Let’s say I’m searching for a local place to get a haircut. I find a bunch of results in my vicinity. Barber A and Barber B are the closest results. Barber A has a big fancy website as part of a chain, and includes a “store locator” feature which provides information about each location. The information provided is an address and phone number. Barber B has no website, but they’ve listed their operating hours on\u00a0major local search services. All I needed to know was an address and whether or not they were open. I’m going to Barber B. It’s amazing how many stores don’t list their hours.<\/p>\n
While I’m out, I also want to get my car serviced. Garage A has a phone number, which I can call to see if I can book an appointment today. Garage B has a website which lets me see when the next appointment is available, and schedule it online. I’m going to Garage B.<\/p>\n
Finally, I plan on ending my evening at the movies. Theater A only sells tickets at the box office. It’s a new release so I’d have to arrive early in case it gets sold out. Theater B sells tickets online so I’ll know if it’s already sold out, but they charge a $1 “convenience fee” on top of the ticket price for online purchases. Theater C sells tickets online at the box office price for matinees, and for regular tickets charges $1 less to thank me for ordering in advance. Theater C also has nicer auditoriums because their staff spends more time cleaning than they do dealing with long ticket lines. I’m going to Theater C.<\/p>\n
Sometimes it’s a small investment (filling out store hours) and sometimes it’s a little more work (an online scheduling or commerce system), but in both cases, those who gave me the information and\/or convenience I wanted got my (hypothetical, but based on true events) business. You may not be a technology company, but remember that people of my age or lifestyle won’t look for you in the newspaper, and we won’t call you either.<\/p>\n","protected":false},"excerpt":{"rendered":"
Let’s say I’m searching for a local place to get a haircut. I find a bunch of results in my vicinity. Barber A and Barber B are the closest results. Barber A has a big fancy website as part of a chain, and includes a “store locator” feature which provides information about each location. The … Continue reading Information is marketing that works<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-151","post","type-post","status-publish","format-standard","hentry","category-misc"],"_links":{"self":[{"href":"https:\/\/wysz.com\/wyszdom\/wp-json\/wp\/v2\/posts\/151","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wysz.com\/wyszdom\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wysz.com\/wyszdom\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wysz.com\/wyszdom\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/wysz.com\/wyszdom\/wp-json\/wp\/v2\/comments?post=151"}],"version-history":[{"count":0,"href":"https:\/\/wysz.com\/wyszdom\/wp-json\/wp\/v2\/posts\/151\/revisions"}],"wp:attachment":[{"href":"https:\/\/wysz.com\/wyszdom\/wp-json\/wp\/v2\/media?parent=151"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wysz.com\/wyszdom\/wp-json\/wp\/v2\/categories?post=151"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wysz.com\/wyszdom\/wp-json\/wp\/v2\/tags?post=151"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}