewswire
National Advertising Division Finds Certain Claims for Crest Whitening Emulsions Supported; Recommends Discontinuation or Modification of Others  PRNewswire

Sun TV Network's advertising revenue shrinks, but profit jumps 11% on subscriptions - Business Insider India
Sun TV Network's advertising revenue shrinks, but profit jumps 11% on subscriptions  Business Insider India

Cross-Channel Performance Advertising Platform Market Trends 2021 | Growth by Top Companies: Facebook, Twitter, Google Ads, Marilyn, Adobe, Accenture – The Manomet Current - The Manomet Current
Cross-Channel Performance Advertising Platform Market Trends 2021 | Growth by Top Companies: Facebook, Twitter, Google Ads, Marilyn, Adobe, Accenture – The Manomet Current  The Manomet Current

Walgreens Partners With OpenAP For TV Advertising IDs - AdExchanger
Walgreens Partners With OpenAP For TV Advertising IDs  AdExchanger

Selective Advertising Market 2021 by Investment Feasibility, Sales, Production and Company Introduction – The Manomet Current - The Manomet Current
Selective Advertising Market 2021 by Investment Feasibility, Sales, Production and Company Introduction – The Manomet Current  The Manomet Current

Complaint filed against Oushadhi advertisement - The New Indian Express
Complaint filed against Oushadhi advertisement  The New Indian Express

The digital world is built on advertising. How do we help kids navigate it? - CNN
The digital world is built on advertising. How do we help kids navigate it?  CNN

Global Digital Audio Advertising Software Market 2021 Business Tactics | AdsWizz, Centro, AI Music, Audio.Ad, Audion, Choozle, DAX, Frequency, and Targetspot – The Manomet Current - The Manomet Current
Global Digital Audio Advertising Software Market 2021 Business Tactics | AdsWizz, Centro, AI Music, Audio.Ad, Audion, Choozle, DAX, Frequency, and Targetspot – The Manomet Current  The Manomet Current

ADVERTISING: Advertorial — Teen vaping: What parents need to know - Coeur d'Alene Press
ADVERTISING: Advertorial — Teen vaping: What parents need to know  Coeur d'Alene Press

10 Iconic Sounds in Advertising - Muse by Clio
10 Iconic Sounds in Advertising  Muse by Clio

What Is The Future Of Facebook Advertising? Facebook is facing a perfect storm of issues that - Forbes
What Is The Future Of Facebook Advertising? Facebook is facing a perfect storm of issues that  Forbes

Bitcoin 'time to buy' ad banned in the UK for being irresponsible - CNBC
Bitcoin 'time to buy' ad banned in the UK for being irresponsible  CNBC

FreeWater: Advertising And Charity In One Container 06/11/2021 - MediaPost Communications
FreeWater: Advertising And Charity In One Container 06/11/2021  MediaPost Communications

Jumbo the winner in dispute with KNVB over Euro 2020 advertising - DutchNews.nl - DutchNews.nl
Jumbo the winner in dispute with KNVB over Euro 2020 advertising - DutchNews.nl  DutchNews.nl

Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising - Adweek
Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising  Adweek

Magnite and tvScientific Launch Performance CTV Program to - GlobeNewswire
Magnite and tvScientific Launch Performance CTV Program to  GlobeNewswire

Inside Google’s Vision for Privacy-Safe Advertising - Adweek
Inside Google’s Vision for Privacy-Safe Advertising  Adweek

Amazon's ad revenue is now twice as big as Snap, Twitter, Roku and Pinterest combined - CNBC
Amazon's ad revenue is now twice as big as Snap, Twitter, Roku and Pinterest combined  CNBC

Inside the ad, ad, ad, ad world of YouTube - Fortune
Inside the ad, ad, ad, ad world of YouTube  Fortune

HBO Max with Ads promises that on this $10 tier, less advertising is more - CNET
HBO Max with Ads promises that on this $10 tier, less advertising is more  CNET

How Google is trying to keep advertisers happy while also improving user privacy - CNBC
How Google is trying to keep advertisers happy while also improving user privacy  CNBC

Conservative group launches ad campaign against 'woke capitalism,' targeting CEOs by name - CNBC
Conservative group launches ad campaign against 'woke capitalism,' targeting CEOs by name  CNBC

Facebook Import is now available in Microsoft Advertising - Search Engine Land
Facebook Import is now available in Microsoft Advertising  Search Engine Land

Snap Stock Has Soared. Why It’s Still a Strong Play on Advertising. - Barron's
Snap Stock Has Soared. Why It’s Still a Strong Play on Advertising.  Barron's

Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd - Entrepreneur
Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd  Entrepreneur

The Next Era of Addressable Advertising - MediaVillage
The Next Era of Addressable Advertising  MediaVillage

Advertisers, TV Networks Go to Battle Over Streaming Ad Rates - Variety
Advertisers, TV Networks Go to Battle Over Streaming Ad Rates  Variety

General Mills, Nestle Among 20 Big Advertisers Pledging to Spend More on Black-Owned Media - Variety
General Mills, Nestle Among 20 Big Advertisers Pledging to Spend More on Black-Owned Media  Variety

This week's upcoming events in marketing and advertising - AdAge.com
This week's upcoming events in marketing and advertising  AdAge.com

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