Toot Your Horn. But Make Sure the Horn is Worth Tooting.

Many times we accomplish minor or major miracles, but then we don’t follow it up with telling the story to anyone. An example of this in business is contactless credit and debit cards or “Tap and Go” cards (otherwise known as PayPass and/or blink cards). It seems that while the technology was developed and cards were issued in large quantities, the transaction volume or usage has been very low. Many people who have these cards don’t know what it means to have one. (I would explain further, but why do their marketing for them?) A recent article on americanbanker.com referenced that while the technology or product was developed, it just wasn’t pitched. Not by the merchants, not by the card networks or the issuers. Great idea, but no one tooted the horn and promoted the message properly.

Sometimes we do toot our horn and tell a good story, but the story turns out to be based on a flawed character. Just ask Toyota about this one. The product WAS reliable. Marketers did a good job of promoting quality and reliability. Then somewhere along the line, things changed and marketing had to quickly shift its message to, “We know we screwed up and let you down, but we’re trying to fix it.”

Many times this situation occurs when departments within companies don’t communicate. Engineers may come up with a great technological miracle, but engineering and marketing don’t work together to ensure that the message to the consumer properly promotes the product or conveys its true benefits. Or in Toyota’s case, marketing may do a good job of getting the message out, but the manufacturing and operational side of the business doesn’t ensure that the message is being supported by the end product.

Either way, the end result is that time and money, not to mention growth opportunities, are wasted.

So if you have a good story to tell, toot your horn. But before you pucker up and blow, make sure it won’t come out sounding flat!

Kelly Carper