A few weeks ago I participated in one of my favorite activities, walking through an arts and craft fair. I admit there were a few things I couldn't do without and purchased.Why, because it was easy. I could pull out my cash or credit card and buy the item I wanted. it was instant gratification. I just couldn't resist a beautiful necklace and some note cards.
I then went by the booth that had souvenirs of this wonderful art fair and they had a stainless steel water bottle with an art design. I needed a new bottle because mine was not in good shape so I decided to buy it. Well, it didn't work that way. The lady in charge of the booth informed me that if I wanted to buy it, I would have to go home, enter a QR code, and go on their website, and then pick my design. I said, "But why can't I get it right here? I like this design."
"Oh no," she said, "when you get home you can order it."
The lady counted on me to go home, use the QR code, and order online.
She did make an assumption first of all that I knew how to use a QR code, which I do since we have offered lessons on the topic, but what about the person who doesn't know how to use a QR code.
She also made an assumption that I was going to go home and immediately jump online and buy the water bottle. That was not a good assumption because when I got home, I had ten other tasks to do and the water bottle was at the bottom of the list. Did I ever buy the water bottle? No. Would I have bought it on the spot if it would have been available for purchase there. You bet. She missed a sale and I am without the water bottle because as the days passed, it was not a priority.
You might ask what is the point of this story that deals with marketing. Here it is. We have to make it as simple as possible to make a purchase or make a reservation for an event. When we are communicating with our members about an event, we need to give them the opportunity tp purchase or reserve right away. Let's say we are having a fund raiser and we tell people that if they are interested to let us know and we will send them a link. Instead we need to give them the link so they can click then and there. If we want them to make a reservation for an event, make the process as easy as we can. Otherwise people get busy and the event gets put on the back burner and they don't attend.
This can apply for us when we are busy collecting dues from our members. Make it as easy as possible. Collect dues right at a meeting or give them the Zelle or Venmo number they need. Some chapters send a self addressed stamped envelope. When we want to invite a person to membership, how do we make it easy and efficient for them to join?
We live in a rushed society and we need to consider that people are in a hurry. Next time you send out a notice or are having a fund-raiser, check to make sure you have made the process as easy as possible. Seize the moment.
